Where can careers in event management take you?

The global COVID-19 pandemic may have temporarily affected the tourism, hospitality and event industry. But according to Caitlin Ring, these industries aren't going anywhere.

Caitlin is a UQ Master of Tourism, Hotel & Events Management graduate. She’s living proof that careers in event management are as achievable and rewarding as ever. 

“In my experience, events are back, and they’re back in full force,” Caitlin says.

“I’ve never been busier than now, and I know a lot of my colleagues in the industry feel the same way.”

Working as a senior events operations executive at City Parklands, Caitlin manages hosted events at the popular Roma Street Parkland and South Bank Parklands in Queensland. These include Brisbane Festival, World Science Festival, and the 2021 announcement that Queensland would be hosting the 2032 Olympics.

Overcoming doubts to pursue her career in event management

Despite her now thriving career in event management, Caitlin was originally warned off working in tourism, hospitality and events. People cautioned that it was a finite industry with few event management jobs available for graduates.

This led her to study a Bachelor of Physiotherapy at UQ first. But even while working as a physio after completing her undergraduate degree, Caitlin continued doing event work on the side.

“Eventually I decided I loved it enough to make it a full-time career,” she says.

“I enrolled in UQ’s Master of Tourism, Hotel & Events Management because UQ has a great reputation as one of the best universities in the world."

"It also has a reputation for a great events program – there actually aren't many out there.”

Caitlin fast-tracked her master’s degree in event planning and management by studying while also working full-time hours casually as a physio.

“I knew if I wanted to change careers, I’d have to do it early, because experience is important when working in event management," she says.

Caitlin's career in event management has taken her from New Year's Eve in New York City to the Tokyo 2020 Olympic Games

What is it like studying UQ’s postgraduate event management degree? 

Balancing theory with the development of practical skills, UQ’s Master of Tourism, Hotel & Events Management empowers students to work on real-life industry projects. UQ has 1 of only 2 tourism programs in Australia with United Nations World Tourism Organisation (UNWTO) accreditation. UQ also currently ranks 7th in the world for hospitality and tourism management (ShanghaiRanking's Global Ranking of Academic Subjects 2024).

“There were some great lecturers that had a lot of experience," says Caitlin.

“One of my lecturers had worked for the Noosa Jazz Festival, and one of my first projects was to work on a full marketing plan for a live event. For me, having that real life experience was important."

“In another course, we got to do a deep dive into Disney as a leader in the industry. Learning from real life examples and having guest lecturers come and talk to us demonstrated that there is a lot of potential for event management jobs and widened my idea of what I could get involved in.”

How did the program prepare you for a successful career in event management?

While a lot of her colleagues don’t have a degree, Caitlin recommends the master's program to anyone wanting to get ahead in the industry. The skills and confidence from the event management degree can make a real difference when looking for event management positions.

“Having this master’s degree allowed me to fast-track my career a lot quicker than other colleagues, and I have a broader understanding of industry fundamentals and how to put events together," Caitlin says.

"For example, rather than just an operational mindset, I now understand how to create a full marketing plan and manage customer experiences.”

Prior to the pandemic, Caitlin enjoyed working to contracts, which gave her the flexibility to travel the world.

“My master’s degree facilitated a visa for me to work in the US, which was an incredible experience and where my events career took off,” she says.

“Working the New Year’s Eve ball drop in Times Square, New York, was a lifelong dream of mine. Without my degree, I don’t think I would have been able to do that.”

What does the future of the event management industry look like?

Caitlin says she believes the pandemic has prepared her, and the industry, to continue to thrive in future.

“Hopefully we’re now through the thick of the industry disruption caused by the pandemic. But, if not, I wouldn’t be scared off by it – you just have to learn to adapt."

“I think what we’ve learned is that events will never die. Yes, everyone in our industry had to find a new way to deliver events during the pandemic, but they never actually stopped."

“I also believe COVID-19 highlighted the need for people with the unique skillset event managers have. We’re great at multitasking, organising and dealing with stress well. Being able to pivot during COVID-19 is just one example of that skillset in action.”

“As the world becomes more technologically advanced, people still want that community satisfaction of coming together and celebrating. Events still push ahead if they’re important to us.”

Tourism Research Australia (TRA) reported that domestic tourism spend has increased by 61% compared to pre-pandemic levels and is predicted to reach $223.3 billion by 2028. 

These industry predictions indicate future job prospects look bright. And in the lead up to 2032, there will be plentiful event management career opportunities in Southeast Queensland.