DIGITALISATION IS THE FUTURE OF EVENTS
DIGITALISATION will be the key to success for the business events industry according to The Global Association of the Exhibtion Industry (UFI) ceo Kai Hattendorf in his State of the Industry address on Tue.
Hosted by the Exhibition & Event Association of Australasia (EEAA) at the ICC Sydney, Hattendorf said digitalisation would replace globalisation as the driving force of the sector.
“In the next 10 to 15 years, digitalisation will take over as the main growth driver – and we expect that to impact our industry’s business models.”
He added that digitalisation would not end the business events industry.
“Digitalisation has made our industry stronger for the better.”
During his presentation, the UFI ceo predicted that five trends would impact the business events industry in the next 12 to 18 months.
“Growing political uncertainties, the polarisation of global leading shows, continued digitalisation, a focus on operational excellence, and, increasingly, evolving business models,” he said.
Hattendorf said the Australian events sector was predicted to grow above average in the AsiaPacific in the coming years.
“With the ICC, Melbourne expanding, this means Australia is geared to grow above average compared to rest of the region.”
The total exhibition space sold in Australia Hattendorf said, was growing 5.5% year-on-year, which was higher than Asia.
He added that the business events sector was a sleeping giant that was growing faster than the global economy.
“Our industry is growing at 3.54.0%, which is faster than the global economy rate of 3.0-3.5%,” he said.
Attendees at the address included BESydney chair Bruce Baird, Melbourne Convention Bureau’s Karen Bolinger and ICC Sydney ceo Geoff Donaghy.
MEANWHILE the EEAA signed a Memorandum of Understanding (MoU) at the event with the UFI.
The Memorandum will pave the way for greater knowledgesharing, education exchange, research and the development of young talent between the two.
Pictured is UFI ceo Kai Hattendorf and EEAA chief exec Joyce DiMascio with members of the EEAA board signing the MoU.