Live Exhibitions Are Returning, Helped by Virtual: New Research

Encouraging vaccine rollouts have exhibition event organizers in many areas determined to go back onsite. However, they’ll need exhibitors on board. Against a backdrop of new variants and virtual alternatives, will they come back? Here’s what the data says.

The article discusses the recovery and future outlook for trade shows and exhibitions in a post-pandemic world, based on new data from a survey by Explori and UFI. Key takeaways include:

  1. Exhibitor Interest Returning: Exhibitor interest in trade shows is almost back to pre-pandemic levels. While budgets are still lower, recovery is expected within a year, with some exhibitors planning to participate in fewer events and reduce booth sizes due to ongoing financial constraints.
  2. Digital and Hybrid Challenges: Many exhibitors are still reluctant to embrace virtual or hybrid events. Only 64% have experimented with digital events, and most prefer in-person experiences over hybrid options, believing that hybrid formats detract from the live experience. However, training is seen as crucial to helping exhibitors adjust to these new event formats.
  3. Virtual Events Stimulate Interest in Live Shows: Virtual events have introduced a new audience of more digitally savvy marketers who had not traditionally exhibited at trade shows. About 70% of these digital participants are now interested in attending live events, presenting an opportunity to convert virtual participants into live exhibitors.
  4. The Future of Exhibitions: Hybrid events will remain but will not replace live experiences. Instead, hybrid formats will add digital layers to in-person events, and some organizers are focusing on community-building models, blending digital and live experiences.

In conclusion, while trade shows are recovering, the industry’s future will likely involve a mix of live, digital, and hybrid events. Training and adapting to new technologies will be essential for exhibitors to maximize their engagement and impact.

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