8 Association view
THE ROAD TO
RECOVERY
Jane Longhurst , outgoing chief executive of the Meetings Industry Association , looks at the challenges ahead as the industry recovers
s an industry forever kept on its toes in one way or another , we ’ ve always been well-equipped to deal with varying situations efficiently and effectively .
While Covid-19 isn ’ t yet behind us , the latest challenges – be that supply chain management , recruitment , or Brexit – have only reinforced the ongoing alertness and agility required of event professionals .
Foreseeing such challenges can feel like a burden in itself . In an industry where service standards are essential to protecting reputations and securing vital repeat business , there really is no
room for error and foresight will forever rule over hindsight . Now , while making such a statement , I can ’ t proclaim to own a crystal ball , nor can we always predict what ’ s around the corner – take a global pandemic for instance – what we can do is ensure that we are best equipped to evaluate and adapt to the ever-evolving events landscape . It ’ s not just business policies , processes and practices that keep us in a constant cycle of change either . In a globalised and increasingly boundless world , consumer needs continue to develop at an exponential rate .
Both these business and consumer considerations continue to feed the constant event evolution and will do so for the foreseeable , so it ’ s essential that organisations remain informed and tuned in to the latest insights and forecasts . It wasn ’ t all that long ago that e-tickets became a staple of event attendance and delegate management – fast forward to today and we ’ re not just accessing tickets through out smartphones , but accessing the full event itself .
With an overarching mission to drive standards across the business meetings and events sector , including a proactive approach to supporting its Covid-19 recovery and beyond , we ’ ve remained in
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