TWICE: A full year into the pandemic, the $2.5 trillion tradeshow and events industry has added to the damaging ripple effect across the airline, hotel, entertainment, restaurant and B2B marketing industries. More questions remain than answers on what the return to live events will look like — or when it will happen.
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I do think that the future of conventions and tradeshows will be some sort of hybrid of in person and online. In person tradeshows and conventions will never go away because of all the networking opportunities you have during the trade show. It is possible for you to meet people through booths, random workshops, or even drinking at the bar in the evening. These connections you can create could get you jobs in your specific trade. However, not everyone can afford to take a week off from their job, fly or drive to the convention center, and get a hotel for a week. That is a price that many people would have a hard time paying. That is why I think some conventions will offer an online element where some workshops will be done both in person and through Zoom and a lot of the keynote speeches and whatnot will be recorded for online attendees to watch. Even though you are not making connections, there would still be lots to learn from workshops and other various events and the convention.
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