When will business events pick up again? What are the most dynamic sectors in these circumstances? Is France still as attractive a destination as ever? A study carried out by Atout France and EY among agencies, congress organising associations and major companies in Germany, the UK and Belgium, shows that France's attractiveness as a destination for business events is still high. the events sector hard hitbut not totally sunk by the pandemic.
Without measuring the consequences of recent reconfinement - The survey was carried out at the end of the summer, but will be repeated in the first and second halves of 2021. the impact of covid-19 on the MICE sector in France. While professionals have been hit by a spate of cancellations - 54 % of events scheduled for the spring and summer have disappeared from the calendars - , 20 % of events were only postponed and 5 % were even maintained. At the same time, the nature of 21 %s was changed, confirming the growing trend towards hybrid eventshalf face-to-face and half virtual. " The measures restricting the sector's activity have prompted its players to adapt and reinvent their offerings, but the lack of medium- and long-term visibility leaves the entire industry uncertain about the future." stresses the study.
There are also differing views on the prospects for recovery. While the sectors least affected by the crisis - pharmaceuticals, technology and consumer goods - are the first to want to reorganise trade events, large companies are not planning to do so. no real recovery before the second half of 2021For seminars and trade fairs, the outlook is even more optimistic. On the other hand, associations and organising agencies are slightly more optimistic, with a rebound expected in the first quarter of 2021, particularly for seminars, product launches and team building.
Other trends emerge from this study, in addition to the growing role of digital technology, with greater importance being attached to compliance with safe health protocols, as well as to the environmental footprint. While organisers will be giving priority to the following for their events less rural or even outdoor locationsthe proximity law should also come into its own. " In fact, the recovery will clearly take place in concentric circles, primarily on local and national events, but France's neighbours could in a few months' time once again become solid customers ready to place their trust in France as a destination." concludes the study.
