Embrace the Digital In-person Events —Interview with Cassandra Farrington, Chair of SISO
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Cassandra Farrington, the chair of SISO is shares her thoughts with China International Conference and Exhibition (CICE) magazine about the re-growth of the trade show industry as it emerges from the pandemic, the future development trends she foresees, the role China plays in the global exhibitions industry, the advancement of digital event technology and how the industry can successfully navigate any future challenges.
Here's a summary of her interview:
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SISO’s Role and Response to the Pandemic: SISO provided a crucial platform for the for-profit show organizers to collaborate and innovate as live events shut down during the pandemic. SISO’s annual CEO Summit remains a vital event for industry leaders to explore partnerships, acquisitions, and growth.
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Integration of Digital and Physical Elements: Farrington emphasized the need for blending digital components with in-person exhibitions. The pandemic showed the value of virtual connections, but the in-person experience is irreplaceable for exhibitors and attendees alike.
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Industry Recovery and Future Challenges: Exhibitions have largely returned to 2019 levels, though some areas are still affected by COVID-19 restrictions. The return of in-person events has been met with enthusiasm, but industry stakeholders continue to navigate challenges, including geopolitical instability and limited government support, particularly in the U.S.
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Importance of the Asia-Pacific Market: Farrington highlighted the significant role of China and the Asia-Pacific region in the global exhibitions industry. SISO will co-host the Asia CEO Summit in Singapore to support the region's event recovery.
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Future of the Exhibition Industry: Although digital events haven’t fully replicated in-person exhibitions, elements such as data insights, curated networking, and digital badges are here to stay. As the industry audience evolves, there is a strong push for sustainability, diversity, and digital integration in events.
Cassandra expressed optimism about the industry's future, seeing a path for continued innovation and growth as it emerges from the pandemic.