Businesses Are Eager For the Return of In-Person Events, Says Global Study

August 6, 2020

Feeling disheartened about the delayed return of face-to-face events? Findings of a new extensive global study focused on the recovery of the trade show industry should help spread some positive vibes about the value of shows when they do return. Conducted in July by live events research specialists Explori in partnership with UFI and SISO, the Global Recovery Insights study demonstrates the incredible value of face-to-face events by how strongly their absence has impacted the global business community.

Released on Aug. 3, the study comprises more than 9,000 survey responses from exhibiting companies and trade show attendees from 30 countries. The interim findings demonstrate that the cancellation of B2B events is having a strong negative impact on the companies that rely upon them.

“With trade shows running safely in more markets around the world, we are starting to feel more positive as an industry,” said Kai Hattendorf, CEO of UFI. “These results support that optimism, showing that the businesses who participate in our shows are missing the value that face-to-face brings and trade shows play a key role in driving economic recovery.”

For example, two-thirds of exhibiting companies surveyed reported that trade show cancellations have had a notable, detrimental impact on their businesses that have reduced their ability to build brand awareness with their target markets. Half of these businesses expressed this impact as being “very large,” according to the study. In addition, 50 percent of companies stated that the absence of live events was negatively affecting their ability to generate new business. 

Of those who attend B2B events, 90 percent said they had been negatively impacted by not being able to attend in-person shows, while nine out of 10 stated that alternative solutions such as virtual events were not as effective as live events in meeting their professional needs.

“When we embarked on this project, most markets were in lockdown and the outlook for the industry was uncertain,” said Sophie Holt, global strategy director for Explori. “Some commentators felt that a shift away from live to virtual events would be a long-term outcome of the pandemic. However, these results suggest that whilst virtual events have an important role to play, especially in bringing events to new audiences, our customers are eager for the return of in-person events.”

Holt added that Explori and UFI will be conducting a further phase of research in the near future to further understand global event attendee and exhibitor sentiments as more markets open for business.

Further study results will be released in the coming weeks via the UFI Connects webinar series, with the full report to be available by mid-September. To request a copy of the full report, go here.

 

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Partner Voices
Dallas already boasts 35,000 hotel rooms, award-winning global cuisine, and a walkable downtown. But we are just getting started. Visit Dallas is thrilled to announce that the city of Dallas is doubling down with a massive new convention center and entertainment district. Featuring 800,000 square feet of exhibit area, 260,000 square feet of meeting rooms, and 170,000 square feet of ballroom. The center will connect business travelers with dining and shopping options in the popular Cedars District means more places to get down to business, and even more ways to unwind. “Dallas is already a great meetings and conventions destination, with the accessibility of two major airports, affordable labor, and an outstanding hotel product,” said D. Bradley Kent, Visit Dallas senior vice president and chief sales officer. “The new center and Convention Center District will enhance Dallas’ competitive position and are exactly what our customers’ need and have been asking for." What’s New – AT&T Discovery District Located in the heart of Downtown Dallas, this new district on the AT&T corporate campus is tailor-made for groups of all sizes. It boasts a multi-sensory experience, including outdoor event space, the AT&T Theater, and multiple dining outlets including JAXON Beer Garden and The Exchange, a bustling food hall. Hotels Coming Soon Names like the JW Marriott (Downtown), lnterContinental Dallas (Uptown), and Hotel Swexan (Uptown) are adding luxury amenities and bountiful event spaces. The projects will debut in 2023 and beyond. JW Marriott This new, 15-story, 283-room hotel will open in the heart of the city’s downtown Arts District this year. The property features a 25,000-square-foot grand ballroom, as well as a spa, restaurant, lobby bar, fitness center, and a rooftop pool deck and bar. InterContinental Dallas  Located in Cityplace Tower in Uptown, InterContinental Dallas will feature sweeping panoramic views of the Dallas skyline. Guests will enjoy spacious, high-end rooms and amenities, including more than 21,000 square feet of event space.   Hotel Swexan Hotel Swexan, a new, 22-story luxury property, is rising in Uptown’s Harwood District and will make its mark on the Dallas skyline. Opening this year, it is a sculptural building with cantilevered upper floors, as well as a 75-foot rooftop infinity-edge swimming pool and a hidden underground lounge.