The majority of exhibition attendees are open to the returning to live events, according to a new survey by GES.
The survey of over 1,300 attendees during the months of June and July found that 88 per cent of respondents are open to attending shows in person again. Of those 65 per cent demand some form of mitigation before they will attend, while 23 per cent prefer no mitigation.
Five core segments emerged from the study which were classified according to their distinct perception of Covid-19-related risks and mitigation requirements.
A total of 12 per cent of respondents stated that they have substantial concerns about health risks and do not believe in mitigation.
One in four of respondents (24 per cent) are concerned about risks related to Covid-19 but are open to attending if the event is of high value to them. A further 24 per cent are only moderately concerned about Covid-19, and are open to personal restrictions but do not want set meetings or limited meeting times.
Seventeen per cent are only slightly concerned about Covid-19 and have faith in mitigation measures, while just under a quarter of the respondents (23 per cent) indicated barely any concern about Covid-19.
“GES’ research findings provide great insight for event organisers and underscore how vital it is to understand the attendee base and their risk perceptions in order to be able to tailor event design and mitigation strategies towards attendee needs,” said GES Global chief marketing officer Wendy Gibson.