±±¾©Èü³µpk10

Collen noted that enhancing value for members worldwide, as well as educating marketers about the role of live events, will be a focus moving forward. 

"We are looking to expand our programmes of education and knowledge sharing, something our members tell us they see as being crucial in maintaining their skills and expertise in a highly competitive industry," she said.

"We also want to ensure that the importance and power of live events are fully understood and acknowledged by the wider marketing community, especially in an increasingly digital environment."

ISES will launch a number of new initiatives over the next year, including its , in partnership with Visit Scotland and IMEX. 

In terms of event trends, Collen believes the event experience is increasingly important. "It’s simply no longer just about the event; it’s about the message and the emotion that event conveys. It’s about the event enabling guests the opportunity to experience the brand close up, whether that’s in a live way or increasingly through technology."

She said ISES International recognises the UK events sector to be well-developed and mature, and as such, there are plans to work with the UK chapter more closely.  

"In terms of the ISES community in the UK, we have a chapter that is well-established with a history of strong leadership and innovation, and one that is growing, and so I have no doubt that the UK events sector will continue to prosper.

"We see the UK and the wider region of EMEA, under the leadership of James Morgan, as a big growth opportunity for ISES globally, and so we are already in discussion with the leadership to look at ways in which we can provide more support on the international level but also where we can work together on specific projects," Collen added. 

ISES UK's 2015/16 board, which is headed up by George P Johnson's Kevin Jackson, .