THE LAST WORD

Trends to look out for in 2023

In 2022, as the pandemic subsided, events began taking place at short notice. We had very tight deadlines for designing exhibition stands and planning event infrastructure. Unfortunately, I think this trend is going to continue as clients have become used to this way of operating and suppliers’ ability to deliver at the last minute.

By Justin Hawes, managing director of Scan Display.

However, I am hoping that with things more settled now, there will be greater advance planning and lead time for business events suppliers, with longer build-up and break-down times in the exhibition industry.

Skills shortage

The South African business events sector is experiencing a skills shortage, as experienced staff either left the industry during the pandemic years, or they emigrated. I believe that the skills shortage faced by our industry will continue to present challenges for the foreseeable future. New staff will need to be hired and trained, which takes time and energy — both of which are in short supply after the past few difficult years. This skills shortage in the business events industry is not restricted to South Africa. I see my colleagues at the International Federation of Exhibition & Event Services (IFES) facing the same problem around the globe.

Demand for live events

There will continue to be a big demand for live events, as we experienced in 2022. We predict that there will be growth in face-to-face marketing as we have seen that people want in-person events and interactive experiences.

In-person events will continue to be complemented by online elements, resulting in hybrid events. We have seen the merits of online meetings and events and they will still be a feature of the business events industry.

We have realised that it isn’t always necessary to jump on a plane and be at every meeting or presentation, and there are times when online will suffice. The devastating effects of climate change have highlighted sustainability, and online events represent one way to mitigate the impact that travel has on climate change.

Increase in international events

When events began taking place in 2022, they were generally smaller, localised events, or smaller editions of big events. Our 2023 calendar is showing that the big international events are back, with many international conferences taking place in South Africa. Attendance of international delegates, exhibitors and visitors will grow as travel becomes easier, with increased flights and capacity and reduced red tape. People are feeling more confident about international travel. Scan Display will be visiting and exhibiting at EuroShop, the world’s leading retail trade fair, in Düsseldorf, Germany at the end of February. The last show took place in February 2020, where we first heard talk among visitors at the show of a strange virus in China. Little did we know what awaited us! The show is back, and its 2023 edition promises to be everything it was back in 2020.

Price increases

The price increases across the globe will result in increases in our input costs. Some of our componentry is petroleumbased and thus will be more expensive. Our teams travel regularly to and from site and also to out-of-town projects, and our transport costs will be impacted by rising fuel costs. We will have to increase our prices, at a time when our clients’ budgets are already strained. Therefore, it will be important for us to offer clients the best value possible.

South Africa

As we are all aware, South Africa is facing many challenges with the current load shedding and other infrastructure problems. Despite all these problems, our business events industry still has strong leadership and delivers a worldclass product. Our venues are up there with the best in the world, and their management is very competent at navigating our infrastructure problems.

I believe that events will still come to South Africa despite the challenges. We are leaders in Africa in this sector and, even though at times we feel negative about our country and our sector’s ability to deliver, we are still capable of providing world-class events.

The year ahead

The tight deadlines and lack of skilled staff will continue to put pressure on our industry. We are still reeling from some very tough years. We continue to face financial pressure as we fight our way back. But the current demand for events is promising. We are not quite out of the woods, but we have come this far, and 2023 is looking positive.

Who is Justin Hawes ?

Justin Hawes has been managing director of the South African exhibition and events company, Scan Display since its formation in 1996. He founded the Event Greening Forum, a non-profit organisation aimed at promoting sustainability in the South African events industry and is currently its treasurer. Mr Hawes is the first African to be represented on the International Federation of Exhibition & Event Services’ (IFES) board. He was treasurer from 2013-2016, vice president from 2017-2020, and president for 2021/2022.