< PreviousENGAGING VIRTUAL AUDIENCE IS A BIG CHALLENGE WWW.EVENTPOINTINTERNATIONAL.COM 20 OPINION 3 ISSUES WITH VIRTUAL & HYBRID EVENTS THAT THE METAVERSE COULD SOLVE The Metaverse is not new. It was conceived way back in the ‘90s. However, it’s only now that it’s starting to feel like it could be real. For those that are still cynical, consider that Bloomberg estimated the Metaverse market will be worth $800 million by 2024. And for the event industry, the timing couldn’t be better, as over 90% of event planners will be running virtual events in 2022. These events have boomed since Covid-19. Before the pandemic, only 45% of people had attended a virtual event. 87% have now. Read on to find out how the Metaverse could cure the virtual event problem. THE BIG ISSUE WITH VIRTUAL & HYBRID EVENTS Due to the limited technology of the time, these events have been unfulfilling for both attendees and event planners. It’s no surprise that 71.1% of event planners say that engaging their virtual audience is their biggest challenge. But what are these issues, you ask? Well, firstly, they are just not engaging for attendees. Event professionals see it as their biggest challenge in running successful events today. Secondly, they don’t offer effective networking opportunities, which traditionally has been the bedrock of corporate events. Attendees of in-person events aim to network; attendees of virtual events login to learn. It turns out that 72% of virtual attendees are primarily hoping to learn something new, and just 7.7% are hoping to network. This has all led to a worrying rise in no-shows, with cases for virtual events rising to 35%. 1. ENGAGEMENT Sadly, to remotely attend an event is to watch the action from your laptop screen. This is an alienating experience. The Metaverse will resolve this issue through its intrinsic gamifying nature. Even before the Metaverse, gamification led to 87% of users feeling more socially connected. This development makes the remote event experience hands-on. It replicates the in-person experience like never before. It’s going to make it even more effective, and naturally, networking along with it. What’s more, there is literally no limit to what can be done in these 3D worlds. Spaces, style, creativity; they’re blank canvases for unique 3D experiences. From Wild West frontiers to deep space to towering glass office spaces of the future. Now that’s more engaging than a screen in your home office, right? 2. INCREASED REGISTRATION There are several reasons why the Metaverse will lead to high registration and, furthermore, increased attendances. Firstly, they’re new and exciting. It might seem superficial, but it’s true; the hype factor will be good for event planning statistics in the short term. Secondly, they require less commitment of time and money than traditional events, so attendees are more likely to take a chance on them. Thirdly, Metaverse events are in a unique situation where they can offer prospective attendees free trial sessions to their events. And finally, Metaverse events can offer exclusive swag, like NFT’s, for example. This can be part of their gamification techniques in the form of a competition, or it can be a freebie to lure in hesitant WWW.EVENTPOINTINTERNATIONAL.COM 22 OPINION attendees. We’re already seeing this take place with giveaways with big names like DC doing a superhero NFT giveaway for every attendee registration. 3. THE RETURN OF NETWORKING As we mentioned before, virtual events have a serious problem with networking capabilities. However, due to the immersive nature of the Metaverse, this problem could be consigned to the past. Speaking to Dietrich Moens - CEO of Spacehuntr - he said, “The sad truth that we’ve struggled to admit is that remote events have denied us the sincerity and authenticity that live events provide. That’s the core reason why networking hasn’t been effective in virtual events. The Metaverse will give attendees the confidence to engage with each other again.” WRAPPING UP So, to wrap up, event planners have been scrambling to see what the Metaverse can do for them and the industry as a whole. It is early days, but it looks like his new concept could go a long way to solve ingrained problems with existing virtual and hybrid events. As a matter of fact, they could even challenge the dominance of live events as the master-event to rule them all. Harry Prince Creative Content Manager at SpacehuntrGIJÓN IS A DESTINATION WORTH EXPERIENCING WWW.EVENTPOINTINTERNATIONAL.COM 24 REPORT headache, while offering the skills of local experts, who know very well each of the host cities of these great events; The Algarve Tech Hub, and how it is possible to create a network from the academy and the universe of start ups, to build, in the first instance, a strong community, and from there, leverage the Algarve as a preferred destination for events in this area of technologies; And, finally, a project linked to sustainability, promoted by the Madrid Convention Bureau, which provides those who prove they have an event in the city with an online tool to assess the carbon footprint caused by their event, but more importantly, it provides clues on how to offset this impact locally. For example, a list of partners, NGOs and other types of associations is available, and even more interesting, through the profile of each event, suggestions are presented on what can be done to make each action more sustainable. In another session, the about 50 Chapter members present were organised in six working tables, and each group was given a topic for reflection: ICCA IBERIAN FAMILY AND THE “WONDERFUL EXPERIENCE” OF GIJÓN Christoph Tessmar, President of ICCA’s Iberian Chapter, describes the three‑day annual meeting in Gijón this way: it was a “wonderful experience”. Once again, following a model that has shown interesting results, the ICCA’s Iberian Chapter turned inward, in Gijón, and sought ideas, knowledge and experience from its own members. An example of this was the sharing of three very different cases: The creation of DNA – Destination Network Alliance, a platform that allows you to manage accommodation in multiple hotels, for large-scale events, whose management can become a real 1. What is a Smart Destination and what is its impact on the Meetings Industry?; 2. An ethical code for this industry. How far are we willing to go? Our members agree not to accept… ? 3. How to innovate in the proposals we present? How to make a difference? 4. Tips for holding memorable events. What is the legacy and how can we make a difference by working on this topic? 5. How can destinations take advantage of hybrid events? 6. How can members best take advantage of ICCA? And what more can the association’s headquarters do for its members? Each group then had a few minutes to present their ideas to the others. A DESTINATION WITH OPEN ARMS This was the permanent feeling, throughout the three days of the meeting, that we were very welcome, and that the local authorities were committed to giving us and showing us the best of the city: amazing venues, such as Laboral, the utopian city, built as a technical university and which, during the Spanish dictatorship, housed a thousand boys from all over Spain to study there, preparing them for the professions that local industries - fishing, metallurgy and mining, in particular - so badly needed. The gastronomy, which includes fish and meat, equally appreciable, as a result of this being an area where the mountain ends abruptly in the sea, with almost no transition. And the wine and cider, of course – a well-preserved heritage. Part of Asturias, which then borders on the Basque Country, in the northernmost part of the peninsula, Gijón is certainly a destination worth experiencing. WWW.EVENTPOINTINTERNATIONAL.COM 26 REPORT IN CONCLUSION In a short statement, the President of the Chapter, Christoph Tessmar, highlighted the “wonderful experience”, the “family” spirit, the “interesting exchange of experiences”, and thanked all the local and regional leaders who supported the initiative – the participants were even received by the mayor of Gijón, in a short audience. Tessmar was also pleased to announce that the next edition will take place in Portugal, in Alentejo, in 2023. WE ARE BACK ON TRACK WWW.EVENTPOINTINTERNATIONAL.COM 28 REPORT LUÍS ARAÚJO: “NOW WE SEE A BRIGHTER LIGHT AT THE END OF THE TUNNEL” The president of Turismo de Portugal held a session at ITB India, which took place from 5 to 7 April, in virtual format. On the presentation at ITB India, entitled ‘Sustainable Destination – Creating the Future Ahead’, he showed Portugal’s concern and focus not only on the sustainability and protection of the planet, but also on the well‑being of the community and workers in the sector. Luís Araújo began explaining that, in 2017, Portugal decided that tourism was strategic for its growth, which led to a great deal of internal reflection and with stakeholders, the community and associations, to know what the future of tourism would be like. And everyone said that this future involves sustainability, he said. In other words, to grow, but to do so with a focus on the well-being of its inhabitants and visitors, and on protecting the planet. Therefore, clear objectives were defined. “We want to promote the country as a sustainable destination, but we also want to value the careers, our workers. Train them so that they can not only give them the best experience, but also make them feel that tourism is an activity that also brings growth to their personal lives,” he said. Regarding the protection of the planet, the president of Turismo de Portugal addressed the goals set and said that, in 2027, “we will have 90% of our activity – from hotels to travel agencies, from rent-a-cars and restaurants – with measures efficient in waste, energy and water management.” AFTER “TWO DIFFICULT YEARS”, THE COUNTRY IS READY TO HOST Luís Araújo recalled that the year 2020 brought challenges and that priorities have changed: safety, transparent communication with customers and Next >