What has Covid-19 taught the events industry?

There’s no doubt that Covid-19 has been extremely difficult for everyone working in events.

But – to try and put a positive spin on it – the industry has also learned a lot from what has been a very challenging situation.

Kina Events founder Alex Palmer says:

I’m proud, but not surprised, that the events industry has picked itself up and found alternative ways of doing things wherever it could.

“There’s no doubt it will be the event organisers who have and continue to adapt to the new world who’ll ultimately survive the Covid-19 challenge.”

The Kina Events team has highlighted some of the key learnings Covid-19 has taught the events industry:

Adapt, adapt, adapt

Now more than ever we know it’s essential for the industry to respond positively to uncertainty.

Those event professionals who pulled together and adapted as the crisis unfolded (for example, those who switched from in-person to online events) have shown that teamwork and being able to react to changing circumstances quickly are integral to the industry’s survival.

Digital is our friend

It began as the only option during the Covid-19 crisis, but digital is now an opportunity to expand the reach and accessibility of events.

Covid-19 has shown us that audiences like the flexibility online and hybrid events offer them, with many people grateful for the option to attend events without having to travel.

People want to attend live events

As events have returned, it’s become clear there remains an appetite for attending in person: people love interacting face-to-face and enjoy the energy and physical experience of being at a live event. 

However it’s likely that – at least for the immediate future – people will avoid flying and long distance travel in favour of attending fewer, high quality events that are more local to them.

For events that are further afield, they may choose to attend virtually – so online and hybrid should still be on every event professional’s radar.

Sustainability remains a priority

Looking after the planet has become more important for many people during the pandemic, and it’s essential the industry keeps the momentum going as live events make a comeback. 

Meaningful changes that reduce harmful emissions and waste at every event are an absolute must.

Event management skills are valuable

We’ve seen a new (very welcome) appreciation for the many and varied skills needed to become a successful event manager – particularly as the list of requirements has become a lot longer thanks to Covid-19.

For example, it’s now even more vital to have expertise and skills in contracts and negotiation as scenarios such as suppliers going bust or cancellation continue to be more likely than before the pandemic.

Plus – due to the increase in the number of virtual and hybrid events – we now need additional skills in fields such as broadcasting, content production, digital marketing, cyber security and data management.

Events should be accessible to all

Let’s be frank: thus far, the events industry hasn’t given accessibility the focus it should have.

However, now event organisers have shown that – if they try hard enough – it’s entirely possible to redesign the guest experience from the bottom up (constantly changing Covid-19 regulations, for example), there’s really no excuse. 

Thanks to the rise of virtual, we also now have a unique opportunity to make events accessible to more people than ever before.

It’s up to all of us to become advocates for accessibility, sharing best practices so events become much more inclusive.


If you have any questions or would like some help planning your business events, please contact the Kina Events team on 0207 205 7901 or send us an email.

What has Covid-19 taught the events industry?

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