The Australian Business Events Association (ABEA) broke new ground when it successfully brought all industry organisations and stakeholders under one umbrella organisation. In so doing, its CEO, Melissa Brown, has the mandate to craft the message conveyed to government – across all departments. As its chair, Peter King, reminded The Iceberg when the association was newly formed, government needs simplicity and consistency of message, but the key is the data that backs that message up.
That work has now started in earnest, and it is clear that all 4 pillars of the ABEA membership – venues, suppliers, bureaux, and organisers – have bought into playing their role in contributing to the consumption-related data of the business events sector, working with Tourism Research Australia (TRA) to collate and publish the findings of the collaborative data.
ABEA CEO, Melissa Brown is encouraged by industry support
ABEA’s chair, Peter King, acknowledged that the state level of advocacy is already well served, especially by the convention bureaux, but where advocacy is most pressing is at federal level across all government departments and not just the Department of Tourism. As UFI CEO, Chris Skeith OBE, told The Iceberg the search for The Holy Grail of impact data rests in the identification of the trade conducted at, or stimulated by, engagement at his member events and this remains the toughest challenge – to measure the purpose-related impacts and outcomes as opposed to the consumption of services required to facilitate the meetings. Deputy Chair, Matt Pearce, acknowledged that the tip of the sector iceberg will be addressed by the work of TRA but the value creation data, the legacy data, remains the challenge.
But what ABEA has done is to bring all stakeholders together, and its CEO, Melissa Brown, is encouraged by the willingness of her members – and their members – to engage in the pursuit of data “for the betterment of all”.
This is a blueprint for other countries to follow, and should be encouraged. The platform is laid, the members are engaged, the data will surely follow.
