INDUSTRY INSIGHTS

The changing business events platform

By Wrenelle Stander, chief executive officer of Wesgro.

As business events were postponed, cancelled, or transitioned into the virtual realm, the direct economic impact emanating from such events were virtually zero.

This led to business events having to immediately innovate, using virtual platforms.

Supported by advancements in technology and infrastructure, the skills of event organisers and the desire of attendees to engage through virtual platforms has provided our industry with a short-term lifeline, and virtual and hybrid options are now credible alternatives to the traditional face-to-face platform. However, interpersonal engagement and the unique experience from attending in-person conferences cannot be understated.

Looking into 2022, as Covid-19 variants continue to emerge and whilst the South African vaccination rates remain muted and travel bans impede global movement, enticing delegates to travel and attend in-person events will remain challenging. Flexibility coupled with event design will become a critical element in organising events going forward, thus opening opportunities for new skills development and learning.

In terms of destination marketing, it has never been more important for all stakeholders in the value chain to emphasise what legacies are generated once the event is over. Articulating how an in-person conference impacts the industry, region and the country is now imperative. Attendees need to understand how they are connected to sectoral and economic change.

Showcasing local expertise to resolve global challenges is a key focus area for growth. Covid-19 has provided a platform for South African scientists and epidemiologists to demonstrate how they may contribute to resolving a global crisis. There are many other sectors that need to be spotlighted — the potential is immense.

The pandemic has created a larger focus on opportunity for growth on the African continent and a need for an establishment of stronger continental networks and infrastructure to support its tourism options, including business events. Although the continent must overcome barriers such as limited air lift connectivity and a more seamless approach to visas etc., it is working hard to open itself up to the world. There is a stronger drive within the established and emerging business events hubs on the continent to connect and obtain a deeper understanding of one another’s barriers to growth, and its citizens are embracing these opportunities.

The role of the convention bureaux in marketing their destinations to hosting business events will be to have an acute awareness of the international trends affecting how choices for a destination will be made in this new reality. Although attracting large-scale delegate numbers again will be the ultimate goal as destination marketers, a focus must be on the growth potential of the regional and domestic market and how these will create more direct economic opportunities for destinations.