{"id":271,"date":"2025-06-25T10:47:29","date_gmt":"2025-06-25T10:47:29","guid":{"rendered":"https:\/\/blogs.napier.ac.uk\/tourismenu\/?p=271"},"modified":"2025-06-25T13:49:33","modified_gmt":"2025-06-25T13:49:33","slug":"shaping-the-future-of-business-events-insights-from-the-trc-symposium-2025","status":"publish","type":"post","link":"https:\/\/blogs.napier.ac.uk\/tourismenu\/2025\/06\/25\/shaping-the-future-of-business-events-insights-from-the-trc-symposium-2025\/","title":{"rendered":"Shaping the future of business events: Insights from the TRC Symposium 2025"},"content":{"rendered":"<p>On 24 June 2025, Edinburgh Napier University\u2019s Craiglockhart Campus hosted the\u00a0<a href=\"https:\/\/innovationhub.napier.ac.uk\/news-and-events\/events\/symposium---innovative-practice-in-business-events\"><strong>Annual TRC Symposium: Innovative Practice in Business Events<\/strong><\/a>, a one-day gathering of academics, industry leaders, and event professionals. The symposium offered a rich platform for exploring how business events can drive economic, social, and knowledge-based impact far beyond tourism.<\/p>\n<p><strong>Rethinking metrics and legacy in business events<\/strong><\/p>\n<p><a href=\"https:\/\/www.surrey.ac.uk\/people\/leo-jago\"><strong>Professor Leo Jago<\/strong><\/a>\u00a0(University of Surrey) challenged attendees to think beyond traditional tourism metrics. He emphasised that the true value of business events lies in their\u00a0<strong>long-term legacy<\/strong>, from economic development to societal transformation and knowledge exchange. Jago advocated for\u00a0<strong>government involvement<\/strong>\u00a0in event planning and stressed the need for\u00a0<strong>modern, engaging formats<\/strong>\u00a0that resonate with younger generations. \u201cDull plenaries are no longer enough,\u201d he noted, urging organisers to embrace workshops, interactive sessions, and networking opportunities.<\/p>\n<p><strong>Storytelling, strategy, and sector strengths<\/strong><\/p>\n<p><a href=\"https:\/\/www.miceknowledge.com\/\"><strong>Rob Davidson<\/strong><\/a>, Director of MICE Knowledge, highlighted the strategic importance of aligning event bids with a country\u2019s\u00a0<strong>sectors of excellence<\/strong>. This approach not only attracts top-tier speakers but also enhances networking and sparks innovation. A common theme from all speakers on the day, was the power of\u00a0<strong>storytelling<\/strong>\u00a0in event promotion, as Davidson underscored &#8211; \u201cIf it bleeds, it leads\u201d &#8211; and encouraged organisers to tap into\u00a0<strong>local ambassadors<\/strong>\u00a0and\u00a0<strong>public engagement<\/strong>\u00a0to amplify legacy and impact.<\/p>\n<p><strong>AI and the future of event design<\/strong><\/p>\n<p><a href=\"https:\/\/about.uq.edu.au\/experts\/10389\"><strong>Dr Judith Mair<\/strong><\/a>, Visiting Associate Professor from the University of Queensland, explored how\u00a0<strong>artificial intelligence is quietly revolutionising<\/strong>\u00a0the business events sector. She highlighted its role in enhancing\u00a0<strong>sustainability<\/strong>\u00a0through\u00a0<strong>virtual site visits<\/strong>, streamlining\u00a0<strong>event logistics<\/strong>\u00a0with\u00a0<strong>predictive analytics<\/strong>, and supporting\u00a0<strong>event design<\/strong>\u00a0by suggesting speakers and generating bios. AI is also being used to improve\u00a0<strong>event evaluation<\/strong>, with tools that track\u00a0<strong>ROI<\/strong>,\u00a0<strong>ESG data<\/strong>, and\u00a0<strong>real-time audience sentiment<\/strong>. Her talk underscored the growing importance of\u00a0<strong>data-driven, tech-enabled approaches<\/strong>\u00a0in creating smarter, more impactful events.<\/p>\n<p><strong>Collaboration as a competitive advantage<\/strong><\/p>\n<p><a href=\"https:\/\/www.napier.ac.uk\/people\/gary-hutchison\"><strong>Professor Gary Hutchison<\/strong><\/a>\u00a0(Edinburgh Napier University) and <a href=\"https:\/\/www.eicc.co.uk\/exchange-initiative\/advisory-group\/\">Elaine Miller<\/a> (Edinburgh International Conference Centre), introduced the\u00a0<strong>Exchange Initiative<\/strong>, a groundbreaking collaboration between Edinburgh\u2019s universities, NHS Lothian, and the Edinburgh International Conference Centre (EICC). This initiative aims to\u00a0<strong>attract international conferences<\/strong>\u00a0to the city by leveraging collective expertise and engaging with stakeholders like VisitScotland and Chambers of Commerce. \u201cThere\u2019s nothing quite like it elsewhere,\u201d Hutchison remarked, highlighting its potential to position Edinburgh as a global hub for impactful events.<\/p>\n<p><strong>Advocating for impact<\/strong><\/p>\n<p><a href=\"https:\/\/uk.linkedin.com\/in\/james-latham-61539418#:~:text=James%20founded%20i%2Fn%2Fm,as%20both%20advocate%20and%20consultant.\"><strong>James Latham<\/strong><\/a>, founder of\u00a0<em>The Iceberg<\/em>, delivered a powerful reminder: \u201cWe are change agents, not travel agents.\u201d He called for a shift in focus from short-term metrics like ticket sales to\u00a0<strong>long-term outcomes<\/strong>\u00a0that reflect the true value of business events &#8211; innovation, collaboration, and societal progress.<\/p>\n<p><strong>Final thoughts<\/strong><\/p>\n<p>The TRC Symposium 2025 made it clear: business events are no longer just about tourism &#8211; they are\u00a0<strong>catalysts for change<\/strong>. From legacy planning and sector alignment to collaborative bidding and storytelling, the future of the industry lies in its ability to create meaningful, measurable impact.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-272\" src=\"https:\/\/blogs.napier.ac.uk\/tourismenu\/wp-content\/uploads\/sites\/113\/2025\/06\/group-image.jpeg\" alt=\"\" width=\"456\" height=\"383\" \/><\/p>\n<p>Written by Aoife O\u00b4Sullivan &#8211; Business Engagement and Communications Manager<\/p>\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On 24 June 2025, Edinburgh Napier University\u2019s Craiglockhart Campus hosted the\u00a0Annual TRC Symposium: Innovative Practice in Business Events, a one-day gathering of academics, industry leaders, and event professionals. The symposium offered a rich platform for exploring how business events can drive economic, social, and knowledge-based impact far beyond tourism. Rethinking metrics and legacy in business &hellip; <a href=\"https:\/\/blogs.napier.ac.uk\/tourismenu\/2025\/06\/25\/shaping-the-future-of-business-events-insights-from-the-trc-symposium-2025\/\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Shaping the future of business events: Insights from the TRC Symposium 2025<\/span><\/a><\/p>\n","protected":false},"author":216,"featured_media":273,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","footnotes":""},"categories":[36,46,41,68,15,4,31,67],"tags":[20,12,63],"class_list":["post-271","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-academic","category-conference","category-network","category-research","category-strategy","category-symposium","category-tourism","category-visiting-professors","tag-conference","tag-tourism-research","tag-tourism-research-centre"],"yoast_head":"<!-- This site is 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