The Future Role of Events in the Communication Mix of Organisations

ITB Keynote: Business Travel & MICE

What is the role of events in the communication mix of organisations in the future? Which type of new skill will be needed? What criteria can be used to measure the success of events?

The COVID-19 pandemic has rapidly changed the world of events. While private as well as professional events where a given not long ago, attending an event in person in the future will depend among other things on a very clear added value compared to purely virtual participation. It was precisely this question – the role of events – that the FMS innovation network addressed in its third research phase.

In addition to the future role of events, the research partners analysed a further three related topics: Firstly, how to measure the success of events, which can be based both on key business figures and qualitative criteria; secondly, the changing skills profiles of event professionals, and thirdly new requirements for locations, DMOs, agencies and other service providers who want to position themselves successfully in the market in the future.

This presentation not only answers the most current research questions of the just ended 2019/2020 phase. It also gives an overview of the results of the research since 2015, including different future sessions scenarios of event types, attendee types and the description of success factors of events.

With:
Speaker: Matthias Schultze, GCB, General Manager

#Keynote #MICE Track #MICE #Data #Future #EventManagement #InGerman #Convention