Taking the helm of The Meetings Industry Association (MIA), new CEO Shonali Devereaux shares her vision for the association in the year ahead and how it plans to meet the changing needs of its members.

The UK’s business meetings and events sector is at a crossroads as we hit the midpoint of this truly unique decade.

We’re navigating everything from shifting regulations to evolving workforce expectations and new business models. It's a time of both challenge and huge potential.

As the new CEO of the Meetings Industry Association, I’m deeply inspired by the sector’s remarkable journey so far, and I’m excited to help propel it forward, building on the momentum that’s been created.

My goal is to deliver the MIA's vision – to help business events be best in class with energy and clarity, leading us into the future. Looking ahead, I’m laser-focused on ensuring we set the standard for business meetings and events in the UK. We’re not just aiming for excellence – we want to make a real, meaningful difference for everyone in the industry.

Shonali Devereaux

Delivering what our members and the industry needs

Change is constant and as the industry evolves so must we. Our mission is to remain a dynamic and proactive voice for our members and the wider sector.

To do that, we’ll continue fostering open, two-way communication, so we can listen to challenges, spot opportunities and shape our support accordingly. Our quarterly MIA insights, networking events and peer-to-peer groups are critical to this process.

These platforms help us keep a finger on the pulse, understanding what venues, suppliers, destinations and all stakeholders need. It’s only through listening that we can refine and improve. That’s why we’re engaging with our members right now, finding out how they connect with us, what benefits matter most and where we can fill in the gaps to enhance our strategy for the year ahead.

aerial view photography of group of people walking on gray and white pedestrian lane

Photo by Ryoji Iwata on Unsplash

Creating a connected community

One of the great strengths of our sector, and of MIA membership, is its sense of community.

We thrive when we collaborate, share knowledge and support one another. That’s why we’ll keep pushing for more opportunities for our members to connect and share. We’re committed to growing and strengthening our community to ensure it remains inclusive, accessible and fun.

Our goal is to make it easy for members to engage with the MIA. Whether it’s through peer groups, roundtables or industry events, we want every member to feel that they belong and that their voice matters. By creating a space where everyone feels supported and inspired, we can empower members from all walks of life to shape the future of our industry.

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Photo by krakenimages on Unsplash

Elevating the industry’s influence

For years, the MIA has been focused on elevating the value and reputation of our sector. A stronger profile for both the MIA and the wider industry translates into greater recognition, influence and crucial support – something we’ve seen firsthand since the pandemic.

In the future, we’ll continue to leverage our close relationship with the government to advocate for business meetings and events. By engaging policymakers and championing our members’ needs, we’ll push for more support and ensure our sector is recognised and considered in government priorities.

We will also continue to inspire excellence across our activities. Whether it’s through developing accreditation, promoting best practices or offering CPD opportunities, our goal is clear: position UK business events as the best in the world.

a woman with blue hair standing in front of an audience

Photo by Ben Moreland on Unsplash

Our People

Behind every great organisation is an even greater team. We’re fortunate to have an exceptional network of industry experts, from our talented core team to our inspiring Board and Taskforce.

Their diverse perspectives and expertise are crucial to shaping strategies that benefit every event professional. We’re committed to creating an environment where every team member feels empowered to contribute and thrive. By promoting a culture of collaboration and continuous growth, we’ll ensure that our team stays passionate and driven to champion the future of business meetings and events.

As we continue to evolve, we continue to strengthen our community and raise our sector’s profile. I’m confident these efforts will attract new members while deepening engagement and loyalty amongst our current members. We want to inspire everyone – not just those within our community, and by sharing best practices and driving innovation, we will influence positive change. My mission goes beyond advancing the MIA; I’m here to help shape the future of our industry.

Together, we’ll continue to thrive in this dynamic and exciting space we’re all so proud to be part of. As I build on the inspiring legacies of my predecessors, I’m truly excited about the opportunities ahead and what we can achieve together. The best is yet to come.

"Looking ahead, I’m laser-focused on ensuring we set the standard for business meetings and events in the UK"

Shonali Devereaux
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