Looking at the scale, where one year seemed like ten, I can’t imagine, for the moment, what it will be like in another ten. And if I try, I get vertigo.

This past year has forced us to look at our industry from other angles, to change perspective and change business models.

I don’t know what the future holds, but I do know that this last year has trained our resilience, brought us some sweaty expansion and prepared us for big changes.

Virtual events have democratised, accelerated by the digital transformation that has taken place globally. All organisations have had to adapt and continue to communicate.

It is impossible not to recognise the benefits of event virtualisation, anchored in the sustainability banner: possibility to create striking scenarios, capitalise on investments, reach larger audiences, have access to relevant metrics for businesses.

And for this reason, I believe that virtual events are here to stay and that they will also be increasingly humanised.

I also believe that virtual events will not replace on-site events, and that these will incorporate the advantages of the virtual ones, becoming hybrids. And here lies a great challenge: a hybrid event will be a 2 in 1, with completely different needs and experiences.

New platforms and new dynamics will certainly emerge to enrich both experiences and make them even more memorable.

It is curious, however, that BC [Before Covid] we were inspired by TV shows. Now, AC [After Covid], events are like television shows on an international scale.

I think the events industry is going through a time of endless opportunity because it has opened up to new markets.

However, there are things that don’t change: creativity continues, and will increasingly be one of the factors making the difference. Whether they are on-site, virtual or hybrid events.

What yesterday seemed like the future is today our reality.

The future? The future is phigital!