PCMA
Could face-to-face meetings be even more important in the future?
A COLLISION OF UNLIKELY FORCES IS REDEFINING THE ROLE OF FACE-TO-FACE MEETINGS – ALTHOUGH, AT FIRST GLANCE, MANY ASSUMED THE OPPOSITE WOULD BE TRUE, SAYS PCMA CEO SHERRIF KARAMAT
D uring the Covid era, it
was widely believed that the power of in-person events was waning. Digital experiences surged, and many predicted they would permanently replace physical gatherings. The assumption was simple: younger, digitally native generations would naturally prefer virtual formats. Digital events themselves were not new – PCMA began staging them as early as 2010 with the acquisition of the Virtual Edge Institute, now the Digital Events Institute( DEI) – but the pandemic accelerated scale and adoption dramatically.
And yet, something unexpected happened. Face-to-face attendance rebounded and, in many cases, surpassed expectations. At PCMA’ s most recent Convening Leaders event in Philadelphia, attendance grew 12 % year over year, and similar growth patterns are emerging across meetings planned into 2026. The question is no longer whether face-to-face meetings will survive, but why they are growing in a world that is more digital than ever.
To understand this, we must consider the broader societal shifts that followed Covid.
The pandemic forced people apart – physically, socially, and professionally. Work, education, collaboration, and even casual social interactions moved behind screens. While technology enabled continuity, it could not replace human connection. Remote work
Sherrif Karamat
became normalised, often without fully understanding the long-term implications. While some productivity gains were real, research consistently shows that fully remote environments can weaken collaboration, trustbuilding, and organisational culture over time. Even the most sophisticated digital tools struggle to replicate the depth of connection created when people gather in person.
Erosion of trust Parallel to these changes was another destabilising force: the erosion of trust.
The rapid rise of generative artificial intelligence – while full of promise – further blurred the lines between
“ The question is no longer whether faceto-face meetings will survive, but why they are growing in a world that is more digital than ever” what is real and synthetic. Global trust studies now show widespread scepticism, with many individuals struggling to determine which sources of information – or people – they can rely on.
Compounding this is a workforce that is more diverse than ever: multigenerational, multi-cultural, and multi-perspective. Diversity brings enormous opportunity, but also greater complexity in building alignment, understanding, and shared purpose.
Post-Covid people recognised they had options in how they spend their time. Increasingly, individuals choose experiences that align with their values and goals.
Together, these forces have created a world where trust feels fragile, and where authentic human connection has become more valuable.
This is where face-to-face meetings take on an expanded and critical role.
Beyond networking, education, and commerce, in-person events create environments where trust can be built and rebuilt. Behavioural research shows that trust develops faster and more durably when people are physically present – able to read body language, engage in unscripted conversation, and share experiences in real time. Industry data reinforces this: attendees consistently report higher engagement, stronger learning outcomes, and deeper relationship-building at live events compared to virtual-only formats.
As artificial intelligence becomes more pervasive, this trust-building function will only grow in importance.
Not all events will succeed, of course. Those that clearly align with audience values, deliver meaningful outcomes, and justify the investment of time will thrive. Events that lack purpose or authenticity will lose importance.
Digital and hybrid formats will continue to play essential roles including expanding reach and engaging audiences who cannot attend in person. The future is not either / or; it is both, designed intentionally. n
ISSUE 142 / CONFERENCE & MEETINGS WORLD / 15