Interview: Marta Gomes, Deputy Commercial Director of Viparis, President of the ICCA

How did 2022 end, and how is 2023 shaping up?

Marta Gomes - There has been a very strong upturn in the number of face-to-face events, and performances have exceeded expectations. Attendance figures are also good. The year 2023 seems to be off to a good start on a number of counts, but we remain cautious with the economic outlook slowed by inflation, which may have an effect on business events or trade fair participation, due to rising prices. It remains difficult to have concrete visibility for 2023. In terms of our calendars and bookings for recurring and international events, it will be a good year. It remains to be seen what will happen in the shorter term with corporate events. Demand at Viparis has been good so far, and even higher than in the pre-Covid period. It remains to be seen whether this will continue in 2023, given inflation and even a possible recession on the horizon. So we're optimistic in the sense that we've been through a very severe crisis and that, despite that, events have come back, and that the event medium remains in demand and important for brands and companies. Being present at events, in terms of networking and return on investment, remains irreplaceable. And any fears we might have had that the digital could take the lead did not happen in 2022. In 2023, the sector will also benefit from the reopening of Asia, with Asian participants and exhibitors.

What is your roadmap as the new President of the CICA?

Marta Gomes - I've already started to work on the association's internal and external priorities. Internally, we've been through a complicated period with Covid, and our members are in the process of rebuilding their business. Some areas are still in the process of reopening, particularly in Asia. Regional differences persist. At the start of 2023, we are therefore going to launch a survey of our members to get a clearer picture of their priorities, to understand what has changed with the crisis, and to better define how we should approach the years ahead. We are also implementing the association's digital transformation, with a new website and a new CRM in early 2023, and tools to enable members to connect with each other via an online exchange platform. We are also going to improve our international database.

And externally?

Marta Gomes - In terms of global trends for events and congresses, our priority is the sustainable development. ICCA is very involved with the Joint Meetings Industry Council. We presented our roadmap Net Zero Carbon Events at COP 27 in Sharm el-Sheikh, with a target of net zero events by 2050. The year 2023 will be largely devoted to working groups to get down to the nitty-gritty and make progress on these priorities, with intermediate targets of 50% reduction by 2030. There is also the recruiting and retaining talent. We can rely on the Future Leaders CouncilThis is a kind of youth board of directors, which will be entering its second edition in May, and with which the ICCA board regularly interacts. There is also the ICCASkillsIt was built during the crisis with contributions from world experts in the congress sector, and with the help of the leading event management universities. The year 2023 will see the opening of training centres on every continent.

Has the crisis led to changes in the training of tomorrow's professionals?

Marta Gomes - We need to be able to communicate the value of the event, the return on investment of participation and travel, and the impact on scientific and societal levels, while of course measuring the carbon impact.

Having replaced the all-presence format during the crisis, is the hybrid format doomed to disappear?

Marta Gomes - In the world of conferences, especially scientific conferences, hybridisation is still with us and will not disappear. In the sense that we've created an interest and a need for people who can't get around. But also, and above all, to have a community engagement tool throughout the year. Today, it's not a question of broadcasting all the content and expecting the audience to stay in front of the computer for four or five days. That's not realistic. Streaming will be limited to a few key sessions, with access to a replay throughout the year. It's all about maintaining a link with the community over the long term. As far as I'm concerned, hybridisation won't disappear.

Has this experience changed the business model?

Marta Gomes - The business model could still evolve in terms of capturing content, or providing access 365 days a year via subscription, for example. We're not there yet, but I think it will probably happen in the future. But the business model of the conference itself, the face-to-face format, has not really changed. What is changing a little is a stronger focus on the visitor experience to offer something more engaging, more participative, for a more memorable experience. This is a subject that should be at the heart of our priorities for the future.

Has the way in which convention centres are designed changed?

Marta Gomes - Not really. Flexibility has always been a major asset. The most successful convention centres, with the highest occupancy rates, are those that offer a variety of spaces, room sizes, flexibility to change formats between small workshops, large plenary sessions and well-connected exhibition areas that are a bit of a must. I don't think this has changed fundamentally.

Is the resurgence of conferences and events compatible with environmental imperatives?

Marta Gomes - We all have a job to do to reduce our carbon footprint as much as possible. The delegates expect concrete measures to be taken during the event. We are under a lot of scrutiny. Most convention centres, like Viparis, did not wait for the health crisis to tackle the issue. So it's been a priority for us for a long time, but the trend is accelerating, particularly under the impetus of organisers. Our clients want to organise eco-responsible events and measure their impact, as they themselves are under pressure from their exhibitors and visitors.