The sector is in danger of turning its back on
sustainability, according to the IBTM World Trends Report.
Launched at IBTM World’s 20th anniversary edition
in Barcelona, the annual report also underlines the importance of talent to the
future of the industry and emphasises the emergence of a new type of event
professional that has evolved to meet the changing dynamics of the sector.
The report’s author Alistair Turner, managing director of
Eight PR & Marketing, concluded: “There are signs the industry is in danger
of turning its back on sustainability. Despite so much progress and so much
evolution, the pressures on budget, time and knowledge are all taking their
toll on event organisers trying to continue to produce the best while being
squeezed from all sides. To ensure these fears do not come to fruition must be
an imperative for the industry, it is too important, and our responsibility is
too great.”
The conclusion also sees Turner identify talent as one of
the biggest opportunities for the sector.
“We have great people but not enough to go around,” he said.
“We need to fish for our talent in a global pool. But we also need to fish in
every area of the pool, embracing the disenfranchised, forgotten,
underrepresented and underprivileged areas of society, no matter where we are
hiring. There is no barrier to entry in events, there is a job for everyone,
because events, by their nature, engage across society. By being diverse in the
way we seek our talent, we open events up to more diverse audiences.
“The next generation of people represent the potential of
the meetings and events industry. Those that have been in it for any length of
time will know they will face their fair share of opportunities and challenges,
but there is no doubt they will also be part of a growing and influential
industry - one that is embracing technology, but in a human way, one that sees
the opportunities of AI, but is responsible enough to handle them, one that is
mindful of people, place and planet, that acts and doesn’t just talk. One that
cares about a global future for everyone.”
The corporate events world is showing signs of its battle
against budget restraints, according to the report.
“These professionals are being squeezed on all sides and
despite slowly understanding the power and influence of what they do, are still
not capable of fully realising their potential,” said Turner. “At their best
they are able to give creative and strategic freedom to outstanding global
agencies which put sustainability and responsible technology front and centre.
At their worst, there is a culture of fear and misunderstanding that is
stifling creativity, measurement and sustainability.”
To download the full report, click here.
