European executives gather to boost the meetings industry's competitiveness
In anticipation of Global Meetings Industry Day (GMID), which will take place on April 3, Meeting Planners International (MPI) has organised a series of four online sessions, each dedicated to exploring different facets of the global meetings industry. On March 13, one of these sessions was centred on Europe and attracted a diverse group of regional industry executives poised to enhance the continent's competitiveness within the global meetings landscape.
Alistair Turner, Managing Director of EI8HT PR & Marketing, emphasised the importance of a robust and self-assured Europe, given its significant purchasing capacity in the meetings sector. “We need a strong and confident Europe because of the sheer amount of purchase this region has,” he stated. Turner highlighted several key areas where Europe exhibits potential for growth within the industry, focusing on innovation, talent, and the overall development of the region.
During his address, Turner elaborated on the stream of ideas emanating from mature global markets, expressing a desire for Europe to become a catalyst for innovation. “We want Europe to be a big incubator for these ideas. Europe has a great history in creating great companies,” he commented.
Following Turner’s insights on fostering innovation, the session continued with Rob Davidson, a prominent expert in Meetings, Incentives, Conferences, and Exhibitions (MICE) education. Davidson asserted that there is a growing emphasis on education within the industry, a trend that has gained traction particularly across Europe. “Educating men and women who want to make their careers in the meetings industry has become an important trend,” he mentioned. Davidson explained that many current planners have not received formal education in meetings and conventions, often holding degrees in related fields such as marketing or hospitality. However, an increasing number of universities are now offering dedicated programmes aimed at preparing individuals for careers in the meetings sector.
The session also presented insight into current trends affecting event costs, with Felicia Asiedu, Cvent’s European Marketing Director, discussing the financial pressures that event planners are currently facing. “Inflation has skyrocketed, and it pushes up the cost of everything,” she noted, while also addressing the juxtaposition between client expectations and financial realities, stating, “We’re feeling the squeeze, but our clients still expect champagne on a lemonade budget.”
Asiedu further highlighted the complications arising from recent political changes, particularly new visa regulations that impact the logistics of event planning. She observed, “Now we have new visas. I tried to ship something and it got stuck in customs,” reflecting the challenges that planners navigate in the current climate.
Sustainability has also emerged as a crucial focus for the meetings sector, with clients increasingly demanding demonstrable efforts in this area. Asiedu urged planners to monitor and report on aspects such as carbon emissions from travel and event activities, energy and waste management at venues, and overall alignment with environmental goals. “You have to show, not just tell,” she stated, outlining the rising importance of transparency in sustainability practices.
Given the financial challenges within the industry, Asiedu recommended several strategies for planners, suggesting that “you need smarter partnerships and stronger relationships.” This could include co-locating events to optimise costs and resources, as demonstrated through her experience at IMEX 2024 where collaboration with hotels yielded cost savings.
As European executives continue to shape the future of the meetings industry, the session underscored significant trends and considerations that might influence their strategies and enhance their offerings to members within the sector. The evolving landscape remains dynamic, demanding innovation, education, and sustainability alliances as central themes moving forward.