“ Training , development and product demonstration at scale across the globe , instantaneously . This involves bringing together people that couldn ’ t be there in a meaningful way .”

Vanessa Lovatt , chief evangelist at Glisser , doesn ’ t believe that this is far away . “ There is so much technology out already that is a step towards the metaverse which is within reaching distance .”

However , the panel agreed that in order to avoid this becoming a gimmick , there must be a focus on the metaverse producing solutions to event-focused problems . “ The use of the metaverse must be event-goal driven ,” said Lovatt . “ Ask yourself why are you doing this event in the first place ? Therefore , understanding what tools and tech will help you achieve

these goals . Don ’ t be pressurised into using the metaverse if it ’ s not ultimately going to help you achieve event goals .”

The bigger picture Research , investment and leadership were all noted as critical factors to the successful and effective implementation of the metaverse throughout the MICE industry .

Panellists believed it to be vital that these factors were seen from an organisation wide perspective , and not left solely for event departments to decipher .

“ Event organisers must take a look at the available information , have conversations with the experts and then communicate that complexity upwards ,” stated Carter . “ It ’ s really

“ I don ’ t want to go to an event where I have to be a sorcerer .”

Karen Carter , director of enterprise marketing at Cvent in Europe

going to take a lot of thinking on the part of leadership as to whether or not it ’ s the right business direction or not .”

Central to this planning is setting aside budgets for the necessary research to take place . “ You need to conduct real research , not just make decisions off gut feelings ,” Gill said . “ Survey your audiences and do studies into the validity of these propositions . If you don ’ t have data to back up your investment , you ’ re going to be in serious trouble .”

It is still unclear how entangled the metaverse will become in our everyday lives . However , the panel indicates that organisations must start planning and developing strategies that will identify how the metaverse can provide tangible solutions for event organisers now and in the future .