A NEW ERA OF EVENTS
Kerrin MacPhie , chief executive of the Meetings Industry Association ( mia ), says we must now begin to comprehend the rising rate of event evolution
hen it comes to the evolution of events , no period has been more prominent than the last 30 months . Whether due to external forces shaking up the sector ’ s framework or disrupted capabilities inspiring innovation , our infamously fast-paced sector has shifted up a new gear to truly push the boundaries . Now is not the time for the sector to rest on its laurels . Events are still evolving today , at a pace faster than ever before .
Speaking with venues at our new regional roundtable events , it has been inspiring to see the sector so committed towards fulfilling pledges and delivering enhanced offerings , such as missions to net zero and investments into emerging virtual and hybrid event capabilities . What ’ s on top of the events agenda today may not be tomorrow . However , amidst these commitments , we can often overlook what may be brewing in the background .
As Charles Darwin once said : “ the species that survives is the one that is best able to adapt and adjust to the changing environment .” As the sector continues its recovery the needs of different stakeholders have and still are shifting . With such shifts brings several trending topics that should now be considered central to every upcoming agenda .
The metaverse Bridging the gap between the physical and virtual world , the metaverse is arguably one of the most forward-thinking concepts we have seen in the history of the events space , it ’ s coming at pace .
It may seem like something out of a sci-fi movie of late , but we are already hearing event professionals taking to their VR headsets as their digital avatars enter the most immersive of virtual meeting spaces .
While the infrastructure of the metaverse is still in its early stages , amidst a phase of heavy development a new army of digital engineers will no doubt be paving the way for new virtual venues , meeting rooms and unbounded capabilities to serve the sector with immersive event opportunities as well as new challenges .
The next generation We are all acutely aware of the current recruitment challenges the industry has been facing , which we continue to keep close surveillance of . The pandemic has no doubt shaken up internal structures and hierarchies across the sector , with not just job promotions and moves , but also industry peers leaving the world of events to explore new ventures .
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