The festivalization of professional congresses, an unstoppable reality
In recent years, we have seen that the classic congress formats have found it more difficult to attract the same number of visitors and exhibitors as before. The public has changed and their expectations of what an event should offer have grown beyond the lectures and discussions on the main stage. To maintain their relevance, organizers must adapt by relying on the startups and technology companies that are leading the trend toward a more "festive" concept of congresses.
The South by Southwest in Austin (United States), the Web Summit in Lisbon and the Slush in Helsinki. Three outstanding examples of technological congresses that have gone beyond the traditional format. All of them divide the event into smaller and more intimate spaces and areas, introduce new activities, such as gastronomy, music, shows or workshops, and diversify the contents in different scenarios. More and more spaces dedicated to social networks are being created to encourage visitors to spread content and viralize the event's message.
?What makes these large international events so successful? Event organizers have understood that their attendees are not only professionals interested in receiving information, but people who are also looking for entertainment and networking with other professionals. As a result, modern congresses increasingly offer a comprehensive visitor experience with interactive experiences and diversified content.
The classic congress format, focused mainly on the transfer of content and knowledge on stage, has lost popularity. It has now become a true spectacle for all the senses, with eye-catching set designs, exceptional musical performances, stunning visual effects and dynamic activities to encourage networking.
The goal is to create a memorable experience for attendees full of inspiration and pleasant surprises. The congress should not be únicamente visited, but rather experienced and lived. It is not enough to organize an evening party at the congress venue itself, but an unforgettable experience must be created.
In Spain, a reference destination for congresses, trade fairs and major events, the trend towards "festivalization" is starting to become evident. The Mobile World Congress, for example, the largest technology trade fair held in Barcelona, which attracts more than 100,000 attendees every year, sealed an alliance with the Sónar Festival this year to bring the musical side to 4YFN, the section dedicated to startups.
This concept is opening up new opportunities for the development of the industry, with new audiences and more diversified audiences. Contemporary formats that are more entertaining are also aimed at a younger and more international target group. In any case, it is also worth analyzing what added value they bring. Only those organizers who define the essence of their brand well and understand the needs of both their current and potential audience will be able to successfully carry out the transformation process.