An opportune moment
ICCA CEO SENTHIL GOPINATH TALKS ABOUT THE GLOBAL MEETINGS INDUSTRY RECOVERING WITH PURPOSE AND CUSTOMER ORIENTATION
T wo years into the pandemic , we are seeing that the word ‘ recovery ’ means different things depending on where you are in the world and even who you ’ re talking to . Many regions of ICCA membership are back to around 90 % meeting capacity while others are 70 % or less , in accordance with local regulations . But no matter the capacity , the global outlook remains overall positive . International travel is on the rise . Destinations worldwide are ramping up marketing efforts for business events and investing in bringing people back .
Governments are gradually understanding the socio-economic impact of business events . Over 74 % of associations prefer face to face meetings and are preparing for their face to face meetings in 2022 and beyond .
The outlook from venue and CVB sectors is very positive . Over 82 % of CVBs have increased their marketing activities , enhanced their ambassador programmes and boosted bidding for meetings .
We also see that , just as the meetings industry has evolved , so have our customers . The pre-pandemic meeting isn ’ t going to have the same appeal in today ’ s environment – it must be reinvented with experiential emphasis . To do this successfully , we need to get reacquainted with our customers and understand their new mindsets and motivations . One development we are already noticing is that , while people are eager to meet again face-to-face , they want to engage more purposefully . They expect intentional , thoughtful interactions that serve a larger goal . People are much less likely now to travel for a congress or convention that doesn ’ t offer strong business opportunities , purposeful experience , innovative content , and excellent value for the money . Our industry must move beyond commercial transactions to deliver transformational experiences .
The pandemic has further highlighted the importance of engaging with local leaders and policy-makers . We were previously very focused on building strong ties with leaders in tourism and aviation . This is still a priority , but we now clearly see the impact that decisions handed down from other sectors , such as healthcare , can have on our industry . As such , we should diversify our advocacy campaigns and tailor our message to specific sectors . Furthermore , we must ensure political leaders and communities understand our key role within local economies . Of course , we create jobs and attract business tourism . But , as importantly , meetings are the starting point for solutions . They are facilitators of creativity and innovation – precisely what communities need in times of crisis .
Another current challenge as we all know is attracting skilled professionals to the meetings industry workforce . In recent years ( pre-pandemic ), we perhaps haven ’ t been vocal enough about the diverse and unique opportunities that people gain from working in our industry .
New graduates and young professionals can benefit immensely from the exposure they ’ ll receive in a variety of sectors . A PCO , for example , can interact with banking , healthcare , and academia all in one day . Our business is dynamic , exciting and rewarding .
Above : Senthil Gopinath
“ The prepandemic meeting isn ’ t going to have the same appeal in today ’ s environment – it must be reinvented with experiential emphasis ’”
ICCA is working on new ways to ensure meeting services companies can attract and train new talent . Moreover , it ’ s imperative that all professionals , from juniors to executives , are equipped to achieve their fullest potential and elevate industry standards .
Sustainability and DEI ( diversity , equity and inclusion ) are two very important topics to ICCA . In fact , as of 2022 , they are core pillars that support all our activities . We are committed to creating greater awareness and tangible solutions for making our industry more sustainable and equitable . It ’ s about putting our conversations into action . We aim to build momentum across industry sectors and ensure the meetings industry is at the forefront of these crucial issues . We as an industry should revive and restructure . It ’ s an opportune moment .
ISSUE 118 / CONFERENCE & MEETINGS WORLD / 9