Increased event attendance means organisers are eager to cash in on the boom, but attendee burnout can be a real problem. Photo Credit: Adobe Stock/sibway
With no shortage of events and conferences taking place in person and virtually,
attendees have access to a greater number of events than ever before.
MICE planners, meanwhile, continue to hold expectations of either
maintaining or boosting their attendee numbers.
Amid such a backdrop, how then can MICE planners keep up attendance as well as engagement?
“The real issue isn’t just the number of events, but the need to
ensure each one is genuinely valuable to its audience,” says Lorela
Chia, founder and managing director of Kuala Lumpur-based GR8 Dreams.
It’s crucial for organisers to rethink traditional formats and bring fresh, relevant content that speaks directly to the needs and interests of today's delegates.
Lorela Chia, founder and managing director of Kuala Lumpur-based GR8 Dreams.
“It’s crucial for organisers to rethink traditional formats and bring
fresh, relevant content that speaks directly to the needs and interests
of today's delegates. By making each event meaningful, we not only
enhance the experience for attendees but also justify the event's place
in an overcrowded calendar.”
Natalie Crampton, director of Dubai-based communication agency TEC,
says there are many events that seem “thrown together” without strategic
thinking, leading to such a crowded marketplace.
“Content is key here; people will come to your events if you have the
right content and speakers that they can learn from,” she says. “You
also need to curate your guest list carefully so you have the right
calibre of guests in attendance, then networking becomes a benefit and
an attraction.”
You also need to curate your guest list carefully so you have the right calibre of guests in attendance, then networking becomes a benefit and an attraction.
Natalie Crampton, director, TEC
However, Sanjay Seth, managing director, APAC at BCD Meetings and
Events says the APAC region hasn’t yet reached the event fatigue stage.
“Attendees today certainly do deliberate their decision on attending a
business event or meeting before they commit,” he says. “The event must
have a purpose, content relevancy and a true return in their investment
- both in terms of time and cost.”
This, he says, is where event owners and organisers alike need to
work harder to elevate the event premise and design the overall
experience to answer these demands.
A surge in business events can also put pressure on resources,
resulting in decreased service quality and fewer available venues. This
issue can then be compounded as more organisers jump into the scene,
often mimicking successful events without truly understanding the core
elements that deliver value. This lack of originality and depth can
dilute the overall quality of events.
The event must have a purpose, content relevancy and a true return in their investment - both in terms of time and cost.
Sanjay Seth, managing director, APAC, BCD Meetings and Events
Crampton says that an influx of events in the Middle East has
resulted in venues under more pressure, and whilst they try to keep up
the service levels, there are dips in peak periods.
“But we’re a collaborative industry and our partnerships between
agencies and venues very much have a ‘got your back’ tone and we help to
cover those busy periods and put on a united front for the client,” she
says.
Chia says such a situation offers a chance for event planners and venue providers to step up, not step back.
“We need to rethink our approach to managing and distributing
resources,” she says. “By incorporating technology and tailoring
services to better meet participant needs, we can improve efficiency and
engagement. It's about transforming challenges into opportunities to
enhance the event experience for everyone involved.”