The end of pointless, insipid events
What impact has the health crisis had on the business tourism market?
Lionel Malard - There's no getting away from the fact that you need a good reason to get together! Regardless of their format or capacity, only highly strategic events with strong content will continue to exist. Participants will have an extraordinary experience. If the event does not create good for itself, for its community and for the world, it will disappear. This is the end of pointless, insipid events, but the future of those that are meaningful, creative and inspiring...
The end of pointless, insipid events
What impact has the health crisis had on the business tourism market?
Lionel Malard - There's no getting away from the fact that you need a good reason to get together! Regardless of their format or capacity, only highly strategic events with strong content will continue to exist. Participants will have an extraordinary experience. If the event does not create something good for itself, for its community and for the world, it will disappear. It's the end of pointless, insipid events, but the future of those that are meaningful, creative and make people want to get out and about.
Is this a sign of the digital age?
L.M. - As long as digital is simply a copy and paste of real models, it is disappointing. We need to reinventing eventsand be inventive! A physical event appeals to all five of our senses. But with digital technology, it's impossible to recapture these emotions. We need to humanise and 'event' digital. Similarly, I remain sceptical about the digital hybridThis is because the spectator's attention span is not as high as it would be in a face-to-face setting. On the other hand, I believe in the dual live/digital capability, i.e. a 50 % event live and the rest streamed to small groups located in several spaces, with the physical meeting reserved for the transmission of strategic messages.
Do destinations also need to reinvent themselves?
L. M. - Alongside the major international hubs, greener challenger destinations are emerging that have both a story to tell and an interesting economic fabric. Success stories based on what makes them different are their assets. This is the case of Troyes, which has a good offer, particularly in terms of culture, with a slow tourism positioning and an innovative economic reality based around the fabric sector. Regions and towns with specific characteristics, if they structure themselves well and work on their offer, have every chance of emerging on the MICE market. Events will have to be more focused. Rediscovering meaning, conviviality and responsibility are now the pillars of meetings. The long-term future of the events sector depends on inventiveness!
