Business tourism prepares projects for 2021

The image of crowded booths with many clients seeking quotes to close deals seems far from the reality experienced today by the world, especially by Brazilians, who are still struggling to reduce the number of cases and deaths from Covid-19. Although the events sector is among the most impacted by the pandemic, some entrepreneurs prefer to use this period to plan and seek innovations to present in their projects for 2021.

A survey conducted by Sebrae in April shows that the coronavirus pandemic affected 98% of the events sector. The impact caused by Covid-19 is also evident when observing the sector's revenue. Compared to April of last year, 62.5% of respondents believe in a reduction of 76% to 100% of revenue in April of this year.

With two events scheduled for 2021 – the Pet Fair ES, which will take place on May 29 and 30, and the Expo Condomínio Completo, on August 26 and 27 – entrepreneur Eder Mota from Realiza Editora & Eventos, who works directly in this area of business tourism, explains that the moment has accelerated some ideas that would only be implemented in the future. “Things that we would do only after some time, we are already going to try for the next edition, such as a hybrid model of in-person and online for the lecture cycles,” he comments.

Moreover, a period to understand this new consumer behavior profile also seems essential to adapt to this new reality. “Unlike a retail or entertainment event, we operate in a part of the sector (fairs and exhibitions) that requires greater relationship, exchange, and experience for visitors. Therefore, one of the ideas we are currently working on is that the event cannot only be alive on the days it happens,” he envisions.

As a solution, the entrepreneur mentions that online strategies and live marketing can help in future actions. “We have to think of strategies for the client to be with us throughout the year, with content production aimed at this audience. Additionally, this time of reflection has made us understand what people really want regarding purposes, positioning, and concepts of their brand. This helps us create a program that pleases and aligns with these new desires and also satisfies the exhibitors. After all, now they think much more before making an investment and only participate in actions that are interesting and have well-defined results,” he analyzes.

Fairs and congresses were used by companies to fulfill other agendas. An executive rarely spends all the time at a congress fully focused on the event. There are meetings, informal business rounds, and networking opportunities that usually happen alongside the major meetings. Often, participants value networking even more, the chance to talk with colleagues from the other side of the world, or with potential new partners or clients, and to closely observe their competitors.

With all this need for contact and gathering large audiences in this sector, it is important to also use this period to think about adopting strategies that provide more safety for visitors who will be at the events, even if only next year. “We seek a lot of information and have already adopted the seal of responsible, clean, and safe tourism – issued by the Ministry of Tourism through Cadastur – and, upon resuming, we will adopt all protocols that are required. I believe there will be some changes by the date of the next events, but we are already committed to the safety of attendees,” affirms Eder Mota.