"We have to get better at promoting what we as a sector do, both in economic, social and cultural terms, and be more robust in dealing with many of the issues that we face," said BVEP chairman Michael Hirst.
"As the UK events industry continues to establish itself as a major economic and social driver, we as a supporting body need to position ourselves to encourage and champion the industry in a way that is relevant to today's market," he added.
Next year, the association is marking ten years since its foundation in 2000. The independent organisation will also commence a communications drive, designed to boost its message to the largest possible audience.
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