Hybrid Events and the Geography of Participation

Hybrid events are no longer a temporary solution—they have become a defining feature of the congress landscape. While virtual platforms extend access and visibility, they also challenge the relevance of physical attendance.

Destinations now face a paradox: they must compete not only with each other but with the appeal of 'not travelling at all.' As a result, the ability to attract in-person delegates is no longer based on prestige alone, but on a combination of strategic accessibility, immersive experiences, and contextual value.

Cities and venues that understand this shift are redesigning their positioning: offering enhanced networking, authentic local engagement, and hybrid-friendly infrastructure. Participation, once taken for granted, must now be re-earned.

The geography of congresses is becoming less territorial and more strategic.

Understanding this shift is essential for any destination aiming to remain competitive in a post-digital world.