Report on the Global Events Industry

Assignment Brief

Part A: Scenario and Activity

You are undertaking a work placement at London’s ExCeL Exhibition Centre.  They already host many international events, however based on the success that they saw as an Olympic Venue in 2012, they wish to understand more about the current market, and how they might be able to exploit this further.  They have asked you to undertake a series of projects to explore the sector in detail and report back with your findings to them.

Your report should:

• Examine the diversity of the global events industry, including its structure and how it is organised; together with the place of different types of events within our society
• Explain the factors that have influenced the development of the events industry on both a local and global level, contrasting these two extremes
• Undertake an evaluation of the key factors that have influenced the development, structure and organisation of the events industry and the role of different events within our society    
• Using critical evaluation techniques, show the key factors that have influenced and shaped the events industry and the role they play in society
• Produce an evaluation that shows the value, impacts and legacy of a range of global events together with the environment in which they operate
• Review management strategies used to support responsible event development, across a range of global events       
• Critically evaluate the specific management strategies used within the events industry to deliver responsible events and how these have recently developed; show these across a range of actualglobal events

Critically assess the impact that global events have on different levels of the environment; evaluate the strategies used by the industry to support responsible event development now and into the future

Part B: Scenario and Activity

Your manager was very impressed with your contribution and has asked you to undertake a solo project which draws together a number of case studies for them to view.To continue the theme from the previous work, she has asked you to show the case studies in a PowerPoint presentation, so that it can then be shared with others across the world through a video link

Your presentation should contain:

• Determine the effect that the positive and negative impacts of the global events have on the macro environment; include their influence on decision-making and organisational behaviour; support this with specific examples

• Using specific examples, evaluate the macro environmental factors, their influence on global events industry; support this with an analysis of their influence on decision-making and organisational behaviour

• Provide detailed recommendations for improvements and solutions for a specific event ensuring that these will minimise adverse impacts and also maximise profit

• Using a SWOT analysis tool, report on a specific event examining and assessing the criteria essential for the successful planning of events

• Critically evaluate the criteria that are essential for the successful planning of events.  Take into consideration the impacts of both the internal and the external environments

Sample Answer

Report on the Global Events Industry

Introduction

The global events industry is recognised as one of the most dynamic sectors of the contemporary economy, combining elements of business, culture, tourism, and social development. It covers a broad spectrum of activities, ranging from international conferences and exhibitions to major sporting spectacles and cultural festivals. This report explores the diversity, development, structure, and organisation of the industry, while also assessing the value, impacts, and legacies of global events. In addition, it considers the management strategies that have emerged in response to challenges and the growing demand for responsible event practices.

Diversity of the Global Events Industry

The global events industry is characterised by its diversity, with activities taking place on multiple scales and across different cultural and economic contexts. Large-scale international events such as the Olympic Games or the FIFA World Cup capture the attention of worldwide audiences, while also generating significant economic and cultural benefits for host nations. Alongside these mega events, there are international business gatherings such as the World Economic Forum in Davos, which serve as important platforms for networking, trade, and policy debate. The cultural sphere contributes further diversity, with film festivals, music concerts, and art exhibitions acting as vehicles for both creative expression and the preservation of identity. At a more localised level, community events such as carnivals, charity runs, and religious celebrations provide opportunities for civic engagement and social inclusion. Taken together, these examples highlight the ability of events to serve multiple functions, from economic stimulation and destination marketing to cultural exchange and community building.

Structure and Organisation of the Events Industry

The organisation of the global events industry is complex, involving collaboration between the public, private, and third sectors. Governments often play a crucial role by funding, regulating, and promoting events as part of wider tourism and city-branding strategies. The private sector contributes through corporate sponsorship, professional event management firms, and venue operators, ensuring commercial viability and professional delivery. Non-profit organisations and charities also hold a strong position, particularly in hosting events that raise awareness of social issues or generate funding for community initiatives. International federations, such as the International Olympic Committee or FIFA, add an additional layer of governance by setting standards and overseeing global competitions. This structure demonstrates the multi-stakeholder nature of the industry, where collaboration between diverse actors is essential for success.

Factors Influencing Development: Local and Global

The development of events is influenced by both local and global factors. At a local level, the availability of infrastructure, venues, government support, and cultural traditions often determines whether an event can be successfully hosted. For example, London’s ability to stage the 2012 Olympic Games was supported by its strong transport systems, rich cultural heritage, and long-standing reputation as a global city. At a global level, forces such as globalisation, technological innovation, and concerns over sustainability have transformed the way events are conceptualised and delivered. The rapid rise of virtual and hybrid events during the COVID-19 pandemic illustrates how global health crises can alter industry practices and accelerate new trends. Similarly, the increasing awareness of climate change has pushed organisers to adopt sustainable event management practices, such as carbon offsetting and the use of renewable energy in venues. These examples show how local and global conditions intersect to shape the evolution of the industry.

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