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Christmas and Year Ahead Blog

As the year draws to a close I thought I'd take a few minutes to reflect on where we are and where we're going - yes it is that time of year for us all! 

Sometimes we need reminding that we're:

- An industry that delivers over £36 billion of economic benefit to the UK economy annually

- An industry that supports a diverse and skilled workforce of over 500,000 people directly

- An industry that supports over 25,000 small businesses across the country

- An industry that off the back of the Olympics that can deliver much needed long term sustainable jobs to London and the UK. The positive effect to the economy of increasing the UK and London as destinations would be quite immense. 

It is an industry that is undoubtedly going through a period of change - perhaps faster than at any other time in recent history. 

The effect of government cuts has already impacted on the COI and will inevitably hit hard those that rely on the public sector for their work. 

As we enter this period of austerity and economic unpredictability we can take heart from a recent Eventia Whitepaper which highlighted that there is evidence out there to suggest that some of you are starting to see some green shoots of recovery. From a low base that may be but let's take that optimism into 2011 and beyond. 

So what does the future hold. 

Globalisation is a factor that effects most business sectors and is clearly affecting ours. There will certainly be a small number of global players and there is nothing to suggest they will not largely be British companies. 

It still remains as true as ever that the more we can demonstrate the positive commercial effect of face to face events by beating the return on objectives and ROI drum, the better. In doing so we will ensure that all stakeholders in our industry benefit. After all, if live events take place destinations, venues, agencies, production companies, technical companies, teambuilding companies, DMCs and travel companies all benefit. 

There is an increasing recognition that 'content is king'.  Exemplary logistics and skilfully chosen destinations and venues can help to make or break an event. 

At the end of the day, though, in nearly every case it is the content that will serve most to deliver the return on objectives and ROI. To this end we will need to see an increase in the industry of marketing and communications, strategists and experts and, of course, graduates of the future will need these skills to enter the industry as well as administration and organizational skills.  Eventia will continue to develop ties with the universities and educational establishments to make sure they are up to speed with the industry's future needs - it is vital to ensure the lifeblood of our industry. 

A key aspect fuelling change is technology.  There is no doubt that virtual technology will overcome the many hurdles that currently exist and will become much more of a force than is currently the case.  At one level we must embrace it and recognize that on a hybrid basis (live and virtual) it is a tool to reach a wider audience and therefore leverage the expenditure on the live event but at another we must be prepared to continue to make that case for face-to-face. 

Social networking has and will increasingly become a key tool in the marketing of businesses and events.  New technology will continue to help to engage audiences, allow for increased interaction and message retention - yet further aiding the return on investment. 

The industry is becoming more sophisticated and adapting to change, it is not happening overnight but it will definitely be a challenging and exciting place in the years ahead.

I am delighted to be able to tell you that Membership of Eventia continues to grow, in particular from an even broader base meaning that we really are the Voice for the Industry! 

May I take this opportunity to thank all members and friends of the Association for your support over the last year and I look forward to working with you over the coming year!  On behalf of the Eventia Board and management team I wish you a very merry Christmas and a prosperous and peaceful new year! 

Regards

Mark