By: Michael Gietzen, CEO of Identity

The events industry is in the midst of a dynamic transformation, with its influence and reach expanding at an exceptional pace. From international conferences and festivals to local exhibitions and virtual gatherings, events have evolved into powerful platforms for connection, knowledge-sharing, and entertainment. This growth isn’t merely a reflection of changing preferences; it underscores a fundamental human need to come together, celebrate, and exchange ideas. As we witness this boom, it’s imperative to recognise not only the industry’s potential but also its significant environmental and social impact. Moreover, collective action within the industry is pivotal for steering events toward sustainability and responsible practices.

This upward trajectory of the events sector is driven by a multitude of factors. Technological advancements have shattered geographical barriers, allowing events to transcend beyond physical spaces and reach global audiences. Furthermore, the desire for immersive experiences, coupled with the rise of influencer culture, has fuelled an appetite for events. 

The UAE is increasingly becoming a hub for major events, establishing itself as a coveted destination for large scale conferences to entertainment and sporting events. This growth is driven by the country’s strategic location, world-class infrastructure, diverse attractions, and government initiatives. There has also been an increasing number of tourist arrivals in the UAE, with tourist spending in 2022 increasing by 70% to reach AED 121 billion.

The UAE has emerged as a frontrunner in shaping the environmental conversation, becoming the first country in the region to endorse the Paris Agreement, the first to commit to an economy-wide reduction in emissions, and the first to announce a Net Zero by 2050 strategic initiative, proving its commitment for climate action. The country is set to host COP28 at Expo City in Dubai this November – one of the largest and most anticipated events of the year, welcoming over 140 heads of state, senior government leaders, and over 70,000 participants. COP28 presents a tremendous opportunity for countries and organisations to map out their operational patterns, evaluate progress, map future trajectories, and commit to making a meaningful contribution.

As of September 2022, an impressive 11,309 non-state actors, including 8,307 companies, 595 financial institutions, 1,136 cities, 52 states and regions, 1,125 educational institutions, and 65 healthcare institutions are journeying hand-in-hand to accomplish the net zero goal. This alliance speaks volumes about the growing importance of climate and social responsibility, surpassing individual and professional challenges.

However, this growth is not without its consequences. The sheer scale of events, combined with resource-intensive practices, can leave behind a sizable ecological footprint. The construction of elaborate sets, the extensive use of lighting and sound equipment, and the energy consumption required for events contribute to carbon emissions and waste generation. Similarly, the influx of attendees, particularly for international events, can strain local resources and infrastructure. Balancing the positive aspects of events with their potential negative impacts on communities and cultures requires a comprehensive approach that prioritises sustainability.

To mitigate these effects and ensure a sustainable future for the events industry, collective efforts are required from all stakeholders. Event organisers should embrace eco-friendly practices, exploring options for energy-efficient technologies, implementing waste reduction strategies and eventually reducing carbon emissions. Collaborations with local communities can lead to more mutually beneficial outcomes, ensuring that events are designed in a way that respects and enhances the host location. By learning from each other’s successes and challenges, we can collectively create a more sustainable industry and deliver memorable human experiences. At Identity, we are working with our suppliers to understand their current sustainability initiatives and based on that, we’re developing a supplier engagement program to categorise each of them. This allows us to roll out a training initiative, bringing our supply chain in line with our expectations and objectives for event collaboration. We’re also engaged in a reciprocal learning process, drawing insights and success stories from our supply chain’s sustainable journey.

Yet, the responsibility isn’t confined to event organisers alone. Attendees, sponsors, and partners all play significant roles in shaping the industry’s sustainability trajectory. Participants can opt for greener transportation options, minimise their waste generation, and engage in events with a heightened awareness of their environmental impact. Sponsors and partners can align their brands with events that prioritise sustainability, encouraging the integration of eco-friendly practices.

The events industry is witnessing a remarkable era marked by innovation and connection. However, this growth comes with the obligation to balance our enthusiasm with responsibility. By weaving sustainability into the fabric of event planning, execution, and participation, we can usher in an era where events are not only captivating and enriching but also beneficial for our planet and communities. The bar has been set high, and models of leadership and collaboration are constantly evolving. Industry stakeholders, participants, and partners all hold the power to influence the industry’s path towards responsible practices. By encouraging collaboration, prioritising eco-friendly choices, and respecting local communities, we can ensure that the world of events not only captivates our senses but also safeguards our planet for generations to come.