AbleMaxx welcomed buyers and international partners to Wembley on 4 December for its International Workshop, bringing together destinations, DMCs and venue partners inside The Drum for a full day of meetings, content and networking.
“Today is all about connection,” Chris Bason, account director at Global DMC Partners, told delegates in his welcome address. “Bringing our buyers and partners together in one room is what AbleMaxx does best.”
The supplier line-up showcased AbleMaxx’s international reach, with a mix of major destinations, venue partners and DMC representation. Participants included Destination DC, Destination Toronto, HL Adventure, The Johnstown Estate, Poland Pros and DMC Nordic, among others. The format kept energy high, with buyers collecting passport stamps from each supplier as they moved around the room, adding a competitive edge to the meetings programme. Completed passports translated into prize draw entries later in the evening.
The keynote session was delivered by leadership consultant and executive coach Amrita Bhalla, who addressed the impact of artificial intelligence on hospitality and travel. Her message was clear: AI should support the industry, not replace it.
“We will not replace human touch,” she said. “We are one of the most people-intensive industries out there. I look at AI as a collaborator and a partner tool, but not as a replacement tool.”
Bhalla spoke about using AI to strip back administration and free up time for relationship-building and creativity. “Take the admin and focus on the human. Use AI as your partner and collaborator and spend your time building relationships,” she told attendees. She also cautioned against over-reliance on automation alone, highlighting where human judgement still matters most. “The algorithm does not know everything. It does not know if a hotel is closing for refurbishment or if a restaurant has shut down. That is where the human element will never be replaced.”
AbleMaxx also incorporated a charity element into the workshop in support of Smart Works, the UK organisation helping unemployed women prepare for interviews and return to work. Delegates were invited to donate women’s clothing and workwear, with Maria from AbleMaxx’s Global DMC Partners team introducing the charity on the day. “Smart Works provides practical support that helps women prepare for interviews and return to the workplace,” she said.
The day concluded with a behind-the-scenes tour of Wembley Stadium followed by the gala dinner. Entertainment, including performances from singing waiters, and a prize draw tied to the passport challenge rounded off the programme, closing the workshop with a high-energy finish.

















