The study is the largest multi-country business event research conducted since the onset of COVID-19 which included 531 event industry professional participants consisting of 342 planners and 189 suppliers.

According to the research conducted by the Professional Convention Management Association (PCMA): designing digital events is the key to success for events planners; China is more optimistic in the rebound of business events than other countries in the Asia Pacific region; and most want to stay close to home for business events.

Forty-one percent of planners believe smaller and regional events will come back sooner than larger international events, while 27 percent believe small in-person events will need to go hybrid and large events, wholly digital.

The survey revealed most business event planners have no intention of travelling any time soon with almost two-thirds (60 percent) of planners saying, they would only travel within their own country for a business event in 2020, while 10 percent would travel to another country in APAC.

Suppliers reported being more willing to travel with 48 percent saying they would only travel in their own country, 17 percent would travel within APAC and, 22 percent would go anywhere, ‘if it was worth it’.

Professional Convention Management Association (PCMA) conducted its COVID-19 ‘Recovery Dashboard’ survey in the APAC region between July 7 to 15 across Australia, New Zealand, South East Asia, China, Korea and Japan.

Planners it was discovered in the research are struggling, to budget for hybrid events, as they try to find the balance between taking an event online, and managing face-to-face attendee’s expectations with 61 percent of planners and 47 percent of suppliers are willing to travel within their country for a business event.

This survey said Karen Bolinger, managing director of PCMA APAC was important as it gives us, insights from the region, from which planners and suppliers can start devising their plans.

“Some of the results were as predicted, but the real impact COVID-19 has had on business revenue for 2020 was distressing. The suppliers have taken a bigger financial hit, with 66 percent of suppliers noting a decline greater than 75 percent in revenue, compared to 52 percent of planners. This is a massive impact and shows the vulnerability of many of the companies that deliver events.

The recovery in China is a major indicator for business events post COVID. The research reveals that the Chinese are expecting a ‘pent-up demand’ for face-to-face events, hence predicting a stronger recovery in 2021 compared to the rest of APAC.

Not surprisingly, both planners and suppliers need new skills to survive in a post-COVID economy. The survey revealed the educational and skills-based training needed right now, and these results are helping to shape the educational program PCMA is rolling out across APAC.”

PCMA will conduct further research in the APAC region over the coming months.

“Hybrid delivery of events, both large and small, will be with us for a long time,” Karen Bolinger, Managing Director of PCMA APAC.