Industry Content & Media

Mady Keup’s Latest Passion


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“Our fascinating business-events industry has kept me coming back for more for more than two decades. It has gifted me with the privilege of working in management positions in London, Madrid, Lisbon, and Berlin, including five years as head of the London Convention Bureau and chief executive of the British-Portuguese Chamber of Commerce in Lisbon. It has been, and continues to be, a rewarding and fulfilling career.”

Mady Keup, Course Director of Masters in Tourism, Business Events and Hospitality, SKEMA Business School, Cannes, France

And that’s why I have so much passion for my current role of teaching the next generation of meetings and events industry professionals — with the added benefit of living in beautiful Cannes, on the Promenade de la Croisette!

My students inspire me, because they are willing to be inspired. The enthusiasm and creativity I see from them every day confirms that business events have a bright future. They come from all over the world — I have 50 students, representing 11 different nationalities — and yet they work together respectfully and productively. And, despite growing up in a digitally connected world, they still believe in the power of face-to-face meetings. They embrace change and are open to new ideas, but they are demanding. To be worthwhile, an event must deliver real value in terms of knowledge, interaction, and the ability to share experiences, or they will not attend. In all honesty, who could disagree? Surely this is the way things should be, and why I believe there is a bright future ahead for events.

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