Kate Atkinson has been part of the AIME community for the past 20 years. Kate shares her insights on the evolution of business events, what the future holds and her top tips for attending AIME for the first time…

Why did you decide to join the AIMEbassador program?

AIME is the leading tradeshow for the meetings and events market in the APAC region. It’s one of the best events in the region and certainly one that creates connections and opportunities for both suppliers and buyers. It is extremely well run and even over the last few years has evolved and adapted, especially in the current environment. Being an Ambassador of AIME, I am extremely proud of being in an exciting industry which has faced so many challenges over the past few years. I have participated in AIME for over 20 years and believe in this show and what it stands for. I want to encourage participation and ensure suppliers leverage all the opportunities at the show from networking events, the education program, the media opportunities and of course the business appointments

What’s changed in your time in the industry?

The Meetings and Events industry has evolved over the past twenty years with technology (AV), wellbeing, and most recently sustainability being a key part of an event. Meetings and Events have become more interactive and more meaningful for the participants whether they are dialling in virtually or in person.

What do you think our industry will look like in 30 years?

I think in 30 years there will continue to be a focus on technology with Hybrid still playing a part in some shape or form. Wellbeing is still going to be a focus ensuring participants leave a meeting refreshed rather than exhausted. I think Meeting Planners and PCO’s will become more important as meetings and events evolve. With wellbeing, sustainability and the local community being a key requirement by many businesses now to incorporate into a meeting – a professional will be required to organise this from planning to execution.

What’s one of the most memorable events you have attended and what made it so memorable?

Hyatt Regency Bangkok at a Hyatt global meeting where the participants were constantly surprised and delighted. From personalised gifts in their rooms, to a surprise flash mob dance by the staff, to morning teas hosted by local producers, localised wellbeing activities (Thai kick boxing) to a guest speaker that was meaningful to the destination (cave divers who rescued the Thai soccer team). Every element was well thought out, all staff in the hotel took part and it was localised to Thailand. It’s often not about the big budgets – its about being authentic, meaningful and bringing the destination into the meeting

Who are your strongest influences in the industry right now?

Some key meeting planners we work with – they think outside of the box – are innovative and creative and work with hotels as partners to achieve the best outcome for the client

Have you met any partners or made new business contacts through AIME?

So many!

What are your top tips for networking?

Get to know a person beyond just their title and the event they are working on. You never know what other events and meetings they have coming up, so get to know them first, obtain their details (business card or look them up via linkedin) and continue the conversation after AIME. AIME is not just about doing a deal at the tradeshow – it’s about meeting a person for the first time to then continue the conversation afterwards.

What do you think is the biggest challenge facing the industry?

Two challenges :

• Costs and inflation – especially with airline prices. We are noticing that with  future events – they are smaller in size and remain local and
• Employees and resources, the industry was decimated over Covid – so trying to attract talent is a huge challenges

How are you tackling sustainability at your organisation?

Ensuring all hotels have guidelines in place, reporting on our sustainable efforts and working with Hyatt to ensure we have specialists leading this space. Sustainability is becoming a “must have” and not “a nice to have” with all our market segments.  We focus on reduced food waste and single use plastics, prioritising water conservation, responsible sourcing and prioritising the value of working with local communities

What are the key trends you are seeing in your area of specialty?

Rooftop gardens, food waste composters, elimination of plastics all together, only using sustainable suppliers… to name a few

What are you most looking forward to at AIME 2023?

Seeing the International markets return

What are some of your go-to places in Melbourne or ones you recommend to visitors?

Melbourne Laneways tour, the NGV, attend a sporting match at the MCG or Rod Laver arena, Moonlight cinema in the Botanic gardens, attend a show at the Princess or Regent theatre.  The food, sport and arts scene are one of the best in the world here in Melbourne.

What are your top tips for making the most of your time at AIME?

Don’t party too hard at night – AIME is busy and you want to make the most of the appointments during the day.

Be memorable – buyers meet many suppliers over the two days. Stand out (in a good way) and make an impression

What are 2-3 things you would advise someone to do who is attending AIME for the first time?

• Find someone you know who has attended AIME before and knows the industry well. Ask them to help introduce you to the key players
• Be proactive and attend all networking sessions to meet new clients outside of the appointment sessions
• Attend the education sessions – you’ll learn a lot about the industry