freelance communities to new
opportunities. The industry’s
enviable skillsets can stimulate
innovation, create new products
and alternative services that
undoubtedly will emerge following
the economic and
social disruption
currently being
experienced.
A recovery
plan needs to
focus on
business and
customer
incentives, encouraging
organisers, exhibitors, delegates
and audiences back to using live
events to stimulate trade, expand
business and intellectual capital
and create vibrant community
experiences. Building confidence
among all stakeholders is critical.
The lack of focus on the industry
during the crisis has shown that it
lacks the power, punch and
perception that it deserves. Many
argue that while events drive the
visitor economy, provide a
platform for trade, communication
and knowledge exchange and
present unique experiences, no
joined up mechanism exists within
Government to take advantage of
the power of events to deliver on
its agenda.
The industry is determined to
ensure that it no longer falls
through the cracks. The
campaign ‘We Make Events’
is only the start of building a
‘One Industry, One Voice’
message, which will emphasise
the power of events to inspire,
educate, celebrate, support society
and grow the economy.
11
Digest
“The lack of focus
on the industry
during the crisis
has shown that it
lacks the power,
punch and
perception that it
deserves."
From a Government perspective
too, this is being seen as a
necessary task. The Events
Industry Board has already created
an ‘International Business Events
Action Plan’. This sets out a vision
and programme of advocacy,
financial support, marketing and
promotional plans, improving the
welcome for international visitors
and enhancing capacity and
connectivity. In the light of the
impact of Covid-19 the priorities
within this Plan are being reviewed.
Further raising the profile and
value of the events industry, within
the economic infrastructure of the
UK requires the creation a cohesive
plan around a set of robust
policies. Positioning the UK as the
destination of choice for
international events is critical as
the country seeks to enhance its
global position. Bringing resources
together across Government
departments to do this would seem
another big opportunity arising
from this crisis.
As the colours marking this
pandemic for events change from
blue to red to green, and the clouds
of Covid-19 begin to disperse, let
us remember that every cloud has
a silver lining and much of what the
Industry has always yearned for in
terms of support, recognition and
greater appreciation could yet well
emerge.
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