The joint venture aims to extend the reach of HBAA events, including its ‘Training programme’, and Eventia's 'How To' seminars, with collaboration between both parties.
Grass Roots supply chain director Alan Newton, speaking on behalf of the Eventia Education Committee, said: "Despite the individuality of both associations, there are some obvious areas of cross-over, where it made sense to open dialogue and enhance the benefits to members of both associations.
"Indeed, many organisations, including Grass Roots, are members of both associations, gaining distinct benefit from membership of both. Having previously served on the board of the HBAA, I was aware of the strength and popularity of the training courses provided by the HBAA, a member benefit Eventia has been missing."
Ellis Salsby managing director of meeting planners Ellis Salsby, commenting on behalf of the HBAA, added: "Eventia provides excellent seminars and networking events, which we felt would provide HBAA members with enhanced benefits in the field of education that we have not previously offered.
"There seems to be a natural fit in blending ‘training courses’ with ‘seminars’ and 'networking’. This will also continue to offer a wide range of development and training opportunities to members of both HBAA and Eventia.