It will be difficult to change this well-established pattern
of professionalization, that is to evolve from specializations
based on the form of event (such as ‘festival manager’,
‘exhibition designer’, or ‘convention planner’) to a generic
‘event management’ profession. No doubt the professional
associations will continue to compete for members
and prestige, although there are signs that some of the
associations have been broadening their scope and appeal.
The evolution towards generic event management will also
be facilitated by educational institutions offering professional
event management degrees, and by employers who
will increasingly want adaptable professionals.