Tomorrow's congressional audience demands more digitalization

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The younger generation has a different attitude toward conferences. This will undoubtedly influence the way conferences are organized. If you want to meet the expectations of tomorrow's delegates, increased digitalization is essential.

Project Leader Milo Vergucht on the purpose of be.digital flanders

"Panta rhei" a famous quote by the Greek philosopher Heraclitus, means everything flows — the world is constantly changing. This applies to our industry as well. The audience attending your conference or event tomorrow is different from your delegates today.

This difference manifests in new needs and expectations. The younger generation has a different outlook on life, and therefore a different attitude toward conferences and their experiences. They want the choice between two options: either they attend physically for the unique congress experience and networking, or they follow a few sessions online purely to capture the content that interests them.

Responding to the needs of your future audience requires a digital transformation among associations and conference organizers. Making that shift isn't always easy, which is why VISITFLANDERS Convention Bureau is extending a helping hand. This month, the official convention bureau of Flanders launched the project be.digital flanders. Project leader Milo Vergucht is happy to explain.

What exactly is be.digital flanders?

"be.digital flanders aims to optimize the experience of participants at international conferences and events through digital technologies. Whether the conference or event is physical, virtual, or hybrid, we help to optimize and enrich the experience for all participants.

For instance, physical attendees at a conference can have a more dynamic and interesting experience with applications like virtual reality or augmented reality. In turn, the experience of virtual participants can be enhanced by optimally preparing speakers for digital presentations. How do you appear dynamic? How do you make a session interactive? How do you stay engaging? These aspects work very differently online than in a physical presentation.

Milo

With hybrid conferences and events, where you have a mix of physical and virtual audiences, you need to consider how to provide a strong experience for both groups. Often, an application for one group can negatively impact the experience of the other. For example, if you want virtual attendees to ask questions of the speaker via a live connection, any delay disrupts the experience for people in the room.

These are challenges our sector faces, and be.digital flanders can provide solutions."

What does the support consist of?

"First, we aim to inspire associations and organizers by showing concretely what technology can achieve and what clever innovations have been realized at conferences and events.

Second, we support the sector in getting started with digital applications through a community that connects the conference world with the tech world. The digital professionals involved cover a wide spectrum of technology needed for a successful congress or event. We also plan to provide a dozen helpful tutorials on various digital topics.

This community creates a win-win situation for everyone. Our industry gains access to new ideas and technologies for better conferences, while tech companies get direct contact with interested parties."

How much does it cost to use be.digital flanders?

"Nothing at all. The service from VISITFLANDERS Convention Bureau is free. Our main goal is to raise awareness. Many associations and organizers are hesitant about the digital future, preferring to focus on physical meetings due to the perception that technology is expensive and complex.

However, it's wrong to ignore an inevitable evolution. Digital transformation is happening in every industry, and we cannot escape it. As I said at the beginning of this conversation, your audience of tomorrow is asking for more digitization."

Congres

Want to know more about be.digital flanders and the free support available for your conference in Flanders?

Contact project leader Milo Vergucht.

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