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What are the priorities for 2021 ? What must organisers now do if they are to survive the next 12 months ? As we approach the end of the year , it becomes increasingly clear that 2021 will look much more like this one – or at least more than we had previously hoped it would .
The disruptive and everlasting consequences of the pandemic on the exhibitions market will continue to accelerate the focus of organisers towards greater digital integration . An important priority for organisers across all markets will therefore be to further invest in digital solutions – a course of action many had initiated with the first wave of Covid cases ( or even before it all started for the most progressive among them ). Already in Q2-Q3 2020 , restrictions on mass gatherings promoted digital channels as the sole means for organisers to provide a platform for their customers to interact , to serve their communities and to support their brand value . As a result , 2020 has seen a surge in digital experimentation ( e . g . hybridisation , online matchmaking , webinars , virtual sponsorship ), with major examples including Gamescom in Germany , Festival of Licensing in the UK , and the Canton Fair in China .
When the world eventually reopens and physical events return , AMR anticipates that the acceleration of digital adoption and increased revenue associated with organisers ’ expected new digital propositions will continue . 2021 will certainly not be a deviation from that trajectory .
Looking ahead a bit further , to 2022 , we expect the market globally will recover to 78 % of its 2019 size . Recovery rates will vary by country and will depend on many factors , such as the vitality of the underlying economy and international participation at events .
China is expected to rebound most positively , reaching 86 % of its relative 2019 size . This is primarily due to the low international exposure of its events ( c . 90 % of exhibition space is
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taken by domestic exhibitors ) and the relative resilience of the underlying served end-sectors .
Brazil also has favourable geographic and sector exposure , but recovery is likely to be frustrated by a sluggish underlying GDP .
In other markets , AMR anticipates a stronger recovery as negative conditions in one area are offset by positive conditions elsewhere . For example , the drawback of Germany ’ s high dependence on international participants is expected to be offset by moderate exposure to ‘ weaker ’ sectors , the strength of the underlying economy , and the fact that 2022 will benefit from ‘ even year ’ favourable market conditions due to the market ’ s biennial characteristics .
Conversely , those markets that report a high level of international participants and a strong sector exposure are among those with the slowest recovery relative to their 2019 size . For example , the Gulf Cooperation Council countries serve a large international catchment area and has moderate to poor sector resilience . As a result , the GCC is forecast to grow back to 58 % of its 2019 size by 2022 .
In five years ’ time how do you think the exhibitions market will have evolved ? We believe Covid will have a lasting impact in instigating a bifurcation of the exhibition industry between those organisers that remain mainly focused on episodic physical events and those that become 365 value creators . In association with the latter category , AMR – in collaboration with some of the industry ’ s major players – is developing a new vision for organisers .
Finally , these disruptive times can also be the opportunity for re-evaluating the place and role of exhibitions ( and of their organisers ) in the broader context of society . Major societal topics such as sustainability , ESG or diversity are likely to take on a new urgency as a new generation of leaders matures .
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Denzil Rankine ( pictured above ), executive chairman , AMR International , previews , right , his co-authored new book on the future of events |
For more information about Globex 2020 visit : amr international . com / globex2020 |
The time is now : reinventing live The last thing I expected in 2020 was to write a book about events . But it became the obvious thing to do after talking with my friend , entrepreneur and investor , Marco Giberti .
With his event tech background and my strategy experience , we share strong views on how events already needed to change . So , we took the plunge and together wrote : Reinventing Live : The Always- On Future of Events .
Everyone is being forced to examine their business models and make radical and painful changes .
We show a path forward , introducing a new world where the role of event organisers remains pivotal , but is fundamentally changed . No longer can they be pure organisers ; they need to be community catalysts facilitating business , connections , education and advocacy .
Events will no longer be a series of one-off experiences . Rather , events will be integral to building communities and customer relationships throughout the year , with the use of technology and event technology at their core .
The book is for everyone interested in the future of the events industry . It is full of case studies based on dozens of interviews with senior executives , entrepreneurs and investors and is available via Amazon and Anthem Press : anthempress . com / reinventinglive-hb
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