Correspondent Kristyna O’Connell speaks to CEO of the Meetings Industry Association, Shonali Devereaux on her new role, International Confex and challenges facing women in the industry.
Shonali Devereaux – presenter, event host, interviewer, FF15 mentor, lecturer, and now MIA’s chief executive. Like many, Devereaux fell into events and has never looked back, immersing herself in the industry, giving back as much as it has given her, if not more.
From a young age, Devereaux has always felt a deep need to give back, to be involved in initiatives beyond her role because she knew she could add value, and that is exactly what she has done. She recalls her early days into events: “Early in my career, I worked at a company that didn’t have an events programme. I pitched the idea to them, and that was a turning point—it was the first time I realised I could create something bigger than myself.”
Reflecting further upon her most memorable moments in her career, those that she is the proudest of, Devereaux says: “A pivotal moment was deciding to go freelance and working on the Olympics—a huge leap for me. I applied, got the job, and moved to Sydney for it. That was a defining experience.”
She says that it is an interesting experience to reflect on her career when you start to see the moments that have truly shaped you. The moments when she has stepped outside of her comfort zone and went beyond her role, serendipitous moments. She explains: “When I moved to the UK from Hong Kong, I landed a temp job at an events company—unbeknownst to me, it was run by Vanessa Cotton, one of the most formidable women in the industry. She became an inspiration to me, and today, we still have the Vanessa Cotton Scholarship.”
Beyond her direct career, Devereaux has always taken on volunteer roles, from Pride in Brighton & Hove to the Tourism Alliance, and Fast Forward 15. Devereaux credits these experiences to building the skills and knowledge that now allow her to lead effectively and will continue to guide her in her leadership as the new CEO of the MIA.
The MIA chapter
The Meetings Industry Association supports the business of the meetings and events space in the UK. It holds the UK’s only recognised accreditation for the meetings industry as it provides a rigorous process for its members – assuring the highest quality on all aspects.
Additionally, the MIA supports its members through, research, education, training, and best practice guidance, while also serving as a powerful voice for the industry—making Shonali Devereaux the ideal leader to drive this forward.
Devereaux comments on her new role at the MIA: “What excites me most is that this role feels like the culmination of all my career experiences—spanning multiple sectors, different types of businesses, and events. Now, I get to focus on what I’m most passionate about: advocating for and driving standards in our industry. It’s an incredible opportunity to influence the future of our industry, bring people together, encourage collaboration, and inspire others to be better.”
Upcoming collaborations and events
The MIA and Devereaux are set for a busy week ahead with their pavilion at International Confex on 26 and 27 February 2025 at Excel London. The MIA will host two sessions at Confex, one on the keynote stage, focused on excellence in the events industry. Devereaux says: “I’ve brought together a panel featuring a gold-accredited venue, an award-winning company, and our miaList individual winner to discuss what excellence means today and how to achieve it.”
Beyond Confex, the MIA has several networking events, education programmes, and government advocacy work lined up. Devereaux says: “We’re continuously working to elevate our sector and ensure its recognition at policy levels.”
Women in Leadership
Given that the events industry is predominantly a female space – there are invisible challenges that women face in the industry, in workplaces, and in leadership. Devereaux delves into some of the biggest challenges that she believes are facing women in the events industry. She says: “One of the biggest challenges is imposter syndrome. Research shows that men will apply for a job if they meet around half of the criteria for the role, whereas women often wait until they meet almost all of the criteria before applying. This self-doubt can hold women back from stepping into leadership roles.”
Women need to step outside of their comfort zones and into leadership roles, says Devereaux. “The key to overcoming this is owning our space. We need to recognise that different leadership styles exist, and one isn’t inherently better than the other. Encouraging women to embrace their authentic leadership approach will help drive more diversity at the top.”
Reflections on the events industry
There is no doubt that the events industry is the place to be for anyone. It is a community-led industry offering endless opportunities for individuals to grow, innovate, and, as Devereaux points out, inspire, encourage, and change lives. Devereaux says: “At the Olympics, meeting an athlete who had just achieved their life’s dream was an unforgettable moment. Live Aid changed the world. Scientific breakthroughs have occurred at conferences. The impact of events goes beyond business—they can transform societies.”
Event professionals have the ability to create moments and spaces for the incredible to happen. From conferences to exhibitions, they enrich lives by sharing knowledge, sparking inspiration through compelling stories and fostering a spirit of teamwork—values vividly reflected in Devereaux’s journey and the work championed by the MIA. Devereaux says: “We work behind the scenes, but we know the power of what we do. That’s what makes me proud to be part of this industry.”
Devereaux concludes: “Events have the power to evoke emotion, inspire change, and drive innovation.”
The MIA pavilion will host a variety of speakers and sessions, make sure you don’t miss out.
From Martyn’s Law, the Protect Duty – how will it affect us and how can we be prepared? To M&E insights; 2024 roundup & forecast for the year ahead! The MIA Pavilion will be full of content sessions that can inspire and motivate you and your business.
Register for International Confex and join 5,000+ attendees: https://eu1.hubs.ly/H0g57JD0
