The rise of purposeful travel and events

The steady shift from purely enjoyable and informational to purpose-driven experiences is picking up pace. During IMEX America 2024’s education program, we explored the positive transformation that's reshaping both travel and events. And at a time when many are traveling to be with their loved ones, to show their appreciation for each other, this felt like the perfect moment to share it with you.  

The culinary revolution: dining for social good 

Imagine savoring a delectable meal, knowing that each bite contributes to a greater cause. This is the essence of social gastronomy, a concept highlighted by food and travel writer, Sucheta Rawal during Dining for Social Good. It's not just about tantalizing taste buds; it's about using food as a catalyst for social change. 

Examples of chefs and restaurants using food in this way include José Andrés and his World Central Kitchen team serving hot meals in disaster-stricken areas, and Rasmus Monk's Junk Food project, turning food waste into culinary masterpieces. These aren't just feel-good stories; they're blueprints for how we can infuse purpose into every aspect of our events. 

As Sucheta emphasized, "Food has the power to bring people together, support local economies, and promote ethical and sustainable practices in the food industry. How can we, as event professionals, harness this power in our own work?” 

Beyond sightseeing: the quest for meaningful experiences 

Gone are the days when travelers were content with simply checking landmarks off their bucket lists. Today's globetrotters, especially the younger generation, are seeking something more profound. They want to immerse themselves in local cultures, contribute to communities and leave a positive footprint wherever they go. 

Sucheta shared examples of this trend, from cooking classes with local chefs to Airbnb Experiences connecting travelers with locals. The implications for our industry are how we design events that not only inform and entertain but that also create lasting, positive impacts. 

The event industry's opportunity 

As Michael Dominguez, FASAE, CHSE , President and CEO, ALHI, pointed out during the EIC Futures Landscape Study and Global Event Barometer session, our industry faces a perception challenge. "There's a narrative that if we travel, we're bad for the planet," he noted. But what if we could flip this script by creating events that: partner with local charities, offering attendees hands-on volunteer opportunities; showcase sustainable practices, turning venues into living laboratories of environmental stewardship; and that provide platforms for local artisans and entrepreneurs, boosting community economies. 

The communication conundrum 

However, as Michael Gulich, AIA, LEED AP, LFA , VP Sustainability at MGM Resorts International, reminded us during Invested in Net-Zero: A Call to Action, even the best initiatives can fall flat if not communicated effectively. Speaking about Las Vegas' water conservation efforts, Michael said, "I think we have work to do around the messaging. Telling the story so that our guests don't feel guilty about coming to Las Vegas because they think we're running out of water." 

This challenge presents an opportunity for creative storytelling. How can we weave positive impact narratives into every touchpoint of our events, from pre-event marketing to post-event follow-ups? 

A call to action 

It's time to reimagine events as catalysts for positive change. By embracing sustainability, fostering meaningful connections, and amplifying our efforts through compelling storytelling, we can transform our industry's narrative. 

This article was generated with the help of Spark AI and Snapsight . 

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