Coalition to leverage 2020 U.S. presidential election to engage policymakers.
Meetings Mean Business Coalition (MMBC), an alliance of business events industry players, has announced plans to strengthen advocacy efforts and safeguard the industry from financial and reputational threats.
“Last year was a year of record success for the coalition,” said Trina Camacho-London, MMBC co-chair and vice president of global group sales at Hyatt Hotels Corporation. “Our work helped to strengthen the meetings economy, which surpassed US$1 trillion globally and continued to grow year-on-year across all major metrics.”
In 2020, MMBC will focus on five opportunities to proactively engage key decision makers in business, government and the media.
Camacho-London said MMBC will take advantage of the 2020 U.S. presidential election “to engage policymakers around the industry’s value and remind them that they, too, leverage face-to-face meetings to do their jobs effectively”.
The fifth Global Meetings Industry Day (GMID) to be held on 14 April, will also be an important driver for MMBC this year. In 2019, it drew great success with 275 events across more than 50 countries.
According to Fred Dixon, MMBC co-chair and president and CEO of NYC & Company, GMID plays a central role in energising industry advocates across six continents which include more than 60 board members, 41 ambassadors, and global chapter leads in Canada and India.
In addition, MMBC intends to renew its focus on economic data, strengthen efforts to reach external leaders online and identify strategic partnerships to grow the coalition’s reach globally.
Dixon said: “We are doubling down on external outreach to ensure the value of meetings is better understood by those who make decisions, policies and protocols that impact our industry.”
MMBC’s ‘Worth Meeting About’ campaign will be implemented to focus on educating and recruiting industry champions such as mayors, city council members and local chambers of commerce.
MMBC’s efforts have created deeper and sustainable engagement among those who influence the meetings economy.
Roger Dow, president and CEO of the U.S. Travel Association, MMBC’s founding member, said: “We’ve helped protect the industry from any number of potential threats — from security issues, to an economic downturn, to the ‘weaponisation’ of meetings for political purposes. We’ve created an insurance policy for industry’s continued success and look forward to the year ahead.”