Last year, Swiss Congress/Conferences introduced Swiss LiveCom Association EXPO EVENT to our international readership. This year, you have the opportunity to learn more about this organisation from its CEO, Martin Troxler.
How would you describe the primary focus of the SLA?
The primary focus of the Swiss LiveCom Association EXPO EVENT (SLA) is to represent the interests of the Swiss live communication and event industry, to promote professional exchange, and to establish high standards of quality and sustainability within the sector. At the same time, the SLA serves as a central platform for networking, knowledge transfer, and the ongoing development of the entire LiveCom community in Switzerland. Innovation and high-quality standards are crucial for the long-termviability of the industry. The SLA actively promotes these through targeted formats such as innovation forums and the annually awarded XAVER Award. These initiatives provide a platform for sharing best practices – particularly in the areas of sustainability and digitalization – and strategically connect established providers with tech start-ups. In doing so, the SLA makes a tangible contribution to the professionalization and long-term strengthening of the Swiss LiveCom sector.
Although it was originally founded for the German speaking part of Switzerland, you had plans to expand your services to the rest of the country in 2025 with a major event kick off. How well was this expansion received in the French and Italian speaking Switzerland? Are you satisfied with the progress? Could you now say you represent all of Switzerland?
The expansion into the French- and Italian-speaking regions of Switzerland has been very positively received overall. The interest in a national industry platform was clearly noticeable, and we were able to gain valuable new contacts and members. Of course, establishing a presence in new regions is a process that takes time, but we are very satisfied with the progress made so far. Our goal is to gradually establish the SLA as a truly nationwide organization – and on this path, we are well on track.
As the SLA is a membership-based association, is it exclusively for Swiss conference organisers or are international associations also welcome? And what are the advantages of membership?
The SLA primarily targets stakeholders who are active in Switzerland or have a close connection to the Swiss market. At the same time, international organizations and companies are also welcome, provided they wish to engage actively in the Swiss LiveCom industry. Membership offers numerous benefits, including access to a strong network, up-to-date industry information, representation of interests on a political level, training opportunities, visibility within the community, and the chance to actively help shape the future of the industry.
The Swiss Livecom Association is essentially focused on Switzerland. However, you are also part of the Livecom Alliance, a pan-European organisation. As our website and magazine are targeted at both national and international markets, what benefit does the SLA offer international PCOs? Also non-European ones?
For international Professional Conference Organizers (PCOs), the SLA provides comprehensive access to the Swiss market, which is renowned for its high quality, professionalism, and innovative strength. Through networking within the SLA and the LiveCom Alliance, international actors benefit from local expertise, reliable partners, and a strong European network. Outside of Europe, the SLA does not provide targeted guidance or direct contacts for projects and companies in Switzerland. Nevertheless, due to its internationally active members and high-profile events – such as the EXPO in Japan – the SLA closely monitors and follows international developments with interest.
What would you say are the highest hurdles and the greatest challenges facing the MICE industry today? And, what steps are being taken to ensure the industry continues to thrive?
Currently, the biggest challenges include a shortage of skilled workers, rising costs, sustainability requirements, and rapid technological change. At the same time, the expectations of clients and participants are evolving. To address these challenges, the industry is increasingly focusing on training and professional development, innovation, sustainable concepts, and active exchange within networks such as the SLA. The goal is to ensure long-term competitiveness and to consistently seize new opportunities.
On a slightly more personal note, what would you like to implement as your legacy to the growth and development of the SLA?
My personal goal is to establish the SLA as a strong, recognized, and inclusive industry platform that connects people, promotes innovation, and actively supports young talent. It would be highly gratifying for me if we succeed in creating a sustainable structure that goes beyond individual contributions and provides long-term value to the industry.
