The ISES UK chapter intends to increase ties with other branches of the association in EMEA this year, through joint events, talks and visits.
Atkins told Event: "EMEA has really come on in the last few years. There’s now a central European chapter of ISES and a Dubai chapter, plus Turkish and Nigerian chapters are in formation. Our operations manager Toni Griggs performs her role for EMEA as well, which allows us to put the word out and to make sure that ISES members are being promoted abroad."
ISES is hoping that Middle East president Adrian Bell will speak at an ISES Talks event in April, to discuss doing business in Dubai and promoting British companies in the United Arab Emirates.
Atkins said the UK industry must learn from the experience of other ISES chapters around the world. "Last summer I spoke to Jennifer Trethewey, president of the Australasia chapter. She said that after the Sydney Olympics, associations and the government stopped thinking they had to promote the industry because they expected Sydney would have lots of trade off the back of the Games. They stopped using it as a ladder to progress in the international market.
"Now the London Olympics are over, we need to push the creativity that British events companies and suppliers have, from an export perspective and also to drive business into the UK."
Atkins added: "We need to stop patting ourselves on the back and think how we are going to make the most of what we delivered during the Games, and ensure that people know exactly who was involved and that those companies really benefit," he said. "It’s important to look forwards rather than backwards."
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