FIA: Asia-Pacific Congress
Challenge
In an increasingly interconnected world, a challenge for global organisations is bridging borders to create meaningful experiences that forge lasting connections.
For the Fédération Internationale de l’Automobile (FIA), a global leader in motorsport governance and mobility advocacy, this mission is central to its work.
The FIA governs world motorsport, such as F1, and advocates for motorists worldwide.
Each year, the FIA hosts regional congresses, bringing together stakeholders from around the world to forge connections, share knowledge, and build capacity.
Solution
I led the charge to deliver the 2024 event with the FIA and club teams, bringing together global stakeholders, cutting through time zones, and keeping communication on-time and consistent.
We built a programme that hit the mark professionally and culturally and engaged a diverse, multi-level audience and delivering a consistent FIA brand experience from start to finish.
I worked closely with local teams to:
Serve as the event director, overseeing all event logistics.
Create the theme ‘Powering Through Change’ to reflect the environment and opportunities and set the event direction to guide decisions on content.
Develop a detailed programme that balances professional sessions with curated cultural activities and is focussed on initiatives in road safety, technology, membership benefits, and sustainability.
Manage all logistical aspects, including programme, travel, accommodation, and venue coordination.
Integrated local traditions to enhance authenticity and create a vibrant atmosphere that resonated with attendees.
Engage guest speakers and industry experts to deliver valuable insights, enriching the professional sessions and positioning the event as a thought leadership platform.
Results
The event welcomed a record number of over 115 attendees from around the world, promoting collaboration and placing knowledge at the core.
What set this event apart was its balance: fostering meaningful professional connections through curated cultural experiences while simultaneously upholding the global FIA brand.
The Congress's success resulted in a 100% budget increase for the 2025 conference, underscoring its value and impact.
