Business events should be classified as ‘controlled’ - rather
than ‘mass’ - gatherings so they can continue to operate when the next pandemic
hits, it has been claimed.
The idea was the most eye-catching of five pathways to recovery
outlined by Asian meetings and events leaders at the Joint Leadership Summit, in
Singapore.
The argument that business events are more controlled than other mass gatherings and can play a crucial ‘strategic’ role
for governments, was one heard during the pandemic, when the meetings industry practically ground to a halt.
But policy-makers are likely to take some convincing. Some of the earliest outbreaks of Covid-19 were linked to conferences, including several so-called 'super-spreader' events.
Since then the industry has developed stringent hygiene measures to reduce the spread of the Covid-19 variants, but whether they will be effective against a new virus is not known.
The summit, held at The Fullerton Hotel, was a chance for senior sector
leaders to brainstorm various ways to boost the growth of meetings and events in the
region.
Industry leaders, trade associations and government
representatives attended the one-day event, which positioned the sector as
critical to post-pandemic recovery.
Those present created a manifesto based on the following five
areas:
Define Business Events as “controlled gatherings”
Business
Events are not public gatherings, but highly controlled assemblies. They need
to be classified as distinct from generic mass gatherings. This will ensure
that, in future situations, the sector can continue to operate and fulfil its
strategic role for governments.
Establish Business Events as both an economic and
tourism tool
Business
Events are economic, scientific, and professional in nature. Beyond serving as
a key pillar of the tourism and hospitality sector, it also provides industry
platforms to discuss and achieve strategic priorities. Therefore, it is
imperative that business events are recognised as tools and platforms to be
leveraged upon in the context of trade, economic development, social and
investment, and policies should be mirrored as such.
Accessibility
The
success of Business Events that gathers international delegates relies on
accessibility
of respective markets. Accessibility is driven by cross-regional alignments on
issues related to travel, immigration, and health & safety protocols. There
needs to be cross-regional collaboration to reduce accessibility hurdles to
empower Business Events to deliver their benefits.
Talent and capability development
The
pandemic has caused a massive talent loss to the industry and attracting new
and existing talent back will be among the key challenges to ensure the
increasing demand of physical business events is met as the region continues to
reopen. The region needs to come together to address and reduce the talent gap
through talent sharing and collaboration on capability development initiatives.
Sustainability
While
reviving the region’s Business Events industry remains the key focus, there is
an understanding
that sustainability plays a key role in the growth and revival of the industry.
More than ever, delegates and attendees are demanding greener events.
Therefore, we need to seize opportunities to collaborate internationally, regionally,
and locally between stakeholders (countries/cities, venues, organisers and
suppliers) to step up our efforts to ensure that we not only deliver on our
customers’ needs but create a more sustainable future for the industry together.
The parties will reconvene in
October 2023 to review the progress and discuss additional measures to drive
the next stage of growth for the region’s Business Events industry.
Dato’ Vincent Lim, president,
Asian Federation of Exhibition and Convention Associations (AFECA), said: “All
of us are united in rebuilding and reviving Asia’s Business Events and MICE
industry together. We hope for businesses and governments to work with
stakeholders in closer collaboration to create a powerful synergy to drive our
industry forward and upwards, as it is an important and invaluable economic
contributor to many countries.”
Francis Teo, president,
Malaysian Association of Convention and Exhibition Organisers and Suppliers, said:
“The global economy is in a troubling state, it is more important than ever
that we stand together to support and show the world that we are a united
industry."
Richard Ireland, president,
Singapore Association of Convention & Exhibition Organisers & Suppliers
(SACEOS), said: "While different markets are experiencing varying stages of
reopening, the region has come together to agree on key areas of collaboration
to catalyse the potential and growth of Business Events in Asia. We look
forward to working with our regional and global partners to forge a brighter and
more sustainable future for the industry together.”
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
