明天会更好：2021年环球会展市场展望

苏希玲

2020年的全球会展行业在静默与惨淡中结束。表面上看，只有极少数国家的会展活动有序重启，国际会展业何时能恢复到原有规模尚不明朗。但是，我们看到，在疫情之中，存活下来的会展企业停展不停业，通过加强联络、技术创新等手段，最大限度保持企业活力，也彰显了会展行业的韧性。

根据最近的UFI调研结果，大部分客户依然将实体展会作为主要的营销渠道，会展的明天更加灿烂。站在行业发展的风口，在冬去春来之际，全球会展企业如何应对挑战，面向未来？各国会展企业如何看待行业的新趋势？……

围绕以上话题，本期专题采访了来自美国、英国、澳大利亚和中国等全球主要會展国家的资深会展行业人士，分别从会展并购、场馆运营、品牌体验、会展组织等角度，探析行业发展趋势和增长要素，呈现未来会展业发展蓝图。

A better tomorrow： global exhibition outlookk

□Reporter/ Celion Su

Since the breakout of the COVID-19 pandemic， it is still not Since the breakout of the COVID-19 pandemic， it is still not certain when the exhibition industry will be restored to full swing. certain when the exhibition industry will be restored to full swing. However， we see that despite the outward difficulties， many However， we see that despite the outward difficulties， many exhibition institutes and companies have been trying their best to exhibition institutes and companies have been trying their best to maintain business vitality.

As the new year has opened， how can we stand strong and head up As the new year has opened， how can we stand strong and head up to the future？ The Special Focus Column of OVERSEAS EXHIBITIONS to the future？ The Special Focus Column of OVERSEAS EXHIBITIONS magazine invites 4 industry veterans respectively from the US， magazine invites 4 industry veterans respectively from the US， the UK， Australia and China， to discuss topics such as M&A， venue the UK， Australia and China， to discuss topics such as M&A， venue operation， brand experience and events organization， to give the operation， brand experience and events organization， to give the industry an outlook into the future value building of the exhibition industry an outlook into the future value building of the exhibition industry..