EDITOR’S COMMENT

The time has come — make the move

The world has certainly changed. If we are able to learn anything from Covid-19, things have the ability to change in a heartbeat. However, what is reassuring is that no matter how circumstances may change, certain things will never alter completely.

For one, human beings are social creatures — we need physical interaction. This the reason why the business events industry will never cease to exist. Our sector brings people together, be it at a conference, an exhibition, a meeting, an event or an incentive. There is something magical in that.

Don’t get me wrong, the virtual platforms do serve a purpose… the way I see it, is that digital is a bridge to the physical world. Over the past eighteen months it certainly has given us an avenue to meet – and continue to meet – when the need arises. This is the reason why the hybrid model (physical attendance with a virtual offering) will definitely continue with us into the future.

However, in my opinion, a screen may never replace the human touch.

Today, I attended the first day of Africa’s Travel and Tourism Summit at the Sandton Convention Centre in Johannesburg. The excitement was palpable, I enjoyed seeing all the familiar ‘masked’ faces and reconnecting with industry members, some I hadn’t seen in person for over a year. This part of any business event cannot be recreated on any virtual platform.

The networking is the ‘je ne sais quoi’ which I missed the most. There is something about reconnecting with old colleagues and meeting new colleagues at these events. These connections are priceless — they are a connection that may never occur virtually. There is something most reassuring about chatting to someone face-to-face and ‘feeling’ their energy — be it through their smile, eye contact or just their body language, which may only occur in a physical environment.

The connections we make at these events, conferences, meetings, exhibitions and incentives set the foundation for a solid business relationship. These relationships may lead to new opportunities and, more importantly, long-lasting friendships. This type of collaboration is vital for anyone who would like to do business. The content at an event draws people in, but it is the networking which gives it that ‘special something’. Personally, the networking is the heartbeat of the industry, and therefore the sector will always have a place in society.

Today was the first time in a long time that I saw a glimmer of light in what has been a dark period of time for the business events sector. Being in a room with more than 150 people after a long period of time was a little daunting. To clarify, at no point did I feel unsafe. All Covid-19 protocols were strictly adhered to, namely social distancing, masks and sanitisers, which were placed and available throughout the Sandton Convention Centre. Initially, I was overwhelmed and then ’normality’ set in and I was then able to enjoy the energy in the room.

As the business events industry, we are required to lead the way, encouraging our clients to follow suit. Ultimately, this will only take place if we ourselves take the first step and begin attending face-to-face events. The time has come — make the move. What are you waiting for?

Irene

Email: gomesi@iafrica.com