How the global WTCA network influences the development of world-famous event centers

The World Trade Centers Association® (WTCA®), an international trade organization connecting more than 300 World Trade Center® (WTC®) locations in nearly 100 countries, held recently 2023 WTCA Member Forum in New York City. With the theme of "Drivers of Progress," this year's Member Forum focused on the unique ways WTC businesses drive progress within their local and global communities, and the Association's plans to revitalize for the future and expand its current global Membership base to 500 WTCA Members over the next decade through “Road to 500" initiative.

One of the participants of the  Member Forum was the Deputy General Manager of the WTC event center in Istanbul, Mr. Haluk Kanca, who also serves as a member of the WTCA Board of Directors. Mr. Kanca told us about the significant influence of the WTCA network on the development of this world-famous event center, as well as all the benefits that the WTCA network provides.

For what reason did you decide to attain a World Trade Center (WTC) license for the event center in Istanbul from the World Trade Center’s Association (WTCA)?

As one of the earliest members of the World Trade Centers Association® (WTCA®), World Trade Center® (WTC®) Istanbul received its license in 1980. The license provided various benefits such as networking opportunities with business prospects located around the world and recognition with a world-renowned brand.

How much has the WTC license/being a part of the global WTCA network helped you expand your business?

Being associated with the World Trade Center brand enhanced WTC Istanbul’s reputation and visibility on a global scale. Especially in the Conferences & Exhibitions sector, being a World Trade Center plays a crucial role in marketing trade shows and fairs around the world. Additionally, in terms of our commercial office buildings, international companies prefer to rent our spaces because we are a World Trade Center. Our strategic location, state-of-the-art facilities, and commitment to providing comprehensive support services that cater to their specific needs are further complemented by the global recognition of the WTC brand and networking opportunities that come with being part of the global WTCA network.

The author of the photo of Danica Milovanovic is April Renae

The author of the Group photo is April Renae

What specific services have you expanded using the WTC license/the global WTCA network?

The WTC license and the global WTCA network have allowed us to expand our range of services. In addition to our business towers, all of which are rental properties managed by WTC Istanbul, we have extended our offerings to include the Istanbul Expo Center, which stands as the largest fairground in Türkiye. This diversification enables us to provide a comprehensive suite of facilities and services that cater to the diverse needs of our clients, both local and international, in the fields of business and event management.

How much does the WTC license/global WTCA network contribute to an already developed market like Türkiye?

The contribution of a WTC license and participation in the global WTCA network to a developed market like Türkiye can be significant. While Türkiye has a well-established and diverse economy, the ways in which the WTCA network can contribute to further its advancement include access to the global business network, global brand recognition, connection with global prospective customers and partners, and knowledge sharing between the World Trade Center businesses that are part of the global network.

What does the WTC license/global WTCA network mean for your industry, specifically for event center services?

The WTC license and global WTCA network can significantly enhance the reputation, reach and business opportunities for an event center services provider. It allows us to tap into a global network, providing an array of benefits that can help us thrive in a competitive industry, and serve a broader and more diverse client base.

How does WTC Istanbul use the power of the global WTCA network (i.e., being connected to 300+ WTC locations across nearly 100 countries) to open opportunities for its local businesses (trade)?

The global WTCA network helped us to leverage the value and significance of the events, exhibitions, trade missions and other services that we offer. In 2013 WTC Istanbul organized the Futurallia Business Forum in Istanbul, showcasing how the global WTCA network played a pivotal role in participant and attendee recruitment efforts. With over 1,000 local and foreign participants and attendees, the events were designed to leverage the expansive reach of the WTCA network, connecting businesses from around the world. More than 9,000 meetings were held during the Forum. In a follow-up, we were able to expand our network of partnerships that led to numerous trade missions, international events and trade show participations throughout the following years. 

UFI, the global association of the exhibition industry, just announced its newly-elected Board of Directors for 2023-2026, of which four WTCA members (two of whom currently sit on the WTCA Board) are also associated with the WTCA network (WTC Metro Manila, Dubai World Trade Center, WTC Taipei (TAITRA) and WTC Seoul (COEX)). What does that say about the power of the WTCA global network in terms of the exhibitions industry?

The representation of four World Trade Centers Association (WTCA) Members (two of whom currently sit on the WTCA Board of Directors) in the newly elected UFI Board of Directors underscores the significant influence and impact of the global WTCA network on the exhibitions industry. It demonstrates the collaborative strength, industry leadership, and networking opportunities provided by the WTCA on a global scale. These WTCA Board Members will be able to promote and advocate for WTC businesses who are in the exhibitions industry, encourage some UFI members – especially those who are not as globally known – to join the WTCA network to expand their global reach, and connect current WTCA Members with other events such as IMEX and IBTM and other events-related associations like AIPC. As the primary exhibition venue owner in Türkiye and a Member of the WTCA, WTC Istanbul is proud to play a crucial role in this field.

On the other hand, Danica Milovanovic, Membership & Business Development Lead for Central and Eastern Europe pointed out after the Member Forum that WTCA Members like to attend this annual to share important trends, market changes and issues across the global WTCA network, and to help them solve some of their challenges – no matter if their WTC business iscompletely real-estate oriented or focuses more on trade services. 

“Our WTCA Members are the Association’s biggest asset. The WTC brand image, which is strongly communicated by them, represents a point of orientation for our strategic partners in an ever-growing trade services and real estate offering. At the recent Member Forum in October, our Member success stories and innovative business concepts fueled global WTCA brand recognition. At the same time, each session from the program was tailored to reflect the WTCA’s ongoing brand modernization, so the Association’s regional Member engagement teams can better serve Members and meet the current market demands,“concluded Danica Milovanovic.

The Member Forum also marked the official countdown to the highly anticipated 54th annual WTCA Global Business Forum (GBF), which will be hosted by WTC Bengaluru on March 3-6, 2024. With the theme of "Empowering Progress through Innovation & Collaboration," next year's event aims to showcase the economic potential and business opportunities in India, particularly Karnataka, which has been called the "Silicon Valley of India."