Business Events in Africa: Recovery on the Horizon
The last 18 months have proved to be some of the most challenging the business events industry across the world have faced — perhaps ever. Since the global pandemic, subsequent lockdowns and cautious reopening in 2021, Africa’s business events sector is more hopeful than it’s been for the recovery.
Although it may well be a long road ahead filled with even more challenges and a bright, new normal to look forward to in live events, the African continent has shown time and again that it is resilient, strong and willing to find innovative and creative solutions.
A Change in Event Sizes
According to trends explored at the SAACI Congress in May 2021, we will see an uptick in live events as South Africa and other African countries begin to roll out COVID-19 vaccinations this year, but the size of these events will drop significantly. No longer are PCOs planning for conferences in the thousands, but an average of 300 people is expected for in-person events, with virtual components to accommodate those who either cannot or are uncomfortable with travelling regionally or internationally. In fact, the South Africa National Convention Bureau has updated its bidding process to a limit of 300 pax per event, with additional changes in their funding support structure based on trends they have both researched and witnessed.
Positive Outlook for 2022
Despite the extensive downturn in live events that the hard lockdown of 2020 forced upon the industry, as well as the slow start to 2021, many locals and internationals are optimistic about their ability to bounce back. According to the latest data from UFI, the Global Association of the Exhibition Industry, “in all regions, a majority of companies expect both ‘local’ and ‘national’ exhibitions to open again by the end of June 2021 latest.” This is already visible in the exhibition dates we are seeing on Africa’s calendar, with a surge in events in the latter part of the year and in early 2022.
The annual UFI Global Exhibition Barometer surveyed 457 companies across 64 countries and found that 64% and 63% of respondents through that readiness of exhibiting partners and visitors, and the lifting of current travel restrictions will help the industry bounce back. This optimism is reflected in a global expectation of rebounding revenue, according to Skift.
Virtual Events are Here to Stay
Not surprisingly, virtual events and virtual elements of in-person events will continue to be part of the business events sector. Although COVID confirmed the value and necessity of face-to-face events, many companies still anticipate fewer international physical events with fewer participants overall, while up to 82% of UFI’s study respondents perceive “a push towards hybrid events, more digital elements at events.”
Even ICCA’s Rankings will change their annual stats to include the changes in the industry. Look out for this report covering data on virtual, hybrid, relocated and postponed events across Africa and the rest of the world.
Looking to the Future
With uncertainty still running rampant thanks to a ‘third wave’ expected in the southern hemisphere, many events and businesses serving the sector have taken stock and rebranded or diversified their offerings to reach a wider — and naturally more digitally-focused — audience. Examples of these are Reed Exhibitions who have announced a rebrand and have postponed or cancelled several events on their calendar this year. Many have also been turning their eye toward making their businesses more sustainable in the long term, with ICCA even partnering with GDS to develop sustainability training for the association meetings sector.
Although the rollout of vaccinations will not be a cure-all for the problems we face as an industry, the bodies underpinning out sector are committed to supporting, advocating for, and creating safe environments for in-person events as soon as possible.
The Road to In-Person Events
With many governments sending out different messages, and with varying protocols in place from country to country, there is a need for the business events industry and its bodies to work together to ensure safe in-person events can be held despite the challenges we face post-pandemic. UFI CEO Kai Hattendorf offers the following broad steps for measuring the progress of the industry’s recovery:
- Prove that events can be run safely.
- Get the green light from authorities and get ‘testing over quarantine’ in place.
- Build back the confidence and trust of attendees.
- Rebuild confidence in a positive ROI for exhibitors.
This article first appeared in the Event Planner’s Guide to Africa 2021.
