Maybe it’s the summer sunshine. Maybe it’s the sheer number of events and shows taking place across the UK, that we’re doing what we love, and audiences are loving it. Whatever the reason, there’s a growing sense that our sector is finally gaining ground, maybe even in our relationship with government.
At NOEA, we’ve always been realistic about what that relationship can achieve; we don’t oversell our influence or expect miracles. Still, even incremental progress matters. A constructive partnership beats a strained one—or none at all.
Over the past few years, we’ve focused on closing the knowledge gap between event professionals and both ministers and the civil servants who support them. The path hasn’t been linear—progress can stall, and a change of administration often forces a reset—but our strategy has evolved. Instead of speaking only to MPs, we’ve built our baseline relationships with civil servants as well. They rely on associations like NOEA for real-time data and insight; MPs rely on them to stay informed.
That shift is paying off. Civil servants are reaching out to our members more than ever, asking for practical advice, seeking deeper understanding, and—crucially—listening. Our members have responded generously, offering candid intelligence from the front line of planning, producing, and staging outdoor events. That two-way flow of information is what fuels my optimism.
Of course, we see the headwinds. The economy is fragile, consumer confidence is shaky, and the operational pressures on organisers keep mounting. Yet one fact remains: we’re in the business of joy. Outdoor events give people space to gather, celebrate, and feel part of something bigger. That social, cultural, and economic value is hard to ignore—and government is noticing.
When I recently invited civil servants to The Showman’s Show, where we’ll join our partners at Qdos to host a series of Town Hall gatherings with government, the response was striking. They didn’t just accept; they came back with discussion points and topic suggestions of their own. That’s more than attendance; that’s genuine engagement.
Will every goodwill gesture translate into life-saving support when the next crisis hits? Not necessarily, COVID taught us that. But today there is more understanding, clearer dialogue, and forward momentum.
Every day, somewhere in the UK, an outdoor event is enriching a local community, creating moments of happiness, driving footfall, and supporting jobs. We aren’t just doing our jobs; we’re contributing to the social and economic fabric of the nation.
Maybe, just maybe, this really is the beginning of something special.
Susan Tanner, CEO, National Outdoor Events Association