New economic opportunities will help future proof the meetings industry
Project leader and Principal Lecturer at LeedsMetropolitan University, Jackie Mulligan explains: "Whilst the meetingsindustry in Europe and the US is understandably focused on the economicdifficulties confronting them right now - this is endangering theindustry by overshadowing the longer term opportunities. Meetingplanners need to consider and learn more about economies in thedeveloping world as well as consider new industry growth areas wherebusinesses will need to meet and collaborate - in bio andnanotechnologies for instance. Innovation is critical".
One of the first business tourism destinations to benefitwill be Abu Dhabi where some of the research is being converted intoprofessional development opportunities through sponsorship of the AbuDhabi Tourism Authority. MPI has commissioned the UK Centre for EventsManagement at Leeds Metropolitan University to develop a wide range ofbespoke courses informed by the research for the emirate to enhance itscompetitiveness long term.
Dr Emma Wood, co-author of Innovative MarketingCommunications will be reviewing the results of MPI's research which shebelieves reveal some short-termism within the sector: "Understandingthe values of consumers and demonstrating the value of meetings will be acritical factor in weathering the more challenging economic climate.This is a collective challenge and we hope that in our presentation andco-creation sessions, that the industry will share their views andunderstanding of the future to build a longer term view."
Papers and articles from both studies will be formallyreleased at EMEC providing future insights on global trends and thedrivers of CSR to the sector.