UFI's Kai Hattendorf and Monica Lee-Müller discussed industry findings at UFI Connects, together with AIPC and ICCA. Photo Credit: UFI
The events industry is set to bounce back this year, with delegates
keen to meet face-to-face once again, but the industry is facing a
staffing crisis that could impact the quality of events.
These findings were highlighted during the UFI Connects session
hosted on 16 February, where UFI, AIPC and ICCA discussed the event
industry’s path to recovery and highlighted what to expect for "2022
normal".
Kai Hattendorf, CEO at UFI, the Global Association of the Exhibition
Industry, said the industry is getting back to business, with expected
levels of exhibitions to be around 71% of figures seen in 2019,
pre-pandemic.
Hattendorf highlighted how the pandemic had helped shift perceptions
of the event industry, to the point that it is now seen as an important
contributor to the economy.
He said, “The fact that we are able to break through to policymakers
and have them understand that business events are not a subsection of
tourism, but important in their own right, is a big game-changer.”
Sven Bossu, chief executive officer at AIPC, the International
Association of Convention Centres, echoed these sentiments. “We are
seeing some countries like China and Japan with continued restrictions,
but that will change at a given moment,” he said. “The value of our
industry is not only understood by organisers and participants, but also
by local authorities and governments.”
Attendees at the session had the chance to participate in three
polls, to highlight what issues they felt will stay the same, what will
change and which areas remain uncertain.
Hybrid meetings, enhanced safety measures, reduced attendance and
flexible working are expected to remain in place. Talent emerged as one
area that is experiencing change, alongside a greater focus on strategic
partnerships, digital integration with live events and an emphasis on
enhanced content.
There was uncertainty over the ability to attract and retain staff,
alongside expected concerns over potential new Covid-19 variants. Monica
Lee-Müller, UFI president for 2021/2022 and managing director of Hong
Kong Convention and Exhibition Centre (Management) Limited (HML) said
the industry has to make efforts to build its own narrative and attract
talent.
“Many younger people have left and switched to careers in digital
marketing or the medical field,” she said. “They had been patient during
the pandemic but understandably were fed up of waiting for the return
of events.
"We may very well have staffing gaps as events return and have
difficulties dealing with demand. Even though strict restrictions remain
in place [in Hong Kong], we are hiring and carrying out training,
because it takes time and knowledge to deliver quality events.”
Lee-Müller said collaboration was key to help the industry recover and share best practices.