An update from the MEA Chair

By Chair, Vanessa Green

I'm thrilled to announce that our new CEO, Mellisa Gillies, has joined us. Mellisa brings a wealth of experience across tourism, travel, and events industries, and I’m confident her leadership will be instrumental in guiding MEA into 2025 and beyond. I encourage everyone to join me in welcoming Mellisa and you will be hearing more from her in the coming weeks.

I am finding it hard to believe we’re almost in 2025. There's still so much on my list for 2024, but I’m energised by the resilience and growth across Australia’s events industry this year. After years of adaptation, in-person events have returned with impressive energy and innovation, reminding us of the powerful impact of face-to-face connections. It’s clear people crave live experiences for collaboration, creativity, and connection.

A quick look at recent search trends in Australia shows a strong focus on events, with people searching for everything from the Melbourne Cup and Halloween festivities to concerts by Coldplay and Diwali celebrations. In New Zealand, people are just as interested in gatherings, searching for details All Blacks games, Halloween, and Travis Scott concerts. It’s clear: we all love a good get-together, a reminder of the joy and meaning these gatherings bring.

For us in the events sector, there’s much to glean from this. Human beings are social creatures—up to 90% of our communication is non-verbal. Meeting in person strengthens our connections and even releases endorphins when we talk, laugh, and share experiences. The demand is here, with recent research from Freeman indicating that 82% of people still prefer in-person events over online options.

Making Events Matter

To make our events truly valuable, it’s essential to respect the time and expectations of attendees. Here are a few evidence-based strategies to ensure your event stands out:

• Invite Thought Leaders Over Celebrities: According to Freeman, 39% of attendees prefer keynotes that focus on innovation, while 34% seek insights from industry experts rather than celebrities. Inspiring speakers who bring fresh ideas often have a lasting impact.
• Prioritise Interaction: Attendees today want hands-on, interactive sessions. Research from PCMA Convene shows that 56% of participants value hands-on activities. Workshops, breakout sessions, and interactive panels can make your event more dynamic and engaging.
• Use Technology for Personalisation: The Freeman Trends Report found that 71% of event organisers are prioritising personalised experiences. From AI-driven matchmaking to curated agendas, personalisation helps create a unique experience for each attendee. If you’ve used AI or other innovations effectively, MEA would love to hear your story to share with fellow members!
• Keep it Fun: Adding lighter moments, such as a cocktail reception, wine tasting, or team-building activity, can make the experience memorable and enjoyable for attendees.
• Engage Before the Event: Sending pre-event materials or asking thought-provoking questions beforehand can set the stage for a productive experience and encourage active participation.
• Add Surprises: Keep attendees intrigued with unexpected elements, such as surprise live performers or a unique take-home gift, which can add delight (and memories) to the experience.

DEI, Sustainability, and Cultural Awareness

Today’s event attendees expect inclusivity and sustainability in their experiences. As MEA members, many are already leading the way in building events that reflect these values.

• Diversity, Equity, and Inclusion (DEI): Creating an inclusive environment is essential. Industry data shows that 60% of event teams say DEI is top of mind, and a separate survey reporting 55% of events teams are aiming to make their events more inclusive and accessible. Event professionals can take a leadership position through integrating diverse voices on panels, being mindful of accessibility, and ensuring representation in every aspect of your event. We can work with our clients and suppliers to ensure the events we run reflect the diversity of our communities.
• Incorporating Sustainable Practices: Sustainability has become a critical expectation for event organisers and attendees, with demand for event sustainability only expected to grow. Simple steps, such as choosing venues with eco-friendly practices, reducing single-use plastics, and offering plant-based or locally sourced catering, can have a meaningful impact. The AmEx Global Meetings and Events Forecast found 80% of organisations are taking sustainability into account when planning events, so there’s a big opportunity for our sector to make a difference.
• Honouring Local Cultures: Incorporating Indigenous culture and local traditions can enhance the depth and meaning of an event. A Welcome to Country ceremony or the use of native ingredients in catering can help connect attendees with the history and cultural significance of the land. These gestures not only enrich the event experience but also demonstrate respect for Australia’s Indigenous heritage.

Looking Ahead

As Chair of MEA, I am proud of the progress we’ve made and excited for the future. MEA remains committed to supporting our members with resources, training, and networking opportunities that foster growth and innovation. In 2025, we’ll focus on delivering professional development and helping members adopt best practices. We will also commence feedback and focus group sessions on responses received and questions raised in the recent MEA Events Industry survey. I want to thank everyone for contributing their thoughts and look forward to connecting with you further on what’s best for MEA members and how together we can elevate our industry and make a positive impact in our communities. Here’s to closing 2024 on a high note and to an inspiring year ahead!