Connection is the new currency: Reflections from PCMA Convening EMEA 2025 in Rotterdam

In today’s digitally saturated world, the value of authentic human connection has never been more apparent — or more essential. This was the sentiment at the heart of the recent PCMA Convening EMEA 2025, hosted in the dynamic city of Rotterdam. The event brought together destination leaders, strategists, and innovators from across the EMEA region to explore how we can foster meaningful connections in an increasingly virtual age. As a proud participant, Simpleview, a Granicus company, joined the conversation with a clear mission to demonstrate how technology can enhance — not replace — human engagement, empowering destinations to connect with their communities and visitors in impactful ways.

Loneliness in a connected age: a wake-up call for destinations

The conference opened with thought-provoking keynotes from Noreena Hertz, economist, globally bestselling author, and honorary professor at University College London, and Thimon de Jong, strategic foresight expert and founder of Whetston, who challenged attendees to rethink the role of connection in the digital era. Noreena’s research revealed a startling insight: Gen X, despite being deeply immersed in digital tools, is now the loneliest generation. This paradox underscores a critical opportunity for destination organisations to design experiences that foster real-world engagement, emotional resonance, and a sense of belonging.

At Simpleview, we believe that technology should act as a bridge to human connection, not a barrier. Our suite of tools — from CRM and CMS platforms to data intelligence and marketing automation — empower destinations to understand, engage, and inspire their audiences in ways that feel personal and purposeful.

Business tourism and the power of collaboration

Throughout the conference, themes of business tourism, placemaking, and future-readiness took centre stage. Destination leaders shared their challenges and triumphs, sparking meaningful conversations around collaboration, innovation, and resilience. Our team had the privilege of connecting with DMO leaders during breakout sessions and networking events to discuss how Simpleview’s solutions can support their goals, including:

Strategic planning through actionable, data-driven insights.
Stakeholder engagement via integrated communication tools.
Experience design that reflects the unique identity of each destination.

These discussions were not only insightful but energising, reinforcing our shared commitment to shaping the future of business tourism together.

Connection, future, and integration by design

The conference’s guiding themes of connection, future, and integration by design resonate deeply with Simpleview’s mission to help destinations:

Connect with visitors and residents through unified messaging and digital platforms.
Plan for the future with scalable, flexible technology.
Integrate systems and strategies to streamline operations and amplify impact.

Simpleview is here to empower destinations with the tools and insights they need to thrive, whether it’s supporting a city’s placemaking strategy or helping a region navigate the complexities of event planning and visitor engagement.

Looking ahead: human-centred innovation

PCMA Convening EMEA 2025 reminded us of a powerful truth: connection is the new currency. The future of our industry depends on how well we nurture it. As we look ahead, Simpleview remains steadfast in our commitment to helping destinations build bridges, tell their stories, and create experiences that matter.