Founder
The MICE Blog
Irina Graf helps destinations, hotels and events stay relevant in a world of infinite scrolling.
With more than 12 years' experience working with the international meetings industry, social media and content, Irina helps destinations, hotels, venues and events earn attention in a crowded digital environment.
Her approach is built around a simple idea: being good isn’t enough if nobody is talking about you. Through strategic B2B storytelling and social-first content, Irina helps brands stay visible, shape how people see them and remain part of the conversation.
Date

Convention centers are more than just venues for large-scale events—they are key players in their local communities, capable of driving sustainability, supporting local businesses, and setting new standards in event practices.
Explore how convention centers worldwide are leveraging their infrastructure and expertise to drive community development that creates a lasting global impact. Learn from Oman Convention & Exhibition Centre (OCEC) and Te Pae Christchurch.
Learning outcomes:
Explore how your organization can connect the local economy to global markets
Understand the impact of training, certification and community development initiatives
Discover opportunities to set new industry standards while driving positive change beyond your sector
This session is approved for the following certifications.
* ICCA Skills Domain CICS/CICE: Module 7: Building the Value and Impact of the Convention Industry, 0.75 Credits
* CMP/CEU Approved: 0.75 CE hour
* CSEP Approved

Can corporate events be both sustainable and successful? Hear how Zurich and Lucerne collaborated to create an event that incorporated public transportation, plant-based meals and local initiatives, delivering more connection, purpose and inspiration. Gain practical strategies to implement similar principles in your own events—proving that sustainability and outstanding experiences are complementary.
Learning outcomes:
Learn the essential framework for incorporating sustainability into every aspect of event planning
Discover how to nudge attendees to make more sustainable choices
Understand how to measure success and improve future event editions