AEO Launches #ChooseEvents to Build the Future Talent Pipeline for the Global Events Industry

The Association of Event Organisers (AEO) has unveiled #ChooseEvents, a new industry-wide initiative designed to raise awareness of career opportunities in the global events sector and address one of the industry's most pressing long-term challenges: attracting and retaining new talent.

Running from 1–4 September 2026, the campaign brings together event organisers, venues, suppliers, agencies and industry partners under a common message—"events are powered by people." Rather than functioning as a one-off awareness drive, #ChooseEvents has been conceived as an annual movement aimed at strengthening the sector's talent pipeline while showcasing the diversity of careers available across business events, exhibitions, conferences, festivals, live experiences and sporting events.

The initiative reflects a growing recognition that, as the meetings and events industry continues to expand globally, workforce development has become a strategic priority. In the UK alone, the business events industry contributes £11.5 billion to the economy each year, supports more than 126,000 jobs and attracts over 7.2 million visitors annually. Yet despite its considerable economic footprint, the sector continues to face a visibility challenge, with many students and young professionals remaining unaware of the breadth of career paths it offers.

The timing of the campaign is also significant. As artificial intelligence reshapes many professions, the value of face-to-face interaction is becoming increasingly apparent, reinforcing the role of events as catalysts for collaboration, innovation and community building. Against this backdrop, AEO believes the industry has a compelling story to tell about careers that combine creativity, technology, business strategy and human connection.

Throughout the campaign week, participating organisations will share employee stories, career journeys and behind-the-scenes insights into the people responsible for delivering events around the world. The objective is to provide an authentic view of the profession while demonstrating the wide range of skills and disciplines that underpin successful events.
 

Anna Golden, Chief Executive of AEO, said: "Events create opportunities for businesses to grow, ideas to flourish and communities to connect. Every event, regardless of its size or location, is made possible by talented people whose creativity, expertise and passion bring experiences to life.

With #ChooseEvents, we're coming together as one industry to celebrate those people, showcase the incredible careers our sector offers and inspire the next generation to see events as a profession full of opportunity. Together, we can tell a far more powerful story about our industry than any organisation can alone."

The campaign will culminate at the AEO Conference, taking place on 3 September at Vox NEC Birmingham, where industry leaders are expected to reaffirm their commitment to investing in people and supporting the next generation of professionals.

By positioning #ChooseEvents as a global movement rather than a national initiative, AEO is also encouraging collaboration across international markets. The association believes that strengthening the industry's future workforce requires collective action, giving organisations worldwide a shared platform to celebrate their people, showcase career opportunities and reinforce the social and economic value of the events profession.

Businesses and individual professionals are invited to take part in the inaugural edition of #ChooseEvents by sharing their stories across social media between 1 and 4 September, helping to demonstrate that behind every successful event is a diverse community of talented people whose work creates lasting impact.
 

Powered by Meeting Media Company, publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.