The modern world is tired of the endless stream of bitter and depressing news. Event professionals understand that retreating into oneself means depleting an already suffering intellectual and emotional resource. They continue to seek new approaches and formats to maintain interest and inspire audiences. However, it is not easy for event organizers: decision-making time has significantly decreased, processes are increasingly automated, and creativity has become more formulaic, hiding behind legal jargon.
Unfortunately, even the event industry, which has always been at the forefront of creative solutions and cultural exchange, is beginning to show signs of fatigue and ageing. The last surge occurred about a decade and a half ago, bringing in a wave of young professionals and trendy self-made creatives. But time passes, and those once young and hungry are now sated and weary, merely swapping their creative hats for glasses with prescription lenses. The COVID-19 pandemic and political sensations have muted us and forced us into survival and self-preservation mode.
It is hard to say whether we stand on the brink of great changes or will remain in this suspended state. All our trends are not so new. Even artificial intelligence, which raises more questions in the West, or sustainable development, becoming a certificate must-have, does not address the key problems of the industry, does not replace human resources, and does not drive us forward in creating new formats. The issues of personnel and creativity, new forms, and solutions are more relevant than ever.
Once, the idea of globalization gave us a greater boost than all hybrid formats combined. The world was opening up, and in this world, we needed to learn to work with neighbouring countries, and new clients, and recognize ourselves as an independent business sphere. Globalization is debated in many public strata. The 21st-century event industry lives at the peak of social and political tensions. Periods of monumental upheaval always primarily affect communications, connections, and contacts. Today, the world is closing, yet the role of communications is only increasing. Therefore, the nearest and most realistic vector of development is the transition from international to intercontinental cooperation. Event professionals will be those who can work for both East and West, opening new pathways and trends, and building new bridges. Our business is vital, which makes it in demand across a broad spectrum of economic, social, scientific, and even political cultures.
Let’s consider the recent TechConnect Summit, which took place simultaneously in Singapore and London. The British company “Imagination” and the Singaporean “Kingsmen” joined forces to create two synchronous events on two continents, attracting over 50,000 participants from around the globe. Our members from Plombir Events create unique exhibition programs
showcasing contemporary artists in different countries, collaborating with event companies worldwide. Their recent experience in Latvia allowed them to collect all the global awards of 2023. Not to mention the collaboration experiences of event companies during the recent Olympic Games in Paris. This is just a small part of examples of how event companies can effectively work across different continents, creating creative platforms for knowledge exchange and cultural interaction.
Many things need to find their light, to emerge in titles and façades, stimulating the birth of new languages and forms of self-expression. The most exciting ideas and projects arise on international platforms. We expect much from them again. In a dialogue of cultures, when we speak different languages, we find common ground.
Interestingly, while international projects used to be the privilege of large agencies, such requests are becoming more common now. Globalization in our field is not only not cancelled but is gaining momentum. According to ICCA reports, the number of international meetings significantly increased in 2023, often exceeding pre-crisis levels. The growth in air travel and the increased demand for in-person participation highlight a strong recovery of international cooperation. The event industry enjoys unique freedom. For it, business is an open world. The more complex political and economic relations become in modern spaces, the more passionate our profession becomes.
We believe that only through joint efforts and active international cooperation can we move forward, creating unique and large-scale projects capable of inspiring and influencing the global stage.
That is why we at the BEIC Event Agencies Club have decided to remove all restrictions and unite event agencies and event professionals worldwide. We consist of a diverse array of agencies, all aimed at fostering collaboration and learning from one another. Our goal is to create a global League of professionals who can not only learn from each other but also create projects together.
We regularly meet and present on various international platforms. Now we are convincing our clients from London to Dubai that their audience is everywhere; they just need to unite with partners on the other side of the world.
Business is alternative politics, and event professionals play a key role in it. That is why the future lies in the networks of connections and collaborations that we must develop. Where professionals from different parts of the world find each other, new opportunities for growth and development arise.
Find out more about BEIC here.
