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PCOs . I ’ m always the first to tell them that the private sector will manage and organise the event – the government doesn ’ t need to involve itself with the logistics of managing a conference for thousands of people . Once they understand this , the opportunities are infinite . |
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between $ 2bn and $ 6bn , around a quarter of the value of leisure tourism . Because of the difficulties defining our economic impact , we must also analyse the impact on sectors , growth and legacy . It ’ s about how events grow the knowledge economy , improve communities and create value for the destination .
At The Business of Events ’ Global Policy Forum in Barcelona last year , the point was made that we shouldn ’ t have to lobby governments on the impact of business events – governments should be coming to us , asking how events can help drive sector growth . I agree . We have a lot of work to do to create a measurement formula , shared case studies , consistent messaging and a greater understanding so that we no longer have to go ‘ cap in hand ’ to governments asking for support to bring events into a destination . Events that drive growth , create opportunities , and power local economies should be a priority for ministers across different governmental departments .
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How does the policy-driven model in Scotland work ? Do you see success ? We do . There are economies of scale here in Scotland , which means that if we ’ re looking to attract a convention for a sector such as marine science , for example , we can go directly to the relevant government directorate . It could be a conference on oceans , but really , it ’ s a climate change issue , so we can approach either Marine Scotland or International Climate Change and have a good conversation about investing what might be a relatively small amount of budget to bring the event to Scotland . It ’ s important that not only the destination or the convention bureau ask for the conference . Having the government explain why Scotland wants the convention adds a layer of gravitas and desire from the top .
We also have some very proactive MSPs ( Members of the Scottish Parliament ) who have spoken at events .
What ’ s the secret to getting government colleagues engaged ? They ’ re often not well-informed about the existence of DMCs or
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Above : PCMA Visionary Awards 2024 |
How important is the language we use when conversing with governments ? Incredibly important . We all need to start speaking with a more consistent voice across all the different associations . In my year as PCMA chair , I ’ m keen to speak to different audiences and help to create core messaging and shared resources that everyone can use to speak , not only to governments but to CEOs as well . After all , businesses can not meet their objectives unless they meet face-to-face with their customers or clients , so CEOs need to understand the value of business events , too .
Finally , what do you think will have the biggest impact on the business events sector in 2025 ? Global economies are relatively stable , but geopolitically , the world is in an unbelievable state . We ’ re lucky in the UK that we ’ re considered a safe and stable place to bring business events , but I worry turmoil in other countries will make organisations think twice about staging business events beyond their borders . Our role in PCMA is to stay ahead of ongoing disruptors likely to impact the growth of business events while carrying on the strategic vision of 2030 and continuing our work in areas such as upskilling MICE professionals in using AI . The job of the meetings planner won ’ t be taken by AI but it may be taken by someone who knows how to use AI better than the previous person so we must keep up with future-facing technologies . EW
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