The IMEX Policy Forum 2024, themed “Good meetings” not “more meetings,” brought together over 110 policymakers, event owners, organizers, suppliers, destination representatives, and industry association leaders. This year’s forum stressed the shift in the business events industry from transactional to transformative thinking, with a special focus on the role of artificial intelligence (AI) and Hollywood-style elevator pitches in shaping future developments.

AI as a Transformative Force in Live Events
Colja Dams, CEO of VOK DAMS, initiated the discussion by underscoring AI’s transformative influence on the events industry. Dams noted, “AI is revolutionizing the world, and it is set to drive live events.” He explained that in an increasingly digital and content-saturated world, live events remain a uniquely authentic form of communication, a vital element in an era where digital interactions can lack a personal touch.

Dams’ insights reflect a broader industry trend of integrating AI to enhance event experiences. AI not only personalizes attendee experiences and streamlines event logistics but also provides valuable data insights, making events more impactful and efficient.

Embracing Hollywood-Style Pitches
Bo Kruger, owner of Moving Minds, introduced the idea of using succinct, Hollywood-style “high-pitch concepts” to effectively communicate the essence of events, similar to film pitches in Hollywood. This method helps event organizers clearly articulate the value and impact of their events to stakeholders, sponsors, and attendees, enhancing the visibility and understanding of the benefits of events, which range from economic growth to community development and policy influence.

Aligning Events with Purpose and Measuring Impact
Tracy Bury, Founder & CEO of Operandi Consulting, and Nicola Kastner, CEO of Event Leaders Exchange, emphasized aligning events with their core purposes and measuring their impacts to demonstrate value. They noted that clearly understanding and communicating the broader purposes of an event can ensure it meets its goals and leaves a lasting legacy.

Natasha Richards, Director of Impact & Industry Relations at IMEX Group, highlighted the role of business events in addressing global challenges. She remarked on the significance of the year 2024, with elections in 50 countries, and the potential implications for human rights, economies, international relations, and the environment. Richards stressed, “The pandemic has allowed us to rethink business events. It’s crucial to evaluate what makes a meeting good as we aim to future-proof our industry.”

Global Collaboration for a Better Future
The forum, moderated by Jane Cunningham, Director of European Engagement at Destinations International, took place at the Frankfurt Marriott Hotel. It was a collaborative effort with multiple international organizations, underlining the importance of global cooperation in advancing the industry.

A Socially Conscious Business Approach
During an educational session at the show, Danny Pecorelli, Managing Director of Exclusive Collection, shared insights into becoming the UK’s first B Corp accredited hotel company. Pecorelli emphasized ethical profit-making, stating, “Making a profit isn’t wrong; it’s how you make that profit that matters. It’s about the impact of your actions and your business relationships.”

Future Prospects and the Role of Data
Amy Calvert, CEO of the Events Industry Council, introduced the EIC’s new Future Landscapes Survey during the forum. She noted the significant economic impact of the global events industry and encouraged a proactive approach, leveraging data and collective knowledge. Calvert emphasized, “The Future Landscapes Survey is crucial for informed, strategic actions that will propel our industry forward.”

Conclusion: A Transformative Path Forward
The IMEX Policy Forum 2024 highlighted the transformative potential of business events. By leveraging AI, adopting effective communication strategies, and aligning events with their core purposes, the industry is poised for significant long-term benefits. The discussions underscored the need for proactive and informed strategies to ensure continued evolution and positive contributions to global economic and social development.

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