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| Mohamed Sherif |
The International Association of Professional Congress Organisers has named Mohamed Sherif, General Manager at ICOM DMC and a subsidiary of ICOM Group, as the recipient of the prestigious IAPCO Driving Excellence Innovation Award 2026.
Presented during the celebrated IMEX Gala Dinner in Frankfurt by IAPCO President Sissi Lignou and IMEX Founder and Chairman Ray Bloom, the award recognises Sherif’s pioneering leadership in revolutionising delegate transportation at CardioAlex 2025 through a highly effective, data-driven smart mobility system.
The achievement marks an important milestone not only for Egypt’s thriving meetings industry but also for the future of sustainable conference management worldwide.
How Smart Mobility Is Transforming Global Conferences
Large international conferences depend on flawless logistics, yet delegate transportation often remains one of the most complex and resource-intensive operational challenges.
At CardioAlex 2025, one of the Middle East and Africa’s largest cardiovascular conferences, this challenge was reimagined through technology, operational redesign and real-time decision making.
Held annually at the renowned Bibliotheca Alexandrina in Alexandria, Egypt, CardioAlex attracts thousands of cardiology professionals, researchers and global medical experts for intensive scientific programs, live case demonstrations, workshops and international collaboration.
In 2025, the conference welcomed more than 6,200 delegates across a demanding three-day schedule.
Historically, transport systems relied on conventional fixed bus allocations assigned to individual hotels. While functional, this model frequently produced overlapping routes, underutilised vehicles, rising fuel consumption and growing environmental concerns.
Under Mohamed Sherif’s leadership, ICOM Group challenged this long-standing approach.
The Award Winning Smart Shuttle System Changing Delegate Travel
To address recurring transport inefficiencies, ICOM Group assembled a specialised cross-functional taskforce bringing together experts in web development, operational logistics and ground transport management.
The result was the innovative CardioAlex Smart Shuttle System.
Rather than assigning buses to specific hotels, the new model introduced a dynamic round-robin fleet structure. A smaller number of continuously circulating buses serviced multiple hotel pickup locations and the conference venue through carefully timed rotations.
The system combined three integrated technological layers designed to improve both operational performance and delegate convenience.
A delegate-facing mobile application used GPS technology to identify the nearest pickup point while providing real-time estimated bus arrivals. Drivers utilised a dedicated application supporting dynamic route sequencing and live fleet navigation. Meanwhile, a centralised operations dashboard delivered instant oversight of vehicle locations, passenger loads and operational adjustments when required.
This intelligent approach transformed transportation into a responsive, data-led service model built around flexibility, visibility and efficiency.
Sustainability And Delegate Experience Working Together
The operational results delivered by the CardioAlex Smart Shuttle System were both immediate and measurable.
In 2025, CardioAlex managed its largest accommodation footprint to date, encompassing 18 hotels and approximately 1,600 rooms, while operating with just 47 buses throughout the conference period.
This represented a dramatic 47.8 per cent reduction in fleet size compared with 2023 and a 44 per cent reduction compared with 2024.
Importantly, these gains were achieved without compromising delegate comfort, accessibility or service quality.
The streamlined fleet produced significant sustainability benefits, including lower fuel consumption, reduced emissions and substantial savings in transport operations, vehicle hire and driver logistics.
Freed resources could then be redirected towards strengthening scientific programming and enhancing the overall delegate journey.
The project demonstrates that sustainability, operational excellence and premium guest experience can function as complementary objectives rather than competing priorities.
Egyptian Leadership Driving The Future Of Event Management
In recognising Sherif’s achievement, IAPCO praised the project as a powerful example of practical, future-focused innovation capable of raising standards across the international meetings sector.
With 19 years of experience in international congress operations and event strategy, Sherif has developed a strong reputation for building collaborative, innovation-led operating models capable of delivering complex large-scale conferences.
ICOM Group itself has become a respected force within the medical and scientific meetings landscape across the Middle East and Africa. Based in Egypt, the Professional Conference Organiser brings more than 28 years of expertise in managing major conferences while maintaining a strong commitment to sustainability, operational precision and world-class delegate experiences.
As the business events sector continues to evolve, the CardioAlex Smart Shuttle System offers a compelling blueprint for how intelligent logistics can create smarter, greener and more efficient conferences for the future.
IAPCO – International Association of Professional Congress Organisers Website: https://www.iapco.org
ICOM Group Website: https://icomgroup.org/
CardioAlex Website: https://www.cardioalex.com
IMEX Group Website: https://www.imex-frankfurt.com
For more information about the IAPCO Innovation Award:
https://www.iapco.org/education-and-training/awards/innovation.html
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