The industry has Parliament's attention - now it needs to decide what it wants
This year's beam State of the Nation lunch saw industry leaders and MPs debating a wide range of issues; how those conversations develop into actions will be key.
Over the beam State of the Nation lunch at Westminster, around 40 industry leaders, venue representatives, agencies and suppliers had something the industry often complains it lacks: direct access to politicians.
In the plush surrounds of the Churchill Room, with a bust of the UK's wartime leader looking on, MPs Mike Wood and Jack Rankin listened attentively. The Conservative MPs, both members of the All Party Parliamentary Group for Events, engaged in good faith, asking questions, taking notes, and listening to our issues and concerns.
There was a fantastic mood in the room, one of collaboration and a shared determination that our industry be heard at the highest level.
Yet I left Parliament with the words of the MPs ringing in my ears. We spend a lot of time saying government doesn't understand our industry, that we're overlooked. We point to the billions we contribute to the economy and express dismay that our voice isn't louder in Westminster.
But if government turned around tomorrow and asked, "What exactly would you like us to do?", would we have a clear answer?
Mike Wood MP addresses the group
Mike Wood MP addresses the group
That was the question posed to the room at the end of the discussions. And it's a valid one. The industry has no shortage of problems; National Insurance increases, rising costs, a talent shortage, skills gaps... you name it. Throw in the proposed Overnight Visitor Levy and the cuts to VisitBritain - two big talking points over lunch - and it's clear the challenge isn't identifying issues; the challenge is deciding which ones matter most.
Every person in the room could point to something making life harder for their business. Every concern was valid, and every frustration understandable. But politics does not work particularly well with a shopping list.
One of the most insightful observations came from Jo Austin of Lime Venue Portfolio.
Politicians, she argued, tend to think about events through the lens of the big, glamorous moments, giving the example of the Champions League final. Those events are fantastic showcases for the UK, generating headlines, media coverage and civic pride.
But they are not what keeps hotels full on a rainy Tuesday in February.
Business events are less glamorous and less visible; yet they are often far more important economically because they provide year-round demand.
"We bring in business when there's nothing else, and we give everything a 365 day a year opportunity, rather than high days and holidays," said Austin. "When all the fans have gone home, we want to give that city a reason to open. It's when nothing else is happening that all our cities need business events."
This is perhaps one of the industry's biggest communications challenges. We know business events drive hotel occupancy, support hospitality businesses, attract investment and create jobs. But do politicians really understand that? And if not, how do we get them to?
The discussion around the recent cuts to VisitBritain was particularly revealing.
Several attendees highlighted the government's decision to remove dedicated funding for the Business Events Growth Programme, despite the programme generating a reported 35:1 return on investment.
The room explained how a relatively modest amount of public funding had helped secure international conferences, exhibitions and congresses that delivered significant economic benefits across the UK.
What seemed to genuinely surprise the MPs was the scale of the cuts, and the context around them.
There was a brief, shocked hush that descended on the room when it was pointed out that VisitBritain's business events team is now reportedly half the size of the equivalent team in the Faroe Islands.
It's a striking statistic, and a moment that cut through and united the room around a clear and specific issue. Why? Because it was simple, memorable, and easy to understand. That's how politics works.
The proposed Overnight Visitor Levy in England generated equally passionate discussion. Concerns centred on the additional cost burden for hotels and visitors, particularly at a time when hospitality businesses are already facing rising costs from multiple directions.
People also raised concerns around how funds would be reinvested and whether this would directly translate into increased business events activity or economic growth.
However, opposing a policy is not quite the same as articulating an alternative vision. And if the industry wants to influence government, it cannot simply explain what it is against. It also needs to explain what it is for.
To my mind, that is where the next stage of engagement needs to focus - on identifying a small number of clear, practical asks.
The work beam has done getting to this point with government is outstanding - the collaboration, the championing of the sector, and the open and honest approach to conversations. The hugely encouraging thing about the beam lunch was that MPs showed up, listened and engaged. This is clear and evident progress on where we have been in the past. However, access alone is not enough.
Other industries often have simple stories. Sectors like aviation, energy, manufacturing - they know what they want, and they ask for it.
The business events industry is a broad, fragmented sector spanning venues, hotels, agencies, suppliers, destinations and organisers, all with slightly different pressures and priorities. It's no surprise then, that it frequently has dozens of priorities competing for attention.
But if government is finally listening, now feels like the moment to move beyond talking about everything and start asking for something.
And before Westminster can understand what the industry needs, the industry needs to decide exactly what that is.