It has a festival name, but it was never announced. It is global, but we don't know who its organiser is, nor what to expect from its performers. It's Covid-19 and it's here to stay.

The answer to this question is the one everyone is looking for, but something seems inevitable, that the future of events will be in person.

Despite the terrible impacts of the coronavirus on the meeting industry, there’s a silver lining.

Brand researchers in the Journal of Marketing define brand experience as “sensations, feelings, cognitions, and behavioural responses evoked by brand‑related stimuli that are part of a brand’s design and identity, packaging, communications, and environments.”

How did we find ourselves here? And what do we do about it?

Up to this point, we have overcome catastrophes of many kinds: climate, security, political conflicts, etc., of which we have recovered rapidly and professionally.

Covid19 will reignite the many questions around the ‘risk vs return-on-investment’ when hosting major sporting events and whether destinations will be reticent to bid in the future.

You have certainly already come accross some people in suggestive poses taking semi-professional photos in the middle of a music festival, or have noticed that there are stages at some events that are flooding with digital personalities

At the earliest realisation of the incredibly damaging economic implications of COVID19, the UK Meeting and Events industry had already garnered a petition for the UK government to provide economic assistance to the sector.