{"id":99618,"date":"2020-09-30T09:30:46","date_gmt":"2020-09-30T07:30:46","guid":{"rendered":"https:\/\/www.voyages-d-affaires.com\/?p=99618"},"modified":"2025-02-14T15:07:14","modified_gmt":"2025-02-14T14:07:14","slug":"interview-nick-dugdale-moore-ufi","status":"publish","type":"post","link":"https:\/\/www.voyages-d-affaires.com\/en\/interview-nick-dugdale-moore-ufi","title":{"rendered":"Interview : Nick Dugdale-Moore, UFI"},"content":{"rendered":"<h3 class=\"wp-block-heading\" id=\"h-quel-est-l-etat-actuel-du-secteur-evenementiel\">What is the current state of the events sector?<\/h3>\n\n\n\n<p><strong>Nick Dugdale-Moore -&nbsp;<\/strong>This varies widely around the world. Our sector was one of the first to be affected: from March onwards, more or less every <a href=\"https:\/\/www.voyages-d-affaires.com\/en\/itb-salons-evenements-20200302.html\/\" target=\"_blank\" rel=\"noopener noreferrer\">commercial events have been suspended worldwide<\/a>It should also be noted that many exhibition and event venues around the world were called upon to play a role in supporting emergency efforts. It's also worth noting that many exhibition and event venues around the world were called upon to play a role in supporting emergency efforts, by transforming themselves into temporary hospital facilities and the like. From May onwards, we began to see a relaxation of regulations in some markets, and a gradual return to planned trade events. Most of the major markets in Asia and Europe (China, Germany, Italy, Japan) have resumed holding exhibitions and trade events in one form or another, and many other markets are planning to start in October and November. A notable exception is the UK, which has just announced that exhibitions and conferences will not be able to resume on the planned date of 1 October, and may not resume for another 6 months.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-voyez-vous-des-signes-de-reprise\">Do you see any signs of recovery?<\/h3>\n\n\n\n<p><strong>Nick Dugdale-Moore -<\/strong> The early signs are positive. We've seen that, while understandably nervous, companies are eager to return to trade shows to reconnect and rebuild their businesses in the wake of the crisis. Research conducted as part of our Global Recovery study using a global exhibitor and visitor dataset proves that exhibitions remain the most effective marketing channel for businesses on a number of levels, including generating leads, networking, ROI and more. One example of a successful trade show took place in September: the Caravan Salon in D\u00fcsseldorf attracted 107,000 B2B and B2C visitors over 10 days without incident, and was a productive and profitable event for its exhibitors. The sites in China are fully open again, and several trade fairs are taking place in quick succession. We are therefore convinced that every event that opens is further proof that the industry is ready to welcome you back.<\/p>\n\n\n\n<aside class=\"wp-block-varenne-link-block\"><p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/salons-professionnels-ufi-cci-20250214.html\/\" data-id=\"191815\">Trade shows: the findings of the UFI and CCI Ile-de-France barometers<\/a><\/p><\/aside>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-quand-prevoyez-vous-un-retour-a-la-normale-si-cela-peut-se-produire\">When do you anticipate a \"return to normal\", if ever?<\/h3>\n\n\n\n<p><strong>Nick Dugdale-Moore -&nbsp;<\/strong>The first step, of course, is to ensure that all markets have the 'green light' to open their doors again. This requires leadership from the highest levels of government and an understanding of the positive impact of exhibitions and trade events on local, regional and national economies. We are the 'fastest of the fast lanes' to economic recovery, enabling whole industries to restart by meeting face-to-face and reconnecting with their communities. Of course, safety is and will remain our primary concern - we are an industry that serves people, so their well-being comes first - but we already have the tools and knowledge to organise events in controlled conditions. L'<strong>Germany<\/strong>which has a deep knowledge of and attachment to this events sector, has classified it separately from other types of mass gatherings and, in September, classified participation in a trade show as a \"mass event\".\u00a0<strong>essential travel<\/strong>\u00a0\"Two very avant-garde approaches that are reassuring for our industry. Italy has done the same. This contrasts with the UK government, which on one day in September takes part in an industry recovery event, then the next day introduces new restrictive measures leading to the cancellation of the country's main boat show with just 24 hours' notice. We are therefore working with our member associations in various countries to help them lobby their governments more effectively. As well as getting the 'green light', of course, we need to convince our customers, both exhibitors and visitors, to come back. Understandably, there is a great deal of nervousness and uncertainty surrounding international travel. A \"local\" event, which attracts mainly participants from the same country, by road or rail, could very quickly return to something resembling normality, taking into account of course the C19 measures that the organiser must adopt.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-quid-des-exposants\">What about exhibitors?<\/h3>\n\n\n\n<p><strong>Nick Dugdale-Moore -&nbsp;<\/strong>The data is more positive. The UFI \/ Explori \"Global Recovery Study\", which involved 9,000 visitors and exhibitors, showed that 53% of exhibitors expect spending to return to normal within 12 months, and 28% immediately. So the demand is there, although it will come back slowly, perhaps in one or two show cycles. In the short term, our events are likely to be smaller, so the challenge is to offer value and quality. Again, early indications are positive, with many exhibitors at September's trade shows reporting that despite the lower visitor numbers, the quality was better, meaning that exhibitors were able to achieve even better results than in previous years.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-quel-regard-portez-vous-sur-le-phenomene-des-evenements-hybrides\">How do you view the phenomenon of hybrid events?<\/h3>\n\n\n\n<p><strong>Nick Dugdale-Moore -&nbsp;<\/strong>Last March, as the global crisis forced over 3 billion people to stay at home, we were all suddenly reduced to 'digital only' - working, meeting and doing business via Zoom or similar platforms. A lot of people in our industry were talking about the 'pivot to virtual' and speculating about how digital would replace live events and so on. And indeed, as restrictions extended into the summer, many exhibitions were forced to plan their events solely online. Travel restrictions and other limitations meant that most, if not all, of the major international exhibitions due to take place in Europe in 2020 were postponed or moved online, as these restrictions, combined with a lack of confidence, prevented exhibitors and visitors from securing a good show. Some have adopted the hybrid option where possible, meaning that a small face-to-face event can be enhanced and complemented by an online audience. Most, if not all, event organisers had a digital or online component prior to the pandemic, which they have now progressed. As far as event venues are concerned, the new reality means that in some places they are limited to using only 30 % of the available space, and so, of course, are also looking at other revenue opportunities. The venues, tools and services needed to deliver a hybrid event are therefore very popular at the moment.<\/p>\n\n\n\n<aside class=\"wp-block-varenne-link-block\"><p><a href=\"https:\/\/www.voyages-d-affaires.com\/en\/salons-professionnels-francais-international-20230627.html\/\" data-id=\"151263\">French trade shows decipher international expectations<\/a><\/p><\/aside>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><a href=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2020\/09\/montreal-studio-media.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"467\" src=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2020\/09\/montreal-studio-media.jpg\" alt=\"Montr\u00e9al\" class=\"wp-image-99644\" srcset=\"https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2020\/09\/montreal-studio-media.jpg 700w, https:\/\/www.voyages-d-affaires.com\/wp-content\/uploads\/2020\/09\/montreal-studio-media-300x200-derived.jpg 300w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><figcaption class=\"wp-element-caption\">Following the example of the Palais des Congr\u00e8s de Montr\u00e9al, event venues are investing in the organisation of hybrid events.<\/figcaption><\/figure><\/div>\n\n\n<h3 class=\"wp-block-heading\" id=\"h-que-peuvent-attendre-les-participants-de-l-experience-hybride-s-agit-il-seulement-de-diffuser-l-evenement-a-un-public-plus-large\">What can participants expect from the hybrid experience? Is it just a question of broadcasting the event to a wider audience?<\/h3>\n\n\n\n<p><strong>Nick Dugdale-Moore -&nbsp;<\/strong>The aim of all events is to bring communities together, whether face-to-face or screen-to-screen. So the first consideration is of course to widen the audience, to allow those who have not been able to attend in person to take part in the event. And to a certain extent, this has been a success and many major events have been successful. It seems relatively simple to reproduce a conference in the form of a hybrid event. We can, for example, imagine a panel session consisting of 3 people sitting on stage in front of an audience in a conference room, chatting with other panel members and a separate online audience. But - and this is a big 'but' - by doing this, we reproduce the content of the real space in the digital space. We haven't really established the dialogue between participants, the networking, the chance that ensures the success of an event. This shows the limits of these digital solutions. Imitating an online exhibition or fair is even more complex. In China, we have seen experiments with the format led by tech giants Tencent &amp; Alibaba, including the world's largest sourcing event: the Canton Fair. However, all types of event suffer from serious limitations in replicating the face-to-face experience online, particularly when it comes to networking and the human factor. <strong>The magic of the live experience is still missing<\/strong>in my opinion.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-quel-peut-etre-le-role-de-l-ufi-sur-ce-dossier\">What role can UFI play in this?<\/h3>\n\n\n\n<p>UFI is currently focusing on advocacy work to help governments and authorities understand that trade fairs and meeting places are an essential key for companies and economies to recover from this episode. We are not part of the COVID problem, we are part of the solution. Part of this work is based on our Global Framework for Reopening Trade Events, and a succession of case studies of successful trade shows. 70 % of UFI members are international trade show organisers, 30 % are exhibition venues. Our role is not to define what the sector should be doing, but we can try to measure it, talk about it and share best practice when we identify it. We have a Digital Innovation Committee made up of industry professionals who are following this issue, and we have published a number of research papers on the subject, which will no doubt be the focus of sessions at our events in the months and years to come.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-lors-des-grands-salons-les-participants-sont-souvent-frustres-par-la-mauvaise-connexion-internet-pensez-vous-que-le-developpement-de-la-5g-aura-un-impact-significatif-notamment-pour-cette-tendance-hybride\">At major trade fairs, participants are often frustrated by poor Internet connections. Do you think the development of 5G will have a significant impact, particularly on this hybrid trend?<\/h3>\n\n\n\n<p><strong>Nick Dugdale-Moore -&nbsp;<\/strong>WIFI connectivity at meeting venues has been a recurring topic for many years: it's a constant headache for event venues, who regularly have to upgrade their Wifi capacity to keep up with the increasing bandwidth demands of attendees. Certainly, 5G should significantly improve the bottlenecks from which many event participants have suffered. IFEMA in Madrid and Deutsche Messe in Hannover were two of the first 5G venues in Europe and the world, but they were closely followed by several others. Of course, not all venues will be in a position to roll out 5G soon, so attendees' 'bad' experience of slow WiFi could persist in some markets for some time.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-la-cybersecurite-et-le-respect-de-la-vie-privee-sont-ils-une-source-d-inquietude-pour-les-evenements-hybrides\">Are cybersecurity and privacy a concern for hybrid events?<\/h3>\n\n\n\n<p><strong>Nick Dugdale-Moore -<\/strong> I suppose we've all witnessed a Zoom call being hacked, or at least heard about it. Yes, security is a huge issue, and the GDPR is Europe's response to threats to the security and privacy of digital data. Digital service providers are offering and deploying their solutions to digital and hybrid event organisers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-comment-mesurer-le-retour-sur-investissement-d-un-evenement-hybride-existe-t-il-un-rapport-ideal-entre-le-nombre-de-participants-reels-et-les-participants-virtuels\">How do you measure the return on investment of a hybrid event? Is there an ideal ratio between the number of \"real\" and \"virtual\" participants?<\/h3>\n\n\n\n<p><strong>Nick Dugdale-Moore -&nbsp;<\/strong>This is a question we are currently asking our members and their clients. Our forthcoming study on the global recovery may answer some of these questions. Digital gives a broader but shallower scope.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-quelle-sera-la-proportion-d-evenements-hybrides-a-moyen-terme-dans-un-ou-deux-ans\">What will be the proportion of hybrid events in the medium term? In one or two years' time?<\/h3>\n\n\n\n<p><strong>Nick Dugdale-Moore -&nbsp;<\/strong>After COVID, face-to-face events will be making a strong comeback: <strong>people want to meet<\/strong>. Before the crisis, many organisers around the world had already been adding digital elements to the physical show for a long time, so this is nothing new. If that's the case, then most shows have already been 'hybrid'. What we will see is more digital offerings before, during and after events. This will be a great opportunity for our industry to deepen relationships with our customers and serve them not only during the event itself, but throughout the year. This will provide an additional revenue stream for organisers and events, help extend the brand and audience, while improving the quality of face-to-face attendees. Ultimately, everyone who attends face-to-face - exhibitors, visitors, conference attendees - will have a better return on investment and a better overall experience.<\/p>","protected":false},"excerpt":{"rendered":"<p>Nick Dugdale-Moore, Regional Manager Europe for UFI, the Global Association of the Exhibition Industry, looks at the impact of the crisis on professional events, the trend towards hybrid events and the future of meetings &amp; events.<\/p>","protected":false},"author":17,"featured_media":99630,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[101,143],"tags":[1471,1853,1175],"type-darticle":[51],"n_magazine":[],"class_list":["post-99618","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-meetings-et-evenements","category-interviews","tag-visioconference","tag-salons-professionnels","tag-lieux-evenementiels","type-darticle-interview","vapo-free"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.9 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Interview : Nick Dugdale-Moore, UFI<\/title>\n<meta name=\"description\" content=\"Nick Dugdale-Moore, manager r\u00e9gional Europe pour UFI, l&#039;Association mondiale de l&#039;industrie des salons, d\u00e9crypte l&#039;impact de la crise sur les \u00e9v\u00e9nements professionnels, et se penche sur la tendance des \u00e9v\u00e9nements hybrides et sur l&#039;avenir des meetings &amp; 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