5 trends shaping the events industry in 2021

Fecha 29-05-21

During 2020, the events industry was one of the sectors most affected by the COVID-19 pandemic. For months, in-person gatherings were completely halted, and by the end of the year, only a few convention centers were able to host small events under strict biosecurity certifications and protocols. However, this period of uncertainty pushed many professionals in the industry to find new ways to strengthen their activities.

Experts have noted that the past year accelerated transformations that were already on the horizon for the events industry, but which, due to the global contingency, took a leading role in the MICE sector. Based on these developments, we can identify five key trends:

1. The future is hybrid:
Technology became the main ally for maintaining networking and connection through virtual meetings — and 2021 continued to strengthen this reality. According to Bizzabo’s “Evolution of Events” Report, 97% of professionals surveyed believe that we will see more hybrid events than ever before.

2. Events with restricted alcohol consumption:
MICE Latam highlighted in its article “2021: Trends in the Events Sector” that this will be a key consideration for organizers. On one hand, many organizations are seeking to optimize resources — with more than 65% of respondents in the Evolution of Events Report stating that their event budgets will likely decrease in 2021. On the other hand, it is recognized that alcohol consumption can hinder compliance with biosecurity protocols, which remain essential for safe in-person events.

3. The rise of technology platforms:
Alongside the hybrid reality comes an increased investment in technology by convention centers and event organizers. The year 2020 revealed the difference between a simple webinar and a comprehensive virtual event platform. Clients are now looking for digital environments that replicate full event experiences — with multiple rooms, networking areas, sponsorship spaces, schedules, and more.

4. Reduced capacities:
Biosecurity protocols continue to shape the industry. According to the study “Projecting the Transmission Dynamics of SARS-CoV-2 Through the Postpandemic Period” published in Science, social distancing measures are projected to remain in place until mid-2022. Therefore, large-format events will only be feasible in venues capable of adapting their capacities to maintain proper distancing.

5. Sustainable events:
Euromonitor International Servicios al usuario Reported in “Top 10 Global Consumer Trends 2021” that the pandemic left consumers far more attentive to the social and environmental actions of companies. More than 70% of consumers say they are now more concerned about brand sustainability. As a result, events that implement sustainable practices will be better received by audiences shaping the future of industries worldwide.

After a 2020 that completely transformed how events are held, we are certain that 2021 was no exception — and we will continue to see resilient ways of connecting people with knowledge, culture, and entertainment. These five trends will shape much of our industry’s evolution, but constant innovation will remain key to facing new realities.

At Ágora Bogotá, we work to provide our clients with comprehensive support — from planning and execution to results measurement — ensuring memorable, productive, and biosecure events for everyone.

Discover more about our virtual and hybrid options here.

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