James is leading the Joint Meetings Industry Council (JMIC) platform, The Iceberg [ www.the-iceberg.org ], which seeks to illustrate the legacies of business and professional events – especially outcomes beyond tourism.
These `long-tail` outcomes extend to trade and exports development, knowledge transfer, professional development, CPD and adult learning, healthcare development, inward investment and talent acquisition. Such outcomes relate to the purpose of these events and less to the interests of the travel and hospitality supply chains which service them.
The Iceberg is curating case studies and storytelling from over 30 industry associations, publishers, events and practitioners who have joined this `whole of industry` movement. The collective content illustrates the `upstream` contribution to the economic and social development strategies of local governments and community investors and is assisting in the repositioning of the industry as an agent of growth and transition to the knowledge economy.
James is also the founder of Intellectual Capitals, published by CAT Publications.