How meetings can make long-lasting impressions

In the global conference and meetings industry, the concept of legacy is gaining traction. Planners are being encouraged to think past the set dates of a meeting, and to focus instead on how events can leave a lasting impression, long after the event has taken place.

Executed correctly, events legacy can be a value-added differentiator for both event organisers and host destinations, particularly for those who want to make a sustainable impact.

Speaking at the 3rd Business Events Tribal Meet (TriBE Assembly) Sarawak, Waikin Wong, regional director – Asia Pacific of the International Congress and Conventions Association (ICCA) said: “In the past, organisers often looked for immediate outcomes. The conversation now has turned to what are the key impacts, or long-term benefits, events can bring to society.”

Take the 2021 congress of ESTRO (European Society for Radiotherapy and Oncology), for example, which was held in August 2021 in Madrid, Spain. Delegates came together to respond to the lack of information on radiotherapy by creating a website to make information accessible to all: specialists, medical students and the public. Further, working with Madrid Convention Bureau, the impact of the congress ultimately led to a €700 million investment by the Spanish government in radiotherapy machines, which were in short supply, equipping hospitals across Spain.

“The point is not to be intimidated by such examples, but to start somewhere no matter how small,” said fellow speaker Nigel Francis Brown, director of marketing & partnerships at Best Cities Global Alliance.

With interest in the concept of legacy gathering pace, here are some considerations for event professionals looking to deliver a lasting legacy for their events.

Prioritise the long-term positive impact in the early planning stages of your event. “Look at what you want to achieve – your mission and vision,” says Wong. “What kinds of activities and outcomes can it lead to? Then tailor the legacy of your events to these values for authenticity.”

Work with stakeholders at all levels. “It’s easy to say the responsibility and accountability of planning legacy strategies sits with the association,” says Andreas Zins, Dean, Faculty of Business at Curtin University Malaysia. “But every stakeholder needs to get involved: from event organisers to the host country’s convention bureau and the local community,”

Measure the impact post-event. The notion of leaving something good is attractive, but how do we measure the value of the legacy? Brown recommends using the Best Cities Global Alliance toolkit, a framework of measurement indicators to help organisations quantify the legacy impact of their events and meetings.