The Age of Event Diplomacy

By Lisa Hopkins,   
Cheif Executive   
Business Events Industry Aotearoa

Column published on

We often say that business events are a mirror to the world, reflecting trends, sentiment, and global dynamics. Increasingly, they’re also becoming a tool to shape them. Welcome to the age of event diplomacy.

We know business events are deeply affected by geopolitical and societal shifts. When organisers are scouting destinations, safety and stability are front and centre. Unlike the independent traveller who willingly shoulders personal risk, a delegate attending a hosted event or international summit is under the duty of care of an organisation. That shifts the dynamic. Risk is measured, mitigated, and managed, often making or breaking a destination’s chances of being chosen. New Zealand fortunately sits in the ‘safest destinations on the planet’ category. Long may that last! 

But here’s the twist: events are not just at the mercy of global affairs; they are often the solution. Business events have evolved into platforms for negotiation, trust-building, and international agenda setting, giving rise to the concept of event diplomacy.

This isn’t a shiny new idea. It’s one of the oldest functions of gathering. Long before there were trade shows and breakout sessions, there were gatherings of world leaders, tribal elders, and community representatives using the shared space platform to negotiate peace, exchange goods, and resolve conflict. That’s diplomacy, pure and simple. And we’re still doing it, just with better coffee and better tech.

According to the organisation Diplo, conference diplomacy is the deliberate use of international summits and congresses to negotiate global issues. Think UN General Assembly, Asia Pacific Economic Cooperation (APEC), COP climate summits, or even the G20. These are structured conversations, sometimes formal, sometimes theatrical, where diplomacy happens not just in the plenary, but in the corridors, side meetings, and quiet dinners.

Conference or summit diplomacy is where world leaders meet at the highest level to reset relationships, open new trade channels, or manage shared risks. The meeting between USA President Richard Nixon and Chinese Premier Zhou Enlai in 1972 was arguably one of the most potent examples of summit diplomacy at work, establishing political ties between the two superpowers, and it was an event that changed the world. Closer to home, Prime Minister Luxon’s Infrastructure Investment Summit in March was a great example of how a business event meant having the right people in the room to enable fundamental change for the future.

But diplomacy doesn’t only wear suits and lanyards.

Sports diplomacy, and the use of sporting events, play a powerful role too. The Olympic Games are the gold standard in bringing nations together under the banner of peaceful competition. Think of the unified Korean team walking into the 2018 Winter Olympics together. Or the power of the Rugby World Cup in post-apartheid South Africa. These are not just sporting moments. They’re acts of nation-building. They also allow countries to use sport as a catalyst, by bringing influential and vital trade partners together to watch a national team perform. Think the All Blacks versus Ireland at Soldier Field in Chicago, back in 2016.

Then there’s public diplomacy, as seen at the likes of Expo 2010 in Shanghai, where countries used the event to tell their story, shape perceptions, and demonstrate soft power through technology, design, and culture. You can add cultural diplomacy to that mix too. When New Zealand shares kapa haka and pōwhiri with the world at events like the Paris Olympics, that’s diplomacy in motion.

And it’s happening at home, too. The 2025 Environmental Diplomacy Symposium at Zealandia was a beautiful example of localised event diplomacy. Bringing together diplomats, academics, students, and community members to discuss sustainability and biodiversity in one of Wellington’s most symbolic venues wasn’t just clever programming; it was values in action.

Of course, this kind of diplomacy comes with its challenges. Business event professionals navigating the global stage must also consider cultural sensitivity, ethical
leadership, and integrity. Events that cross borders must respect differences while upholding universal values, which is not always an easy balance.

But that’s what makes event professionals the quiet diplomats of the modern world. We build the platforms, connect the players, and create the conditions for trust to form
and for the next breakthrough, handshake, or historic declaration to happen.

Business events aren't just about business. They’re about connection. In an increasingly fragmented world, that’s pretty powerful.

MEETINGS 2026: Let’s Go!

Off the back of an exceptional MEETINGS 2025, the BEIA team is already deep in planning for 2026, and this one will be special.

The feedback from exhibitors and buyers has been nothing short of incredible, considered and positive. We’re taking it all on board as we shape next year’s event.

There’s more to come, but for now, a heartfelt thank you to everyone who played a part in MEETINGS 2025. It was a showcase of connection, collaboration, and commercial success, with moments to remember and relationships that will carry forward.

I couldn’t be prouder of the business events industry and the mahi that was on display. We have so much to offer, and MEETINGS continues to be an extraordinary platform where our sector truly shines.

Posted by Tomahawk Support on August 01, 2025