The Future of Events: The Power of Personal Connection in a Digital Era

Author: Leonie Trogus, Sales & Marketing Coordinator at Congrex Switzerland (IAPCO member) / Article courtesy of IAPCO 

Not long ago, the world was convinced that the future of events would be dominated by virtual and hybrid formats. The allure of online networking and the promise of digital exhibition booths were considered the ultimate formats that everyone wanted to see.

Over time, however, it became apparent that this vision did not quite convince participants and sponsors, especially in areas such as medicine. The dream of seamless online networking has proven less successful than expected, and digital exhibition booths have not lived up to expectations.

Nevertheless, amidst this evolving landscape, one important insight has emerged: the true potential of an event lies in the skilful blending of digital technology with the irreplaceable element of face-to-face interaction. The future of events lies in using digital technologies as a tool to strengthen personal exchange and thus create a fulfilling and enriching experience for all participants.
 

Hybrid Technology: Boundless Reach and Personal Connection

A key benefit of the hybrid conference is the ability to connect with extraordinary speakers from around the world − without the limitations of travel costs and schedules. Virtual platforms off er the chance to access expertise and knowledge from all over the globe. Experts can deliver their presentations online and interact with an international audience, taking the quality and diversity of conference content to a new level.
 

Personal Exchange: The Heartbeat of Events

Digital technologies are undoubtedly a valuable tool, giving us access to knowledge from all over the world. But technology cannot replace the human element that connects us. The power of personal exchange is and remains indispensable – it is the heartbeat that brings events to life. So, ideally, the majority of speakers should be on-site, where the magic of personal connection happens. The interaction during physical meetings leads to spontaneous encounters, inspiring discussions and valuable networking opportunities. In an increasingly connected world, the personal touch is still particularly important, especially in a fi eld that can involve sensitive information and complex discussions.
 

Looking Ahead: Virtual Reality and the Expanding Metaverse

To make hybrid events effective, the format must evolve. One promising development is the integration of Virtual Reality (VR) into booths and sessions, which could become a true game-changer for hybrid meetings. Remote attendees can be immersed in an experience that feels almost as real as being physically present. Imagine being able to attend a conference as if you were there without leaving your home. That would be a breakthrough experience that would be accessible to everyone, regardless of their location.

Moreover, the rapid emergence and ever-increasing accessibility of the metaverse will exponentially expand the scope of hybrid events. Endless opportunities for innovative and interactive content are on the horizon, shaping the conference landscape and offering participants a new world of collaboration and creative exchange.

But even with advances in technology and the advent of the metaverse, face-to-face exchanges will remain the cornerstone of a successful conference. The human element cannot be replicated by technology alone. Real connections, spontaneous meetings and the opportunity to meet experts face-to-face will continue to be the driving force for meaningful collaboration and professional growth. We are facing exciting changes in the events world and it is important to understand and embrace these new developments while preserving the fundamental human elements that make events so special.

Tips to Ensure an Outstanding Experience for All Participants:

1. Embrace hybrid technology: integrate virtual platforms To connect with the best speakers from around the world and increase the variety and quality of conference content.
    
2. Invest in virtual reality experiences: create immersive virtual booths and sessions that provide attendees with engaging and interactive experiences.
    
3. Increase face-to-face interaction: favour on-site speakers to encourage stimulating discussions and valuable networking opportunities, especially in sensitive areas such as medicine.
    
4. Analyse data and feedback: analysing performance data and feedback can help make continuous improvements to enhance the success of future events.
    
5. Explore the metaverse: stay at the forefront of emerging technologies to expand event capabilities and meet the evolving needs of attendees.

Conclusion: A Harmonious Symbiosis for the Future of Events

In conclusion, the world may have once believed that digital and hybrid events would be the dominant format. The truth, however, is that the power of face-toface exchanges and connections remains undeniable, especially in the medical fi eld. While hybrid conferences off er exciting opportunities to connect with experts, the true potential lies in combining the best of both worlds – harnessing digital exchanges and VR experiences while maintaining the magic of face-to-face encounters.

As technology evolves and the metaverse becomes more widespread, we can expect to see signifi cant changes in the events landscape. This brave new world will off er endless opportunities for innovative and interactive content, shaping the conference environment in ways we can only begin to imagine. But amidst these technological leaps, one fundamental truth remains unchanged: the essence of human connection, with its spontaneity, authenticity and ability to inspire, will forever be the heartbeat of a successful conference.
 

IAPCO is a global not-for-profit membership organisation whose mission is to raise the standards of service amongst its members and other sectors of the meetings and events industry by means of continuing education, interaction with other professionals and research. IAPCO today represents 138 accredited businesses of professional congress organisers in 40 countries. IAPCO membership is achieved through the demonstration of a continual high level of service delivery and is retained through annual quality checks and reviews by the IAPCO Quality Committee.