Why in-person events are thriving in a digital era
At Kava, we’ve been seeing a clear resurgence in in-person events across most B2B sectors and in particular the tech industry, an area we have worked in for decades. Just last month, we supported clients at Mobile World Congress (MWC) in Barcelona, Embedded World in Nuremberg, and more recently at the Connected Futures Festival in Bristol. These events have reinforced what we’ve long known – face-to-face interactions remain an irreplaceable part of building relationships, sparking innovation, and driving business forward.
The surge in popularity of in-person events can be attributed to a fundamental human need: connection. While online events served as a vital bridge during the pandemic, they have proven to be no substitute for the energy, spontaneity, and networking opportunities that come from being in the same physical space. For professionals in the telecoms industry, where partnerships, innovation, and business deals thrive on real-world interaction, the appeal of face-to-face events seems to be stronger than ever, despite the rise in webinars, hybrid working and other virtual systems.
Many companies have adopted remote-first or hybrid work models, which means traditional office networking opportunities have reduced. This makes industry events a new kind of workplace, almost a temporary hub where people can meet, share ideas, and feel a sense of professional belonging that might be missing from their day-to-day remote routines. In a way, events have become the new way for professionals to “get out,” engage and experience the industry in a meaningful way.
The rise of localised events
While large-scale events in global hubs like Barcelona, London, and Las Vegas remain dominant, we’re also seeing the rise of more localised industry gatherings. The Connected Futures Festival in Bristol is a prime example, demonstrating that smaller cities are becoming key players in the events space. These regional events provide more accessible networking opportunities, encourage local innovation, and reduce the financial and logistical barriers associated with international travel.
This decentralisation of events benefits the industry as a whole. It allows for more niche, specialised discussions, fosters regional telecoms ecosystems, and provides a more sustainable alternative to the high carbon footprint of international travel. As businesses aim for greener strategies, local events may continue to grow in importance.
The hybrid model: A complement, not a replacement
Despite the resurgence of in-person events, virtual elements aren’t disappearing. Hybrid models that blend digital and physical experiences are becoming more refined, offering remote attendees the ability to engage meaningfully while still preserving the core in-person experience. However, the emphasis is shifting: rather than digital being the default, it is now a complement to physical events.
Looking ahead: The future of tech events
Technology events are evolving, and in-person attendance is playing an increasingly central role. Whether through major conferences or smaller regional meet-ups, these gatherings are becoming vital spaces for innovation, collaboration, and of course marketing – offering though-leadership platforms, PR opportunities and networking as well as traditional exhibition sales areas.
The next question is: how will businesses continue to adapt their event strategies to balance global reach with local impact? And more importantly, how can we ensure these events continue to deliver real value in a world that is still adjusting to its new ways of working?
At Kava, we help clients navigate this evolving landscape and maximise their presence at events, from visual collateral including stand design, video animation and sales collateral, to event strategy, social media support and PR.
