The yet-to-be-named body is being set up by the Association of Event Organisers, the Association of Event Venues and the Event Supplier and Services Association.
Its remit will be to act as the voice of the live events industry, selling the events medium and to work with marketers and businesses to create bespoke research, case studies and staff training tips.
The body’s name, its branding, associated website and inaugural research project will be revealed at an official launch early next year.
The events industry generates an estimated £9.3bn in expenditure and contributes £4.1bn to the UK economy annually, according to KPMG figures from 2005.
Earls Court & Olympia Group MD Nigel Nathan, an ambassador for the new body, says: “It will act as a stimulus to champion the very best of our industry and to ensure it is accessible, understood and implemented by global brands and SMEs alike.
“The live events industry has never been so influential – events are really permission marketing in full effect – and I’m confident the work of the new body will show everyone that getting face time with customers is essential to meet your business needs.”
Richard Hollis, head of UK licensing for BBC Worldwide, says: “The new marketing body will act as a gateway for brands and businesses to get the most out of live events. Events cement brand memories because visitors respond to the way events reach all five senses, helping customers to inform their purchasing decisions.”