Over the past few years, the meeting
and event industry has undergone rapid transformation, driven by
technological innovation, changing attendee expectations and a growing
focus on inclusivity and sustainability, according to Sheila R. Neal,
CASE, senior director, sales and strategic alliances for Visit Detroit.
"Professionals today must be tech-savvy, able to leverage digital platforms and hybrid event technologies to engage audiences both in-person and virtually," Neal says. "They also need stronger data analysis skills to interpret attendee behaviors and measure ROI."
With the meeting industry moving toward even greater personalization and experiential design, skills in creative storytelling, audience engagement and strategic use of AI will be critical, according to Neal.
"Emotional intelligence and adaptability are also becoming core competencies as our industry becomes more people-centric and responsive to shifting global trends," she says.
Of course, sometimes it’s too-often-overlooked soft skills that are perhaps most critical for career success. One such important skill for meeting professionals, Neal says, is adaptability—combined with continuous learning.
"Because the industry evolves so quickly, professionals must stay curious and willing to learn new technologies, tools and approaches," she says. "Communication and collaboration are also fundamental. Our work is deeply relationship-driven. Strong interpersonal skills allow meeting professionals to build trust with clients, partners and vendors, and to navigate the inevitable challenges that arise with any role but especially during event planning and execution."
A SHARED RESPONSIBILITY
Visit Detroit views workforce development as a shared responsibility across the industry, Neal says, noting we can all do a better job by actively showing students the breadth of careers available that go beyond event planning into logistics, marketing, AV technology, hospitality, design and more.
"Now we are working to create real opportunities for them to experience the industry firsthand," she says. "We are seeing progress: More students are participating in our outreach programs, internships and networking events, and they are coming away inspired by the energy and impact of our work. Leaders like [Visit Detroit President and CEO] Claude Molinari are passionate about mentoring and opening doors for the next generation, which is already helping shift perceptions of our field from temporary or transactional work to meaningful, long-term careers."
A partnership with MPI has allowed Visit Detroit to launch targeted initiatives to build the talent pipeline for the meetings and events sector.
"One example is our Workforce Development program, which connects students with professionals for mentoring, job shadowing and internships to help them understand the many pathways within the industry," she says. "We also developed in partnership with MPI ‘Meetings 101,’ a hands-on program that introduces high school and college students to the fundamentals of planning and executing events. It gives them direct exposure to our venues, our teams and the many roles that make events successful. These programs are helping us plant seeds of interest early and equip future talent with the foundational skills and relationships they need to thrive, and we reward them by providing them with an industry certificate."
