"Government has no perception of event industry," says Simon Burton

Speaking on a panel alongside Karim Halwagi, chief executive of the Association of Event Organisers (AEO), Burton said the only way the industry will get any traction with the government is to come up with one clear message across the board.

He criticised existing lobbying campaigns for not being clear and sending "muddled messages" to those in power.

"We need to look at how we turn a series of ad hoc projects into a long term strategy," he said. "We need a coherent campaign, with a clear objective that speaks consistently across the board. We are a very nuanced and fragmented marketplace at the moment and when we all get in a room we all bring our own personal agendas, not the wider agenda."

Halwagi spoke about how the AEO’s research initiative Face Time is helping prove the effectiveness of face-to-face marketing. He believes the various trade associations need to come together and set three clear objectives.

"It is this lack of focus that is the problem. We’re trying to do too much, we need to simplify what we’re doing. If we could come together through one campaign one goal and show unity people would start to believe in it," he said.

The Guide Live Out of London continues today at the Silverstone Wing. This afternoon guests will be given the opportunity to take part in a driving experience around the famous track.

Follow all action on Twitter #TheGuideLive

Comment below and let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @chantelle_dietz