With 3,800 attendees registered for the in-person event and 4,500 total registrants, PCMA Convening Leaders (CL25) landed in Houston for the first time in its 70-year history of gathering convention and business events industry professionals at its annual meeting held this year from Jan. 12-15. By comparison, the 2024 Convening Leaders drew more than 4,200 industry professionals to San Diego. This year’s theme: Go beyond your orbit.   

“Because we convene people, we have the power to use business events to impact economic and social change,” said PCMA and CEMA President and CEO Sherrif Karamat. “Business events are what we do, but why we do them is where the magic happens. Our profession is extremely valuable to society, and raising the level of our profession is about us owning our place in society. We can make a difference when we push beyond boundaries.” 

TSNN’s VP of Group Content Danica Tormohlen was on the ground in attendance, meeting with event planners and suppliers. The four-day event was filled with networking, education sessions, behind-the-scenes tours, F&B, celebrity speakers, live music, swag, and more.  

What was new and notable in 2025? Here’s a curated list with some of our favorite moments. 

1. Badges. This year’s event badges only included first names, no last names. Also new, all lanyards were the same color and included tracking devices. Lanyards were not color-coded to distinguish between suppliers and buyers. Some attendees we spoke to appreciated these changes, but others said it was challenging to quickly identify prospects. What it a hit or miss? Check out this Linked In thread on this topic.

2. Enhanced security. For general sessions on the main stage with celebrity and high-profile speakers, attendees were required to go through metal detectors and bag checks. Also new this year, the bag policy: only bags smaller than 4.5 inches by 6.5 inches were permitted. 

3. Sunday session start. For the first time, the PCMA opening general session with NYU Professor and Podcast Host Scott Galloway was held Sunday night at 6:45 p.m., following chapter receptions from 4:30-6 p.m. After Galloway’s session ended at 8 p.m., attendees stepped outside the ballroom for the opening party from 7:45-10 p.m. 

4. 2025 predictions. Galloway shared his predictions for the year ahead. “The tech company or the AI company of 2025: I believe it's going to be Meta,” he said.  “The largest repository of data that humans produce is, in fact, Meta [which includes Instagram, Facebook and WhatsApp].” 

5. Ready for takeoff. The indoor and outdoor opening party at the George R. Brown Convention Center featured a Ferris wheel and drone show. The best spot to view the drone show: The Ferris wheel.  

6. Dare to lead. During a keynote on Jan. 13, Brene Brown, best-selling author and research professor at the University of Houston, was asked about the value of meetings. “I cannot overestimate how important what you do is — I really cannot,” said Brown, a fifth-generation Texan and Houston native, who works as a leadership consultant for leading companies including Microsoft, Disney, and Pixar. “The heartbeat of what we do is connecting—bringing people together in relationships, and creating that experience where people feel seen and heard.” 

7. Political insights. During a keynote on Jan. 14, former U.S. Representative Liz Cheney talked about the necessity of standing up for your values, no matter the cost. Cheney, a lifelong Republican, was the highest-ranking woman in the U.S. House of Representatives in May 2021, when House members voted to remove her from her leadership position following her outspoken criticism of Donald Trump’s claims that the 2020 election was rigged. When she was asked if she would do anything differently, she told the audience: “Not vote for Trump.” 

8. First non-North American chair. Neil Brownlee, head of business events at VisitScotland, who first joined PCMA’s Board of Directors and Trustees for the 2018–2021 term, will serve as chair in 2025 — the first non-North American in PCMA’s history to lead the board. He is the second DMO chair in a row. 

9. Accessibility at the fore. Courtesy of Visit Richmond, PCMA provided American Sign Language interpreters along with translation and transcription services for every session. PCMA also offered accessibility tours of the event space led by experts with diverse accessibility needs. Guides offered practical tips and real-world examples to help create welcoming events for all. 

10. The District. From destinations and hotels to contractors and convention centers, The District in Hall B3 featured about 40 companies. Sponsors offered a variety of activations, including custom tote bags, personalized scents, baristas serving lattes, and more. 

11. Tech District. In the Grand Ballroom, the Tech District featured 15 tech companies, like Swapcard, Clarity and RainFocus. The area also offered a tech stage with sessions and the Spark Lounge where attendees could find out more about PCMA’s AI tool developed by event professionals for event professionals. 

12. Sentiment analysis. PCMA deployed more than 70 devices to track sentiment analysis for each sponsor activation, said Zenus CEO and Co-Founder Panos Moutafis. He told TSNN the top four sponsors were provided daily reports with actionable insights. (Stay tuned for our full interview Moutafis.) 

13. Bathroom takeover. Back again in 2025, Montreal worked with Les Cabinets to provide an upscale bathroom experience at the convention center. Les Cabinets provided scented hand soap and hand cream, styling foam, hairspray, hairbrushes, dental floss, mouthwash, nail files, Q-Tips, sanitary products, combs, mints, cotton pads, makeup remover, and more. Related: Rest Up: An Inside Look at the Bathroom Activation at PCMA CL24 

14. Main stage. In 2025, PCMA partnered with Clarity for its production and staging. They offered exclusive backstage tours so attendees could get up close and personal with the cutting-edge AV tech. 

15. Reserved seating. At general sessions on main stage, PCMA offered reserved seating in front for PCMA board members, chapter presidents, sponsors, and other VIPs. The seating areas included couches, tables, cushioned chairs, and more. 

16. Cool activations outside of The District. Two of our favorites: Indoor ice rink by Visit Anaheim and the Dirty Soda Bar, which featured a non-alcoholic mix of soda, flavored syrups, fruit juices and cream. 

17. Fun run and walk. At 6:30 a.m. on Jan. 14, some early risers ran and walked a 5K around the Discovery Green in front of the convention center. Other wellness options included yoga and a sound bath. 

18. Photo ops. PCMA and its sponsors provided several cool spots around the convention center for photo ops. 

19. Go bananas. Held at Daikin (formerly Minute Maid) Park that is the home of the Houston Astros, the closing reception featured a show-stopping performance by three-time GRAMMY Award winner and multi-platinum solo artist Gwen Stefani. Located a few blocks from the convention center, the baseball stadium was transformed into a cozy, intimate venue, with a VIP section upfront. 

20. Meetups. On Jan. 13, female industry leaders gathered for a Women in Exhibitions Network North America meetup at the Four Seasons. For the second year in a row, the group provided a one-hour networking opportunity at PCMA. 

Looking ahead 

Convening Leaders 2026 is set for Jan. 11-14 in Philadelphia.  

PHOTO CREDITS: Whatever Media Group, Danica Tormohlen and SpotMyPhotos