Certified International Convention Specialist (CICS)
Stand Out in the Business Events Industry with Your CICS Designation!
The Certified International Convention Specialist (CICS) is a globally recognised entry-level certificate program, ideal for operational-level individuals who are new or emerging in the exciting world of business events.
This course is designed to equip business events professionals working in DMOs, CVBs, PCOs, AMCs, venues and hotels with the essential skills and knowledge needed to advance in the meetings industry.
The curriculum covers the fundamentals of business events:
- Understanding association behaviour and governance
- Strategic bidding processes and bid development (site visits and bid presentations included)
- Stakeholder mapping and decision‑making dynamics
- Ambassador programmes (how to engage local associations)
- Destination promotion and collaboration within the destination ecosystem
Course Eligibility: Is the CICS Right for You?
Who is this course for?
This programme is designed for early-career business events professionals looking to strengthen their core knowledge and skills.
Eligibility is based on a combination of:
- Are you working in a DMO, AMC, convention bureau, PCO, convention centre, hotel or other professional venue?
- Are you actively involved in attracting and winning international association conferences to your destination?
- Do you have 1-4 years of industry experience?
- Do you have clear learning goals?
To help ensure the right fit, participants may complete a short pre-course self-assessment, with a post-course survey used to support learning evaluation and development.
Course Formats: Learn Your Way
You have the following options on how to gain your certification:
- Access the online LMS platform to start learning ahead of the class.
- Come together with international peers for 3-days of active learning with two expert instructors to guide and challenge you and bring the content to life.
- Continue learning via the online learning modules in the LMS platform.
- Prepare, take and pass the online exam within one year after the in-person class.
- Access the online LMS platform to start learning ahead of the class.
- Come together with international peers for 6 webinars spread over 7 weeks. Each webinar runs for 3.5 hours (including breaks) and is led by an experienced instructor who will guide and challenge you and bring the content to life. Live online bid presentations and feedback during last webinar.
- Continue learning via the online learning modules in the LMS platform. Offline group work required.
- Prepare, take and pass the online exam within one year after the in-person class.
- This class is offered based on demand and requires a minimum of 10 participants.
Learn more about the upcoming CICS online course content, dates and session topics.
- Access the online LMS platform to start your learning journey. Anywhere, at any time.
- You have up to one year after sign-up to complete the online learning modules.
- Prepare, take and pass the online exam to obtain your certification.
By completing the CICS you will win more business for your company and equip yourself with the skills, credibility, and confidence to succeed in a rapidly evolving industry.
Course Content: What You'll Learn
Are you currently attracting international associations to a destination, a venue or bureau? ICCASkills provides the knowledge and know-how that will allow you to get more business to your destination. The curriculum covers the fundamentals of business events:
- Understanding association behaviour and governance
- Strategic bidding processes and bid development (Site visits and bid presentations included)
- Stakeholder mapping and decision‑making dynamics
- Ambassador programmes (Hhow to engage local associations)
- Destination promotion and collaboration within the destination ecosystem
What really drives an association to choose one destination over another? This foundational module unpacks the meetings and conventions industry from the inside out — from why associations meet, to what makes a convention truly valuable, to the global trends reshaping the industry. Co-authored by leading destination, association, and research experts, it's the essential starting point for anyone who wants to speak the language of association meetings with confidence.
This module takes you inside the full bid lifecycle: from selling and prospecting to building bid committees, developing ambassador programmes, and delivering a bid presentation that wins the room. Built by seasoned bureau leaders, PCOs, and bid strategists, it's where you learn to turn a lead into a winning bid.
What makes a destination stand out in an increasingly competitive convention market? This module examines the core principles of convention marketing, helping learners understand how destinations connect with event organizers, align with the needs of different market segments, and leverage industry partnerships to win business. From marketing fundamentals and sales strategies to segmentation analysis and international distribution networks, it provides a practical overview of the forces shaping the global meetings industry. It's an essential foundation for professionals seeking to market destinations effectively and build long-term success in conventions and business events.
Who are the essential players that transform a destination into a successful host for meetings, conventions, and exhibitions? This module provides an in-depth look at the organizations that power the global business events industry, from convention bureaus and venues to hotels, PCOs, and DMCs. Through real-world industry perspectives and practical frameworks, learners explore how these stakeholders operate, support event organizers, and work together to create memorable delegate experiences. It's an essential guide for anyone seeking to understand the ecosystem of partners that drive convention success and destination growth.
What does it take to plan, promote, and future-proof successful business events? This module brings together the strategic, technological, and sustainability capabilities that are increasingly shaping the meetings industry. From developing sales and marketing plans and implementing event technology solutions to embracing regenerative event practices, learners explore the tools and strategies needed to achieve measurable results while creating positive impacts for destinations and communities. It's a practical and forward-looking foundation for professionals committed to driving innovation, growth, and sustainability in the global business events sector.
What will define the convention destinations of the future? This thought-provoking module explores how destinations can prepare for a rapidly changing business events landscape by combining data-driven insights, stakeholder perspectives, and futures research. From understanding the evolution of convention destinations to developing future fitness strategies and strengthening the leadership role of Convention Bureaus, learners gain the knowledge needed to anticipate emerging trends and drive sustainable destination growth. It's an essential guide for professionals seeking to build resilient, innovative, and future-ready convention destinations.
Are conventions simply economic drivers, or can they create lasting change for destinations and communities? This module challenges traditional views of business events by exploring their role as engines of knowledge transfer, innovation, and societal development. From the rise of intellectual capital and the strategic leadership of Convention Bureaus to the alignment of events with the UN Sustainable Development Goals, learners discover how conventions can generate meaningful legacies that extend far beyond delegate spending. It's an essential module for professionals seeking to understand the broader value and transformative potential of the global meetings industry.
The ultimate goal of any destination should be for the full supply chain to all exclaim: "We are the bureau!"
Ready to Stand Out in the Business Events Industry?
Get in touch
ICCA Education Team: education@iccaworld.org
Alpha Tower, De Entree 57, Amsterdam 1101 BH, The Netherlands
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