AMEX 2021 Global Meetings and Events Forecast
Necessity Drives the Move to Virtual
After the initial shock of global shutdowns, and the ensuing wave of postponements and cancellations, the meetings and events industry appears to be adjusting. Once it became clear that the disruption was going to last longer than originally expected, meetings professionals around the world transitioned to the world of virtual alternatives. There is still a demand for travel, but the lack of consistency in government travel policies,...
Recent months have shown that societies, economies, and individuals suffer when travel is restricted. For example, according to data from EVCOM/BVEP, in the UK alone, the events industry is worth £70 billion and accounts for 50% of spend in the visitor economy. Virtual meetings can't deliver that value to economies.
However, engaging with employees and customers remains a critical driver for businesses, and meetings and events are crucial for that to continue, even during periods of disruption. It should not be a question of "if" a meeting is going to happen, it's "how." Planning meetings that meet safety requirements and are effective, whether virtual, hybrid, or in-person, remains the goal of meetings professionals.
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