The International Convention Centre Sydney (ICC Sydney), operated by ASM Global, has once again reaffirmed its leadership in the global business events sector by earning top honours at the International Association of Convention Centres (AIPC) Congress in Shenzhen, China. The venue was recognised for its role in developing Synergy, a cutting-edge staff training solution designed to transform talent development in the convention and exhibition industry.
The award was part of the AIPC Future Shapers program, a competitive leadership development initiative that draws senior talent from leading venues worldwide. Representing ICC Sydney, Travis Henry, Senior Manager of AV Production Services, contributed to the winning ‘Synergy’ team—collaborating with industry professionals from Cape Town, Belfast, and Kuala Lumpur to develop a scalable, tech-forward training system.
Revolutionising Business Events with Synergy
The Synergy platform is a game-changing solution that leverages real-time operational data, staff performance metrics, and venue feedback to identify skill gaps and training needs. Through AI-powered analysis and dynamic content delivery, the platform enables convention centres to customise learning pathways that align individual staff development with overarching organisational goals.
This data-driven model is especially relevant in a post-pandemic world, where the events industry is evolving rapidly and must meet higher expectations for agility, professionalism, and service quality.
“Synergy is more than a training tool—it’s a performance enhancer,” said Travis Henry. “By aligning data with staff capabilities, we ensure our teams grow in tandem with industry demands.”
AIPC Future Shapers: Shaping the Industry’s Next Leaders
The AIPC Future Shapers initiative spans seven months and is designed to equip emerging leaders with the tools, knowledge, and cross-cultural collaboration skills to innovate within the venue management industry. The Synergy project not only highlights the team’s forward-thinking approach but also underscores the importance of continuous learning in an industry reliant on service excellence and seamless operations.
ICC Sydney has long championed the program, with several staff members previously participating. Alumni include Gabriella Alberici (2024), Dana Fish and Sathyan Chandrasekhar (2023), and Sandra Rae (2022)—each of whom has contributed significantly to the venue’s strategic leadership and customer engagement.
Strengthening Australia’s Position in the Global MICE Industry
ICC Sydney’s recognition on the world stage highlights Australia’s growing role as a key player in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. With Sydney hosting a range of high-profile international events each year, platforms like Synergy ensure the city remains globally competitive by investing in human capital and service innovation.
The venue’s consistent focus on operational excellence and its early adoption of intelligent training tools support wider goals set out by Destination NSW and Tourism Australia to boost business tourism and economic growth. Business events are a major contributor to Sydney’s visitor economy, injecting billions into local industries such as hospitality, transport, and retail.
What Synergy Means for Attendees
While the benefits of Synergy are internal, event attendees and business travellers ultimately experience the outcome: smoother logistics, knowledgeable staff, and well-organised event execution. Whether it’s faster registration, better wayfinding, or efficient technical support, visitors attending events at ICC Sydney will feel the impact of smarter training systems in real time.
Tips for Business Event Travelers
- Plan Ahead: Business events often span multiple days. Review the agenda early and register for breakout sessions or networking events in advance.
- Leverage Venue Tools: Use venue-specific apps or maps to familiarise yourself with room locations, amenities, and food outlets.
- Optimise Your Networking: Prepare an elevator pitch and set specific goals for who you want to meet.
- Stay Informed: Keep an eye on announcements or changes to sessions, often sent through mobile apps or venue displays.
- Expect Excellence: With platforms like Synergy in place, event staff are trained to deliver outstanding service. Don’t hesitate to ask for help or clarification during events.
Looking to the Future: Innovation as a Pillar of Success
The success of the Synergy training platform is a strong indicator of where the business events industry is heading—toward intelligent, data-informed, and human-centric service models. As more convention centres worldwide look to enhance training through technology, the role of platforms like Synergy will grow in shaping the next era of event hospitality.
ICC Sydney’s proactive approach to leadership development and innovation sends a clear message to the global industry: the future of business events depends not just on infrastructure, but on the capability and confidence of the people behind the scenes.
By continuing to invest in staff development and collaborative innovation, ICC Sydney is not only raising industry standards but also ensuring Sydney remains a premier destination for business travellers and event organisers alike.
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