Page 94 - AMEFT Journal 2021-2

EVENTS
ProPak Asia 2021: Connecting 360 degrees
Informa Markets is organizing ProPak Asia 2021 during 16-19 June, com- bining on-ground, online, and hybrid events to create platforms for com- panies to connect to trade partners around the world during the Covid-19 crisis. The organizer highlights that VR, AI, and Digital Experience are pro- mising sectors.
“The exhibition industry has been directly affected by the Covid-19 pan- demic over 2020 to early this year. But we expect it to recover in March, a high season for the industry. With the Thai government’s ability to con- tain the new wave of the outbreak, we expect Thailand to welcome MICE visitors again in the second and third quarters. This group of business vi- sitors is considered more likely to have access to vaccines than general visitors. Besides, business negotia- tions still require in-person commu- nication,” said Rungpetch Chitanuwat,
94 AMEFT 2 2021
Group Director - ASEAN at Informa Markets.
For the market trends of the exhibi- tion industry, not only are safety stan- dards and epidemic control measures enhanced but trade shows will no lon- ger return to ‘Old normal.’ Every trade event is developed into a more hybrid version, utilizing various technologies to ensure visitors’ memorable expe- riences. Promising technologies which will play a crucial role in the exhibition industry are as follows.
Digital Experience: Aside from virtual and hybrid events being on the rise, creating positive experiences and engagement for visitors via online platforms are crucial. According to a survey, 65% of trade visitors and 57% of exhibitors believe digital media still play a key role even after the end of the pandemic. Brands around the world are also adjusting themselves to create various forms of digital ex-
perience such as Digital Showroom.
VR: Virtual Reality (VR) is one of the rising technologies. The features in VR technology are suitable for the trade events as the technology can help cre- ate 3D simulations, such as machine demonstrations and manufacturing process simulations. These simulati- ons can explain complicated stuff in more understandable ways. Users can also feel as if they are part of VR simu- lations used to demonstrate products and services in the previous ProPak Asia event.
AI and Data: Instead of event badges, facial recognition can enable regi- stered visitors to enter the event venue immediately. Visitors’ data is collected for headcount and measu- ring their interests. Moreover, voice recognition is used as a fast and con- venient tool to translate different lan- guages, eliminate language barriers
(Source: Pixabay)
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