Events as a force for good

The power of events knows no boundaries – and this vitally important message needs to be communicated across to those outside the sector, stated a new report from ICC Wales which explored the value of face-to-face meetings.

The report, ‘Event Power: A Force for Good,’ looks beyond the usual measures of event impact – economic value, job creation, increased destination profiling – and focuses on the far-reaching benefits that events bring to communities and supply chains, as well as on matters such as sustainability and future-building.

It concludes: “The events industry is an unsung hero. Many people believe events just happen… they have no idea of what goes on behind the scenes. Events are a force for good and we need to get this vitally important message across to those who are not in our community, so that the remarkable power of events is truly recognised.”

The report, launched at The Meetings Show 2023 at ExCel London, shows how events:

· Support a destination’s visitor economy through delegate spend, tourism levies and subvention;

· Boost trade and inward investment by showcasing sector strengths, promoting the UK Government’s Levelling Up agenda and boosting the value of regional powerhouses;

· Impact on communities through job creation and championing local suppliers, and opening up educational opportunities, enhancing civic pride and leaving long-lasting legacies;

· Embrace the UN’s Sustainable Development Goals by minimising environmental footprint and proactively marketing a destination’s sustainable travel options;

· Provide a platform for delegates to engage and network, fostering meaningful connections and promoting a culture of knowledge sharing;

· Offer destinations a stage to market to new audiences, raising cultural awareness and creating future tourism and trade opportunities.

Danielle Bounds, sales director, ICC Wales, said: “The power of events is limitless, and the industry’s impressive post-pandemic recovery proves that events do really make a difference in people’s lives. Not only do they bring to life connection and collaboration, but they act as a catalyst for the innovation, creativity and action that are so essential to our ever-changing societies.

“But it’s not enough to look at obvious measures of success. This is why our latest report looks beyond the key benefits of events to explore the additional or ‘unsung’ aspects of impact that events have on local, national, and global communities.

“Our report aligns with ICC Wales’s goals as a venue to design events with an environmental impact as though it never existed, but a societal impact which resonates and motivates way beyond its conclusion. The report also demonstrates how the events sector aligns with the UN’s Sustainable Development Goals.

“Events help create a legacy for destinations, civilisations, and institutions, and while it may be our vocation or passion as event professionals, it is ultimately our responsibility as a venue to champion our sector and increase awareness to the audiences outside of our industry.”

Source: M&IT