The quick transition to virtual events during the pandemic left many exhibitors and attendees frustrated. Technology works until it doesn’t. How many virtual events went down for minutes or hours? How many people want to stare at endless exhibit renderings or sit through back-to-back webinars? The answer is clear: not many. The importance of trade shows lies in what virtual platforms cannot replicate—real, human connection.
Why Virtual Alone Falls Short
Keeping attention on the trade show floor is hard enough. Expecting attendees to jump from virtual booth to booth for six to eight hours a day is unrealistic. Virtual works best in small doses, such as a keynote, a guided product demo, or a one-on-one walkthrough. But no one wants an entire show behind a screen. The importance of trade shows is reinforced every time people return to bustling show floors.
Back to Booming
Years ago, trade shows were considered boring obligations. Attendees went for the cocktail parties and dinners, not the booths. That changed as exhibitors invested in experiences and organizers raised the bar. Until COVID, the industry was thriving. Shows became destinations with headlining concerts, celebrity speakers, and must-see attractions. Above all, people valued camaraderie and in-person connection. The importance of trade shows became obvious: they were no longer just about products, but about relationships.
Hard to Live Without Human Contact
After 9/11, attendance dropped dramatically, but decision-makers still came. The same will be true after any disruption. Human contact drives business, and people crave it. Buyers and sellers alike know the importance of trade shows as the place where handshakes, conversations, and trust happen in real time.
