Interview with Corporate Events Expert Jessie States
Business Events Tokyo supports education and skills development for Tokyo's event professionals. That is why we will host this year's Corporate Event Education Summit, once again led by industry leader Jessie States of Meeting Planners International (MPI), to introduce all the latest industry trends as well as develop the mindset required to be competitive in today's global event landscape.
Ahead of the program, Business Events Tokyo got the chance for an interview with Jessie States for a sneak peek into the fascinating program contents.
1. Welcome back to Tokyo! You have delivered outstanding training programs for us on a number of occasions. Can you tell us a bit about this year's program?
Every year, we incorporate the most compelling new practices in the meetings and event space, focusing on what's coming next and how professionals can leverage those trends. The first day will have a big focus on business: current industry trends, the skills professionals need to foster, and how best to leverage these trends. The second day will be more about design. We will bring in a professional improviser to teach real-time improvisation skills, add a session on wellness, and finish with a game-based event design exercise so attendees immediately apply their new knowledge. It is going to be hands-on and a lot of fun!
2. What skills and mindset do you believe are essential for future professionals in corporate meetings and incentive travel?
I emphasize what I call critical skills. I think adaptability and flexibility are absolutely vital because the pace of change is going to continue to increase in both the general business world and the business event world. Our industry tends to be risk-averse when adopting new technologies. While risk aversion can be useful, it can block positive momentum, so we want to challenge that mindset and encourage professionals to exercise their risk-taking muscles.
3. How will participants of this program gain skills and perspectives that enhance the quality of corporate meetings and incentive travel?
This training program is built around practice. If we gain new knowledge but don't apply it immediately, we tend to lose it. So we intersperse activities throughout, ensuring participants learn and new ideas right away. That way, when they return to the office, they know how to integrate new concepts into their work.
4. What are the most significant trends in corporate meetings and incentive travel today?
There are many trends, but technology and AI are the most obvious. Still, technology is just a tool. The real focus must remain on people. Fifteen years ago at MPI, we asked organizers about the future of meetings. They said technology. But when we asked professionals outside the industry, teachers, architects, and game designers, they said the future was people. We must remember that meetings are about human connection. Technology should enhance, not overshadow that.
5. How do you see AI transforming sales strategies and event operations?
AI increases efficiency and helps us have the right conversations with clients. On the sales side, for example, teams can respond to more RFPs while offering greater customization through generative AI. One colleague now creates programs in hours that used to take days. AI dramatically increases response times.
6. How does event data analysis improve planning for corporate meetings?
Data analysis helps organizers improve experiences and personalize meetings. Registration data shows how often someone has attended a particular event and what sessions they joined, which is invaluable for understanding your customers and planning future events. With an event with thousands of attendees, AI can streamline the process and make personalization scalable.
7. Please tell us about what you think Tokyo's biggest strengths for MI events will be in the coming years
Tokyo has huge advantages for attracting events. Air access is excellent. From Dallas, it's only 14 hours, shorter than some domestic US trips. Once here, Tokyo's public transport is also outstanding. The city offers beautiful hotels and venues, and above all, Tokyo's people provide unmatched hospitality. Attendees can immerse themselves in incredible culture while enjoying world-class service.
Business Events Tokyo is honored to welcome Jessie States back to Tokyo for the upcoming Corporate Event Education Summit. By continuing to invest in skill development and knowledge sharing, we reaffirm our commitment to ensuring Tokyo remains a premier destination for world-class events.