ABSTRACT
Today, events are central to our culture as perhaps never before. Increases in leisure time and discretionary spending have led to a proliferation of public events, celebrations and entertainment. Governments now support and promote events as part of their strategies for economic development, nation building and destination marketing. Corporations and businesses embrace events as key elements in their marketing strategies and image promotion. The enthusiasm of community groups and individuals for their own interests and passions gives rise to a marvellous array of events. Events spill out of our newspapers and television screens, occupy much of our time, and enrich our lives. This chapter examines the phenomenon and categories of events, where the event tradition in the United Kingdom has come from, and what forces are likely to shape its future growth and development. As the events industry emerges, it is also worth considering what elements characterise such an industry, and how the UK events industry might chart its future. The chapter concludes with two case studies, ‘The power of celebration - the globalisation and impact of the festivals and events industry’ and ‘MPI World Education Congress 2020 - driving the industry forward with successful and safe hybrid events’.
