Murphy told members of the association at the G50 Summit in Staverton Park, Daventry that it was essential they looked for business across the entire events spectrum and not just from the exhibition sector.
He said: "Anyone here who is just chasing exhibition business will be in trouble. In fact I cannot believe that they are still in business if that is the case. In order to pay off Excel London's £200m loan we have gone out there and chased all event business and ensured that Excel is seen simply as a venue and not just an exhibition space.
"It is essential that all of you get up and chase the business. If people here are just relying on exhibitions then they need to wake up and smell the coffee."
The event, which finished yesterday (22 July) saw more than 70 members of the association take part in a number of interactive panel discussions, dinner and golf.
Companies included Meridian Employment, Early Action Group, Melville, EC&O Venues, Business Dersign Centre and 4D Designs.
For pictures from the event check out eventmagazine.co.uk on Monday (26 July).
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