The power of events knows no boundaries - and eventprofs need to get this vitally important message across to those outside the sector.
That's the message from a new report from ICC
Wales exploring the value of face-to-face meetings.
The report, called ‘Event Power: A Force for Good,’ looks beyond the traditional measures of event impact – economic value, job creation, increased destination profiling – and focuses on the far-reaching benefits that events bring to communities and supply chains, as well as on matters such as sustainability and future-building.
It concludes: “The events industry is an unsung hero. Many people believe
events just happen… they have no idea of what goes on behind the scenes.
“Events are a force for good and we need to get this vitally important
message across to those who are not in our community, so that the remarkable
power of events is truly recognised.”
The report, launched at The Meetings Show 2023 at
ExCel London, demonstrates how events:
- Support
a destination’s visitor economy through delegate spend, tourism levies and
subvention;
- Boost
trade and inward investment by showcasing sector strengths, promoting the
UK Government’s Levelling Up agenda and boosting the value of regional
powerhouses;
- Impact
on communities through job creation and championing local suppliers, as
well as opening up educational opportunities, enhancing civic pride and
leaving long-lasting legacies;
- Embrace
the UN’s Sustainable Development Goals by minimising environmental
footprint and proactively marketing a destination’s sustainable travel
options;
- Provide
a platform for delegates to engage and network, fostering meaningful
connections and promoting a culture of knowledge sharing;
- Offer
destinations a stage to market to new audiences, raising cultural
awareness and creating future tourism and trade opportunities.
The report features
forewords from Rt. Hon Theresa Villiers MP, chair of the All-Party
Parliamentary Group for Events, and Chris Skeith OBE, chair of UK
Events, as well as expert industry contributions from The Business of Events,
the Association of Event Venues, the Meetings Industry Association, the
Association of British Professional Conference Organisers, and the BestCities
Global Alliance.
Danielle Bounds, sales director, ICC
Wales, said: “The
power of events is limitless, and the industry’s impressive post-pandemic
recovery proves that events do really make a difference in people’s lives. Not
only do they bring to life connection and collaboration, but they act as a
catalyst for the innovation, creativity and action that are so essential to our
ever-changing societies.
“But it’s not
enough to look at obvious measures of success. This is why our latest report
looks beyond the key benefits of events to explore the additional or ‘unsung’
aspects of impact that events have on local, national, and global communities.
“Our report aligns with
ICC Wales’s goals as a venue to design events with an environmental impact as
though it never existed, but a societal impact which resonates and motivates
way beyond its conclusion. The report also demonstrates how the events sector
aligns with the UN’s Sustainable Development Goals. Events help create a legacy
for destinations, civilisations, and institutions, and while it may be our
vocation or passion as event professionals, it is ultimately our responsibility
as a venue to champion our sector and increase awareness to the audiences
outside of our industry.”
‘Event Power – A Force for
Good’ is available to read here.
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
