VirtuOZ: the virtual factor of the hybrid formula at ICCA Congress 2021

Client: International Congress and Convention Association (ICCA)

Event: ICCA Congress 2021 (

Service: Sponsorship – VirtuOz online platform (


The ICCA Congress 2021 host city was Cartagena de Indias, Colombia, in addition to multiple hubs across the world including, Abu Dhabi, UAE; Paris, France; Nagaski, Japan; Seoul, Republic of South Korea; and Johannesburg, South Africa. This on-site and on-line event presented a challenge: how to offer a virtual design and experience for all attendees to benefit from all hubs with a click of a button?  

A fully supported and innovative virtual platform was required to bring together delegates from within the industry who could not travel due to restrictions in these volatile times. Global collaboration was essential to carry out the educational program aimed at providing regional perspectives into these eight meta trends: innovation, agility and collaboration; sustainability; organisational culture; the future of work; consumer choice and event experience; future generation; diversity and inclusion; community building; and the impact of technology.  


To address the challenge of worldwide collaboration and networking in a hybrid model, the VirtuOz team at Kenes Group developed an interface that was easy and enjoyable to surf. The design was inspired by the venues from the six different hubs and the art on the stage at the Convention Centre in Cartagena, Colombia.  

In the VirtuOz platform, the list of participants was represented on a world map. The exhibition hall offered virtual attendees a selection of industry booths with the opportunity to make a “badge swipe” to share their contact information or chat with a representative in real time during the days of the event. 

Dedicated cross hub networking sessions utilised the innovative SparkX feature within the VirtuOz platform to make these connections more valuable.

Direct interactive connectivity was also implemented between the virtual attendees and the speakers at live sessions taking place in each destination via the Q&A and chat features in the platform. 

Live-streaming and on-demand content were available. 


Total registrations: 1230 from 78 countries

Regions with over 100 participants: 

  • Middle East: 243
  • Western Europe: 364
  • East Asia and Pacific: 164
  • Central and South America: 119

Booths visits 24 – 27 October: 5583

Listen to Business Development Manager for the Latin American Region, Vicky Marmolejo and Marketing Communications Specialist Estefanía Zárate Angarita from the Congress host city: