Su Jing (Andrew) Yeo, director of technology, APAC, BCD Meetings & Events, notes how Asia-Pacific is experiencing a resurgence of in-person events, marked by strategic partnerships, advanced event technology, and a heightened focus on attendee experience and security
In recent years, Asia-Pacific (APAC) has emerged as a standout region for meetings and events. Having taken a cautious approach during the pandemic, APAC countries embraced virtual meetings at higher rates than their Western counterparts in 2022 and 2023.
However, 2024 has brought a significant shift towards in-person events, offering attendees a refreshing face-to-face experience. Alongside the return of in-person meetings, there have been numerous advancements in event and event management technology for these markets. These innovations have paved the way for a more immersive and engaging event experience than ever before.
Strategic partnerships
The event tech landscape has witnessed a surge in strategic partnerships among vendors to offer clients a comprehensive suite of services via a one-stop solution.
For example, the collaboration between Gevme, an omnichannel event management platform based in Singapore that teamed up with WeMeet, a component of China’s all-encompassing media ecosystem, WeChat, has significantly expanded services for Chinese business travellers by seamlessly integrating registration, check-in, and event content within WeChat.
Audiovisual companies in the region are increasingly open to partnerships with event tech firms, while the latter are seeking long-term collaborations with M&E service agencies. Even global entities are making aggressive moves in APAC, presenting growth opportunities that come with the need for thorough security risk assessments.
Growth opportunities
As the industry shifts focus from virtual to face-to-face events, some vendors in technology development, as well as within the audiovisual space may become worthy competitors due to an expansion of on-site offerings. Local vendors are expanding their reach by establishing offices in new locations across the APAC region, enabling them to better serve clients and establish a stronger presence in foreign markets.
In terms of meeting management tech, the landscape in APAC has stabilised as clients embrace specific technologies, enabling a focus on program maturity and growth. Clients are exploring ways to enhance productivity by leveraging emerging technologies like Robotic Process Automation and Generative AI.
Attendee experience
Events like Computex Taipei, RISE in Hong Kong, and Tech Week Singapore, continue to highlight the region’s commitment to technological advancement and reputation as a tech hub. There is a projected growth in immersive experiential technology, particularly for events like automotive product launches. Additionally, venues are increasingly adopting VR tours and visualisation tools to assist planners in designing event spaces.
However, networking, and seminar-based meetings, such as the World Finance Forum in Singapore, are focusing heavily on content delivery and fostering human connections to achieve their objectives. Consequently, the demand for experiential technologies has decreased for these types of events. While certain innovations remain relevant, there is now a more balanced approach to technology trends and desires as life settles into a “new normal”.
Enhanced security
Security infrastructure and processes have become a key focus area for meeting holders. They are well-versed in security matters and have progressively more stringent safety requirements while prioritising a seamless attendee experience. Agencies and venues must also ensure that vendors adhere to similarly strict security measures to safeguard personal and event data.
Interestingly, there have also been security changes in the world of event expenses. Traditional payment methods like bank transfers and manual credit card charging are still more prevalent in modern-day Asia than in the rest of the world. However, there is a growing preference for online payment processing in APAC, with many event owners favouring payment links over traditional paper credit card authorization forms for enhanced security.
When payment links are sent via approved financial institutions, critical information is secured and encrypted. This method offers immediate results compared to traditional payment processing, which may take several business days. While there are potential downsides to a technology-enhanced financial management system, the enhanced security aspect makes the transition highly beneficial.
Conclusion
The evolving landscape of meetings and events in the APAC region reflects the shift towards in-person experiences, complemented by innovative event solutions. As the industry embraces new norms, balancing technology trends with human connections, the future of events in APAC appears promising and exciting.
Andrew Yeo, director of technology for APAC at BCD Meetings & Events, has been dedicated to products, solutions, and more for over five years. With a robust background in business development, analysis, project management, and planning, he brings a wealth of knowledge and experience to the team.
