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November 30, 2015

JMIC Advocacy Program to Focus on Outcomes

ROD CAMERON from International Meetings Review on Vimeo.

The Joint Meetings Industry Council (JMIC) met in Barcelona on Monday, November 16, to agree to a transformative approach to industry advocacy which will focus on promoting the quantitative scale, and qualitative outcomes, of the meetings and business events industry.

Rod Cameron, executive director of JMIC, explains to IMR that the qualitative values and benefits of the sector transcend a range of government policy priorities, including “economic benefit, professional development, knowledge transfer, and innovation”, yet the industry has for too long restricted the communication of its value proposition to vested interests in travel and tourism when engaging with governments and other third parties. Revealing that the organisation will be working with global economists to establish the true scale, and size, of the business events sector, and with academics to establish a structure for qualitative case studies which reveal the outcomes (and legacies) of business events beyond these traditional measures, Cameron insists that the organisation is best placed to advance the industry cause.

“Those within the industry are the only people in a position to do it because we're the ones that uniquely understand how the values this sector delivers are about more than simply the consequences of delegate and organizer spending - the measures that many of us have been using for too long about how many hotel room nights are used, or how much spending the delegates do when they went out for dinner. Those [measures] are peripheral to the real purpose of these events but often the only measurement made,” he said. “To us the fundamental values are 'Why are these events taking place, what are they delivering, how does what they deliver advance a destination, societies, individuals?'” he added.

Working with leading academic institutions familiar with the sector, JMIC will establish the framework and the platform for multiple detailed case studies identified by its members, which will be revealed throughout the forthcoming year [and continued thereafter], illustrating the varied qualitative outcomes of business events, which map the policy priorities of government and support the broader business community.
Learn more about the Joint Meetings Industry at http://www.themeetingsindustry.org/who-is-jmic/

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James Latham





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