< PreviousDecrease of long journeys In short, there is a certain magic inherent to face-to-face events that is difficult to replicate online, but which some experts believe can be resolved by the metaverse. Once fully realised, the metaverse can offer a highly interactive experience where people can move freely and engage in dialogue without having to leave their home. It will no longer be necessary to make long trips to meet someone, substantially reducing travel budgets. More accessible events Accessibility is, in fact, one of the great advantages presented, not only in reducing the number of trips, but because it will allow people with hearing impairments, for example, to communicate through written messages or sign language. Users with limited mobility can also move more easily from session to session. “The ability for event organisers and sponsors to reach new audiences, and for audiences to be able to reach them, is one of the things I’m most excited about in the metaverse,” adds Ben Chodor, president of Notified. Sustainable events There is also the big issue of sustainability, which is unavoidable these days. The metaverse can be a carbon-neutral solution for large meetings and events, which can lead to more sustainable practices and even less vulnerable to external factors, such as a pandemic that puts everything on ‘stand-by’. WWW.EVENTPOINTINTERNATIONAL.COM 40 RADAR Potential challenges Despite being still in a very embryonic stage, there are challenges that are posed to the development of the metaverse and the possibility of succeeding with users. One of them is the lack of devices that are small and powerful enough to be able to deliver the imagined metaverse experience, which can impact the budget for the events. Another has to do with people’s willingness to purchase virtual reality headsets or even use accessories to enter a virtual world. Entering the metaverse also presupposes a better internet connection and 5G is still being implemented, and with some difficulties. What works in a face-to-face event may not necessarily work in a metaverse event. It is necessary to carefully build areas for private conversations, for example. The fatigue of digital screens can be a hindrance to the success of events in the metaverse, as participants crave a balance between digital and analogue experiences. Some say that the more digital we become, the more we crave a human experience. Finding that balance will be perhaps the biggest challenge facing event organisers. We cannot forget about other deeper challenges related to the regulation of the metaverse: what will the ethics be like that will govern this world, how will it be regulated, who will have control under this regulation? There are still many uncertainties about these and other questions, especially the way in which the metaverse will develop, with many years to come before there is something more defined. Raquel Relvas NetoROYAL TREASURE HIDDEN IN PALÁCIO DA AJUDA WWW.EVENTPOINTINTERNATIONAL.COM 42 DESTINATION WHAT’S NEW IN LISBOA? A lot! As we don’t have enough space to share it all with you, we chose to focus on this incredible piece of information. Did you know that there is a royal treasure hidden in Palácio da Ajuda? On one of the most important palaces of the Portuguese capital, best known for its grandiosity and magnificence, the Palácio Nacional da Ajuda (Ajuda National Palace) has been the subject of rehabilitation works. There was a lot of restoration going on, and based on a rigorous historic investigation, there was a recreation of some environments from the time of D. Luís, the monarch who lived in Ajuda the longest. So if you are in town for an event, you must know that the Palace is open to the public every day. There, visitors can travel in time to learn something about the style and the art from the 19th century. Start your journey on the ground floor, and check the Music Room, with the instruments from the time, the beautiful Bloom Room, Marble and Billiard Rooms. On the upper floor, make sure not to miss the Throne Room, where we can find the Portuguese 18th century royal armchairs, and the Diplomatic Corps Room, full of incredible details. The Grand Dining Hall, where the special banquets took place, is a must, as well as the Painting Studio, the Study and the King’s Bedroom. The Palácio Nacional de Ajuda is where the State protocol ceremonies take place even today, but only recently one of the wings of the palace was finished. In fact, that part of the palace remained unfinished for more than two centuries, exactly 226 years after the first stone was laid. This work’s special purpose was to house the new Royal Treasure Museum with the crown jewels, which will open to the public soon. All together there are around one thousand jewels belonging to the Portuguese crown. The exhibition includes priceless pieces and is considered to be one of the most valuable displays in the world. And it has never been exhibited in full before. So, don’t miss it.“IF YOU DON’T UNDERSTAND PEOPLE, YOU DON’T UNDERSTAND BUSINESS” WWW.EVENTPOINTINTERNATIONAL.COM 44 OPINION ABOUT THE FEAR OF DYING A few years ago I became interested again in Maslow and his hierarchy of needs. A seemingly outdated concept that is so reductive, but that tells us so much about what never ceased to be and what it is important to return to. At the time, I was following Simon Sinek, and maybe the trigger was something he said. It is true that we humans have evolved in so many things. In organisational capacity, in resources, in skills. But certainly not in our needs. These remain exactly the same we had when we were still cave dwellers. And the truth is that this idea totally resonates with my way of seeing and being in marketing. I don’t see myself in the classic theories of marketing that persuade and even less of marketing that creates needs. It’s fair to say that marketing accelerates awareness and, when done right, shortens the gap between interest and conversion. But it does not create anything, because what does not already exist within us does not manifest itself. There are five, and only five, types of human needs. The essentials of survival. The instincts of shelter and protection. The ones of belonging. Of self-confidence and self-esteem. And, when all the above are assured, there is room for us to work on a better version of ourselves. Curious, by the way, how the unpredictability of the times has been returning us to the base of the pyramid. And how does all this ultimately have to do with the fear of dying. Alexandre Monteiro is an author that I have recently discovered by chance. It’s not on my favourites list, but I appreciate the way he sums up the essentials. The one that remains the primal need. The one we find in the middle of a pandemic. He calls it the fear of dying, I call it the fear of being left out. Sinek calls it the security circle. We human beings have a deep need to belong. To stay inside. To be admitted, admired, recognized. To be a part. Because if not, let’s see: in the remote past, when through conflict or inappropriate behaviour we were left out, it was literally outside that we stayed. Out of the cave. And staying out of the cave potentially meant what? Exposed to cold, predators and other unspeakable dangers. Exposed to the possibility of dying. Whenever we’re out. Whenever we don’t have access. Whenever we are not seen. Whenever we are not called to participate because we are not considered worthy, equal, or competent. We are afraid of dying. A genetic memory is activated that makes us experience the exact same emotional states and defensive behaviours. So the question that matters is: how, using which arguments and using which communication, content and experience strategies, are we ensuring that, as brands, we are aware of and dealing with this behavioural trigger? It is out of fear of dying that we react so well, still, to last minute opportunities. It is out of fear of dying that we are so fond of the exclusive club concept. It’s for fear of dying that we love limited editions. It is for fear of dying that trending dances à la tik-tok have become an unavoidable, even in the most conservative business ecosystems. This is all about the fear of dying to finish, concluding that, for me, it increasingly comes down to the empathic ability of marketers to develop deep and applicable knowledge about human behaviour. To put it in another way, subscribing to Sinek, “If You Don’t Understand People, You Don’t Understand Business”. Ana Torres Marketing, strategy, copywriting, author of the brand AnaSuperPower WWW.EVENTPOINTINTERNATIONAL.COM 46 OPINION PORTO HOSTS M&I FLAGSHIP FORUM Turismo do Porto e Norte ‑ Porto Convention & Visitors Bureau had submitted an application for 2020, but the pandemic forced the postponement of the event. In 2022 it’s happening. The M&I Flagship Forum will take place in Porto and has 550 participants, including 230 buyers. This is a key event in the meetings industry. For three days, buyers and suppliers carry out a networking program, with individual meetings, but also moments of relaxation, always important for WWW.EVENTPOINTINTERNATIONAL.COM 48 DESTINATION establishing relationships. At the same time, participants have the opportunity to discover and explore the destination. “We will be welcoming a total of 550 participants, 230 of which are top European buyers based on our destination key strategic markets. We are preparing an unforgettable edition, together with our partners. For those who are joining us in this adventure, prepare yourselves for a true immersion of our culture, traditions, gastronomy & wines, sites, architecture, fun and most important our people!”, says Luís Pedro Martins, head of Turismo do Porto e Norte de Portugal. In Porto, the event will take place in the following venues: ALFÂNDEGA DO PORTO The Alfândega Congress Centre - Porto offers a wide range of services, capable of responding to the highest standards, ensuring the most modern equipment and the most effective and competitive solutions. Located in the historic city centre of Porto, by the Douro River, Alfândega is an historic building, the former Customs House, recovered by Arch. Souto Moura. PORTO CRUISE TERMINAL The Porto Cruise Terminal is the largest project ever for the opening of the Port of Leixões to the city and an important gateway of the region boosting the cruise and events tourism in the North of Portugal region. BARON’S HALL This Wine Village owned by The Fladgate Partnership group, consists of two rooms, The Baron’s Hall and The Baron’s Gallery, and was renovated in order to host the most diverse events with large and small audiences. The history and tradition of this 1756 building, combined with the contemporary event rooms, make The Baron’s Hall & Gallery a superb and refined space, perfect for any event. PALÁCIO DA BOLSA Located in the centre of Porto, Palácio da Bolsa is an authentic work of art, with undisputed prominence as a representative of the city, with the grand architectural design of the Hall of Nations and the famous Arab Room.Next >