DRIVING FORWARDS WITH DATA
Jane Longhust , chief executive of the Meetings Industry Association ( mia ), looks ahead to the next phase of reopening , and elaborates on the new miaTouchstone data tool
As an industry we are pioneers , innovators and we truly are disruptors . We facilitate ground-breaking conferences , seminars and events and we purposefully push the boundaries of our capabilities each and every day . Harnessing this drive for continuous improvement , we now have the opportunity to demonstrate that not only are we ready to reopen , but that our ability to influence and drive the revival of the business and socioeconomic landscape has to date been severely underestimated .
This next step does not serve as the beginning of the end , but instead is a reminder of our agility and ability to act quickly , evolve our offerings and respond to the ever-changing demands of our clients . We cannot be certain of what further challenges , trends or changes may be around the corner , however we can be certain that our industry will continue to keep driving forward .
For the majority of organisations , ‘ keeping moving ’ understates their he pandemic has constantly shifted the status quo , evolving , embedding and constructing new values and consumer needs on a global scale , impacting every element of our professional and personal lives sometimes positively but often negatively .
That ’ s why I am sure as you read through this latest issue of Conference News you will have welcomed the return of more recognisable and comforting features , and in particular news of re-openings and returning enquiries of which provide a welcome indicator that we are beginning , very tenuously , to transition from survival towards recovery .
At the time of writing this column , we are at step two of the Government ’ s roadmap out of lockdown , hospitality settings are now partially reopened , and we hope are treading a careful and safe path paving the way for the return of the events sector on the 17 May . For many professionals within the business meetings and events sector this key date , which should enable the return of indoor events , all be it with limited capacities , symbolises the light at the end of the tunnel . While the high anticipation for this next step will certainly be providing many with much-needed morale and a more optimistic outlook on the future of the sector , it is critical that we as an industry do not rest on our laurels and instead spearhead the positive disruption of the status quo .
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