In the dynamic and highly competitive world of business events, the balance between innovation and intellectual property (IP) protection is an important concern.   At AIME 2025 in Melbourne, Tourism Portfolio had the privilege of hosting an insightful panel discussion on this very topic: Protecting Innovation: Navigating IP in Business Events.

With a panel of industry leaders, including Barb Campbell (CTC Destination Management), Heather Williams (TERRAEVENTS), Andrew Yell (FCM Meetings & Events), and Jo Hancock (DIRECTIONS), the session explored how DMCs and buyers can safeguard their creative assets while fostering collaboration.

Defining and Protecting Intellectual Property in Business Events

One of the central themes of the session was understanding what constitutes protectable IP versus shared inspiration. While ideas are often inspired by a multitude of sources, the unique way in which a DMC or agency crafts and presents a program is where true intellectual property lies.

Heather Williams shared insights into how TerraEvents crafts proposals and itineraries to prevent unauthorized use. She emphasized that while collaboration is essential, ensuring transparency through safeguards like  client agreements helps protect the investment made in designing creative proposals.

Jo Hancock brought an interesting perspective by classifying internal business processes—such as staff retention strategies and budgeting models—as a form of intellectual property. She highlighted how these foundational aspects of a business create value beyond just event design and need to be protected in their own way.

Challenges of Competing RFPs and Proposal Sharing

A recurring challenge in the industry is the issue of competing RFPs diluting expertise and knowledge. Andrew Yell pointed out that in a market where multiple DMCs are often pitted against each other for the same project, it’s crucial to focus on storytelling and destination expertise first. He argued that winning business should start with selling the destination, then the agency, and finally the DMC. This approach ensures that the knowledge and expertise of each partner in the chain are valued rather than commoditized.

Barb Campbell added another layer to the discussion by explaining how letters of intent and contracting for blocks of hours can serve as effective mechanisms for protecting intellectual property. She compared the client-DMC relationship to dating—there needs to be mutual trust before fully committing to a partnership. By implementing clear agreements early in the process, both parties can work collaboratively while maintaining respect for each other’s contributions.

AI, Innovation, and the Ethics of Idea Ownership

One of the most thought-provoking discussions of the session was the role of AI in business events. The panel tackled a hypothetical scenario: An AI-generated mood board from a DMC wins a pitch—innovation or theft?

While opinions varied, the consensus was that AI is a tool that can enhance creativity but does not replace the human expertise that brings an event concept to life. The real challenge lies in ensuring that AI-generated elements complement rather than replace original ideas. Jo and Heather both agreed that while AI can assist in streamlining workflows, clients value and recognize the value of the human-led creative process.

Industry-Wide Solutions: Transparency, Contracts, and Collaboration

Throughout the discussion, one key message stood out: Trust and relationships are the best form of IP protection. While legal agreements & NDAs can offer safeguards, long-term collaboration is built on mutual respect and transparency.

Andrew emphasized that preferred supplier agreements help reinforce these relationships. Having a dedicated local DMC representative who understands both the destination and the client’s needs creates a level of security that is difficult to replicate with ad-hoc partnerships. Heather, having frequently travelled to market, highlighted the value of face-to-face interactions in strengthening business ties and ensuring that both buyers and suppliers feel confident in their collaboration.

Key Takeaways for the Industry

As the session wrapped up, we summarized a few critical takeaways:

  • The story of a destination remains the core product. It’s not just about the facts—it’s about how you tell, present, and deliver the experience.
  • Collaboration thrives when transparency and safeguards coexist. Whether through NDAs  or letters of intent, having clear structures in place benefits all parties.
  • Trust and relationships are the ultimate form of IP protection. Consistent value delivery and ethical business practices will safeguard ideas more effectively than legal protection alone.
  • AI can support innovation but should not replace human expertise. Clients recognise the value of creative input beyond what technology can generate.

Final Thoughts

Tourism Portfolio is proud to have facilitated this  conversation at AIME 2025. As we continue to navigate the evolving landscape of business events, we encourage industry partners to challenge their ecosystem to deliver the best while protecting and respecting intellectual property.

We’d love to hear your thoughts—how do you approach IP protection in your business?

Share your insights with us, and let’s keep the conversation going.