The meetings, event and incentives industry is facing a talent reckoning.
According to the Incentive Research Foundation’s 2024 Future of the Incentive Workforce report, more than three-quarters of meetings and incentive professionals are experiencing talent or skills shortages. At the same time, more than 70 per cent of potential job seekers have never considered a career in our industry. Not because it lacks appeal, but because they simply do not know the opportunities that exist within our industry.
This disconnect is becoming one of the industry’s most pressing long-term challenges.
An Invisible Industry
Unlike many of my peers, I discovered the events industry early. I studied hotel and food administration at university and entered the profession with intention. But that experience is not the norm. Many professionals in our space still say they “fell into” the industry by chance.
Even before the pandemic, the warning signs were there. At my university, roughly 100 students graduated from event or hospitality programs each year. Within five years, nearly three-quarters had moved on to other industries. One reason is that event and hospitality degrees equip graduates with highly transferable skills, from project management and marketing to finance and communications. Those skills open doors well beyond our sector.
That is a strength, but it also means we must work harder to show why staying in this industry is worth it.
The Enrolment Decline and the Perception Problem
Enrolment in hospitality and event management programs has dropped between 20 and 50 per cent since 2019. At the same time, many parents are actively discouraging young people from pursuing hospitality careers, citing low pay, long hours, and job insecurity following the pandemic.
These perceptions are outdated and incomplete.
Yes, our industry includes chefs, hotel sales teams, and event managers. But it also offers careers in sustainability, digital marketing, talent development, destination management, audiovisual production, technology, and entrepreneurship. Few industries offer such varied pathways, or the ability to evolve across roles over the course of a career.
The problem is not opportunity. It is awareness.
Time for a Rebrand
The meetings and incentives industry needs a rebrand, and it needs one with confidence.
I have often said that we should take inspiration from the U.S. Army’s long-running “Be All You Can Be” campaign. That level of ambition is exactly what our industry needs. We should be proudly communicating the breadth of opportunity available and the global impact of what we do.
Social media must play a central role, but not on the platforms we are most comfortable with. LinkedIn and Facebook are not where the next generation is forming career aspirations. TikTok and Instagram Reels are.
Short-form video content showcasing “a day in the life,” behind-the-scenes moments at live events, and real stories from young professionals can help demystify the industry. The most credible voices are those already early in their careers. We should be empowering them to tell their stories.
Strengthening the Education Pipeline
There are encouraging initiatives underway. The Society for Incentive Travel Excellence (SITE) and the Incentive Research Foundation (IRF) have partnered on the Future of Incentives Workforce program, which includes modules designed for use in high schools, colleges, and universities. These resources allow industry professionals to step into classrooms as guest lecturers and introduce students to career paths they may never have considered.
However, individual companies also have a role to play.
Stronger industry-education partnerships are essential, from co-op placements and internships to research collaborations and career day participation. Investment is not just financial. Volunteering time, offering mentorship, and showing up consistently can make a lasting impression on students deciding where to build their futures.
Retention Matters Just as Much
Attracting talent is only half the equation. Retention is where many organizations continue to struggle.
Today’s graduates expect competitive wages, clear career progression, and employment security. Benefits such as parental leave, pensions, education bursaries, employee travel rates, and even sabbaticals contribute to long-term loyalty.
Work-life balance is also non-negotiable. The era of glorifying 16-hour days and constant weekend work is over. Sustainable staffing models that protect mental health are not a luxury; they are a requirement if we want people to stay.
Just as importantly, younger professionals are evaluating employers based on values; ethical business practices, sustainability commitments, and meaningful diversity, equity, and inclusion initiatives matter deeply. They want to work for organizations that contribute positively to the world around them.
A Collective Responsibility
The Events Industry Council has made it clear: “Talent and workforce development are now viewed as critical to the long-term sustainability of business events, not optional investments.”
Every organization can take action. Reach out to a local high school, college, or university. Volunteer to speak at a career day. Offer internships that are well-supported and fairly compensated. Show the reality of your workplace, and the future it can offer, through authentic storytelling.
The future of the meetings and incentives industry will not be defined by demand alone. It will be defined by who we inspire, educate, and invite into the profession today.
If we want the next generation to see this industry as a place where they can grow, contribute, and truly be all they can be, we need to start telling that story now.
Jenn Glynn is managing partner at Meeting Encore Ltd and Fuel Sports. She is a recognized industry volunteer who is passionate about the industry with a focus on driving education both inside and outside the industry on the value of events.
