Every year, the education and training sector gathers professionals worldwide at trade shows and conferences. These events provide a platform for industry professionals to come together, in-person and virtually, to network, learn new skills, gain knowledge and stay up-to-date with current trends.
The education and training industry has rapidly evolved, driven majorly by technological advancements, learning methods, and shifts toward micro-learning and technology-assisted instruction. The education and training events provide opportunities to industry professionals for networking, skill-building, knowledge acquisition, and staying current with industry trends.
The COVID-19 pandemic significantly impacted the education and training industry, causing the postponement or cancellation of many events in early 2020. However, event organizers were able to adapt and utilize virtual platforms to continue providing educational and networking opportunities to attendees. This allowed for the continuation of engagement and interaction with industry stakeholders, even in the face of disruption caused by the pandemic.
In 2022, a combination of virtual, in-person, and hybrid events emerged as a popular format. Incorporating these various formats made events more accessible and facilitated greater collaboration among experts in the education and training sector.
This report will consider the period from early 2020 to the end of 2021 as the “COVID period.” We will compare pre-2020 and post-2021 as the “pre” and “post-period,” respectively, to assess the current state and future trajectory of the industry.
EDUCATION & TRAINING EVENTS OVERVIEW
In recent years, the education and training events industry has seen significant growth, creating new opportunities for collaboration, networking, and innovation among professionals in the field. In addition, learning methods have improved with a focus on personalization and adaptability.
With research pointing towards continued growth in this sector, the education and training events industry is poised for a bright future, offering new opportunities for professionals to learn and grow.
Education and training events are a vital part of the industry, providing a platform for professionals to come together, share ideas, and learn from one another. These events offer a wealth of expertise and experience from professionals worldwide and provide opportunities for networking, collaboration, and partnerships.
The COVID-19 pandemic hugely impacted the events industry due to its reliance on in-person product launches, displays, and relationship building. As a result of the pandemic, many events had to be canceled, postponed, or transitioned to virtual formats. However, in 2022, we saw a resurgence of in-person events, while some events leveraged hybrid formats, combining the best of both in-person and virtual experiences.
This report will provide a comprehensive overview of the number of events in the education and training industry as a comparison metric to assess the events returning to normalcy post-covid. It will analyze the events across several key regions and relevant trends to give a clear picture of the industry.
The core focus of the report is to evaluate the pre-covid status of the industry and compare it with the current state to understand the impact of the pandemic and the way forward for the industry.
(Note: The numbers of events reflect events captured on the 10Times platform across the regions. While not perfect, we expect it to be close to reality with less than a 10% standard deviation).
EDUCATION & TRAINING EVENTS TRENDS
The data in Figure 1 shows a significant increase in education and training events over the last five years. The data in Figure 1 also indicates that the number of events post-COVID is greater than before the outbreak. This is likely due to the cost- effectiveness and wider reach of virtual events, which event organizers have utilized in response to the pandemic.
Despite the sudden move to virtual or hybrid formats for events in 2020, the importance of these gatherings remained intact for education and training companies that had already incorporated them into their marketing strategies.
The following chart provides insight into the trends in education and training events in various countries as per the data by 10times. The United States typically hosts a significantly larger number of B2B events than other regions.
EDUCATION & TRAINING TRADE SHOWS
As depicted in Figure 3, the number of education and training trade shows has declined in recent years. This is due to the impact of the pandemic, as fewer trade shows were held in 2022 compared to 2019.
However, the education and training sector is expected to see a resurgence in 2023, with an increase in the number of events due to the fast-paced technological advancements in the industry. This provides an opportunity for businesses to keep up with the latest trends and capitalize on the growing demand for education and training products & services.
The data presented show the trend of education and training trade shows held in five major regions over the past five years (selected based on the number of events and audience size for this report). The data suggests that the number of education and training trade shows held in the USA has consistently been the highest among the five regions, indicating a strong demand for such events and a thriving education and training industry in the USA.
It is noteworthy to observe the speed at which each region has recovered regarding the number of events being held.
Figure 4 illustrates the number of education and training trade shows held in the United States over the past five years. Although the number of trade shows organized in the US post-pandemic is lower than the pre-covid number with the widespread adoption of virtual and hybrid formats, the number of trade shows organized in 2023 is expected to exhibit steady growth and exceed the level of 2019.
Figure 5 illustrates the number of UK education and training trade shows held for the past five years. The data clearly shows that the number of trade shows held in the UK post-pandemic was significantly lower than in 2019. This is likely due to the effects of the COVID-19 pandemic, which caused many events to be canceled or postponed.
Figure 6 illustrates the trend of education and training trade shows held in India over the past five years. The data shows that, surprisingly, India has hosted more education and training trade shows after the outbreak of COVID as of 2022 than before the pandemic.
This trend aligns with the growing demand for events in India. It could signify India catching up with other regions in terms of industry size, economy, and the number of large events in the coming years.
Figure 7 illustrates the number of education and training trade shows held in Canada for the past five years. While the post-covid number is much lower than in 2019, the country is expected to catch up with the pre-covid number in 2023.
EDUCATION & TRAINING CONFERENCES
The figures below provide an overview of the education and training conferences held in five major geographical regions over the past five years. Post-pandemic, the number of education and training conferences hosted has increased and is expected to exceed pre-pandemic levels for all countries. The reason for this can be the feasibility and acceptability of virtual conferences as an alternative to in-person events.
Figure 8 illustrates the number of education and training conferences held during the past five years, highlighting the steady growth trajectory of post-covid numbers.
According to Figure 9, thousands of education and training conferences have been held in the United States over the past five years. It is important to note that many events scheduled for 2020 were postponed or cancelled due to the COVID-19 pandemic. Despite this setback, the data illustrates a remarkable recovery in the number of conferences held post-covid, with the USA surpassing the number of conferences held in 2019.
Figure 10 illustrates the number of education and training conferences held in the UK over the past five years. It can be seen that the number of conferences hosted in the UK was highest in 2019 before dropping off significantly due to the pandemic.
Figure 11 shows the number of education and training conferences held in India over the past five years. Hundreds of education and training conferences were scheduled for 2020, but most got either cancelled or switched to virtual.
While India experienced many more virtual events in 2020 than in prior years, the number of conferences hosted in India is increasing steadily post-covid and has already exceeded the 2019 number.
Figure 12 illustrates the number of education and training conferences hosted in Canada over the past five years. Compared to the pre-pandemic era, the number of conferences hosted in Canada post-pandemic is still less.
The dip in the number of events is a common trend observed globally due to the COVID-19 pandemic and its impact on in-person gatherings. However, with the growing demand for industry conferences, the number is expected to reach the 2019 count in 2023.
NEW EVENTS HOSTED PRE-COVID VS. POST-COVID
The findings in Figure 13 suggest that in 2019, a significant number of new education and training events were hosted globally. However, in 2022, the number of new events hosted increased even more, surpassing pre-pandemic levels. This is likely due to a combination of existing events being rehosted and new event IPs being created.
The increase in the number of new events can also be attributed to the widespread adoption of virtual and hybrid event formats due to the pandemic. The data suggests that the number of education and training events (old events getting rehosted and new events launched) will continue in 2023, reflecting the fast-paced innovation in this sector.
EVENTS REHOSTED PRE-COVID VS. POST-COVID
When analyzing event hosting trends, it is important to note that the number of events can be affected by bi-annual patterns. Additionally, when an event is rehosted in the same city as its previous edition, it is considered a rehosted event. However, if the event is hosted in a different city, it is considered a part of the event series but a different event on the 10Times platform.
As shown in Figure 14, before the COVID-19 pandemic, around 56.2% of events were rehosted each year. However, in 2022, this trend saw a significant change, with the percentage of rehosted events increasing to 62.6%. This increase in the percentage of rehosted events in 2022 can be attributed to various reasons.
The major reasons for the increase in the percentage of rehosted events in 2022 can be attributed to the following:
- The organizers of in-person events waited until 2020-2021 to rehost their events in-person due to the pandemic. (Note: If an older edition of an in-person event is rehosted as a hybrid, it is considered the same event with a new edition on the platform).
- Due to the cost advantages offered by virtual formats, many event organizers who previously did not rehost their events decided to host them virtually instead.
Overall, the increase in the percentage of rehosted events in 2022 indicates that event organizers are becoming more resourceful and innovative in their approach to hosting or rehosting events.
REGION WISE SEARCH TRENDS FOR EDUCATION & TRAINING EVENTS
Education & Training events attract visitors from different regions to network, exchange ideas, learn about market opportunities, and meet potential clients.
As illustrated in Figure 16, before the outbreak of the COVID-19 pandemic, the majority of searches for education and training events were in the Americas, followed by Asia, Europe, and Africa.
However, post-pandemic, there has been a 3% overall increase in the share of the Americas, with a similar percentage decrease in Europe.
COUNTRY WISE SEARCH TRENDS FOR EDUCATION & TRAINING EVENTS
The data in Figure 18 shows an interesting shift in the search trends of professionals for educational and training events before the pandemic. The United States had the highest searches (49.93%) before the pandemic, followed by India and other countries. However, after the pandemic, the searches from the United States have significantly increased, while those from India have decreased.
Figure 19 compares search percentage across major countries post pandemic. While no clear reasoning seems to justify why there would be fewer searches from India when the number of events went up, this insight deserves deeper analysis.Therefore, our R&D team is researching further to understand this trend better.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY (USA)
Figure 20 shows that a significant percentage of individuals searching for education and training events from the United States are within the United States, unlike other geographies, where the search seems to be higher for international events.
The data in Figure 20 also indicates that the number of users searching for such events in 2022 is greater than in 2019, though the increase is modest.
But, what should be noted is the local demand for events happening within the US instead of exploring external markets. We expect this percentage to change in coming years, as shown in other countries grow, and user sellers explore new markets.
PRE-COVID VS. POST-COVID USERS FROM THE USA LOOKING FOR EVENTS OUTSIDE
Figure 21 illustrates users’ search patterns from the United States for events outside of the country, both before and after the COVID-19 pandemic.
Due to the high number of COVID-19 cases and travel restrictions in China, the country has recorded the lowest search percentage post-pandemic from the United States. This change in search patterns may indicate where US audiences are searching for potential investment opportunities or importing/exporting prospects.The disruption caused by the pandemic is reflected in these figures.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (INDIA)
Prior to the COVID-19 pandemic, 70% of Indian users, searched for education and training events being held within India.
As per Figure 22, the number of users looking for education and training events within India in 2022 is comparatively lower than the pre-covid level. It will be interesting to see if this trend continues. We can attribute this to a higher percentage of Indian companies exploring international events to either sell or source from.
Will big education and training events get rehosted in India in 2023? This trend might reverse. But it would be interesting to keep a close eye on it.
PRE-COVID VS. POST-COVID USERS FROM INDIA LOOKING FOR EVENTS OUTSIDE
Education and training events outside India were attracting an increasing number of visitors from India before the COVID-19 outbreak.
Figure 23 shows the pre- and post-covid users from India looking at events outside India. Two major points stand out. First, the United States has a significant increase in percent share.
So a lot of Indian businesses in this sector are looking towards America in this sector. It will be interesting to observe how the distribution of Indian visitors to these events changes in 2023, particularly with the encouragement from UAE to host large-format events and visa issues in the United States.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN THE (UK)
Figure 24 shows that 68.8% of users were looking for education and training events in the UK before covid-19.
In 2022, education and training searches within the UK soared to pre-pandemic levels and were slightly higher than pre-covid levels, as shown in Figure 21. Around 70% of the users from the UK searched for events locally, while others explored international markets.
(Note: It would be worth exploring how this compares with other EU countries.)
PRE-COVID VS. POST-COVID USERS FROM THE UK LOOKING FOR EVENTS OUTSIDE
Users from the UK actively search for education and training events in countries outside the UK. Figure 25 shows the pre and post-covid users from the UK looking at events outside the UK.
Countries such as Germany, Spain, Ireland, and the Netherlands have reached or are almost at pre-pandemic levels.
Regarding search percentage for education and training events, the United States was the top choice for users in the United Kingdom both pre and post covid.
However, the search percentage has dropped by approximately 3% post-covid. Besides the USA, user search from the UK is well spread across regions, and there is no major percent change in demand.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (CANADA)
In 2022, the percentage of users searching for education and training events in Canada has decreased by approx. 3%. This could be temporary due to covid restrictions and policies, but it might take a while for this demand to reverse.
In 2022, Canada successfully played host to many education and training events, proving the resilience and dynamism of a sector ready to rebound.
PRE-COVID VS. POST-COVID USERS FROM CANADA LOOKING FOR EVENTS OUTSIDE
Figure 27 shows pre- and post-covid users from Canada searching for education and training events outside the country.
What’s notable here is signs of an increase in interest in events happening in Italy and Australia. It would be interesting to note if any specific events caused this upsurge or if it is a long-term trend.
We should also watch how China opening up would affect the percent spread in 2023, as China lost almost all traffic in 2022.Overall, Canada seems to be highly dependent on USA events in this sector, with over 70% of users searching for events there consistently.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (DENMARK)
Before the COVID-19 pandemic, approximately 65% of education and training professionals from Denmark were seeking events within the country. As depicted in Figure 28, the percentage of users searching for education and training events has increased in 2022, surpassing the pre-pandemic search percentage.
This is an interesting trend with a significant change in pattern. Would Danish users continue to grow their demand for local events over shows happening in other regions? It would be worth tracking.
PRE-COVID VS. POST-COVID USERS FROM DENMARK LOOKING FOR EVENTS OUTSIDE
As per the data shown in Figure 29, a significant number of education and training professionals from Denmark have been searching for events outside Denmark to meet global manufacturers, suppliers, and distributors.
If we look closely, there seem to be some interesting changes in user demand in Denmark. Putting aside numbers from the US, new regions (Singapore, New Zealand, and Canada) gained market share last year while nearby counties like the UK & India have lost market share.
SEARCH QUERIES USED BY USERS TO FIND EDUCATION & TRAINING EVENTS
There have been a variety of keywords used by users to search for education and training events over the past year. The most common terms searched were”education fair 2022″, “mid valley education fair 2022”, “education fair 2022 Malaysia”, “education fair”, “education fair 2023”, and “education fair Penang 2022”.
Education fairs were particularly popular among users searching for events in IT and technology. Data suggest that users used diverse queries to find events relevant to their interests and requirements.
(Note: It is possible to discover interesting trends if we examine subsectors more closely and remove obvious keywords.)
EDUCATION & TRAINING EXHIBITORS
Education and Training event exhibitors typically showcase products, services, and solutions including educational institutions, training programs, technology providers, publishing companies, and consultancies. These events provide a platform for educators, trainers, and students to network, collaborate and discover innovative solutions in the education and training fields.
The COVID-19 pandemic had a significant impact on the education and training event industry in the past three years. Demand for exhibitor inquiries decreased significantly due to the pandemic and the need for social distancing measures. However, as the world gradually adapts to the new normal, there has been a gradual increase in demand for exhibitor inquiries in 2022.
One of the possible explanations for this trend is that some exhibitors had already paid for events in 2020, which were later rescheduled due to the pandemic.Additionally, new companies are still considering events as a viable marketing channel and are looking to showcase their products and services to the education and training industry.
The pandemic has caused significant disruption in the industry, leading to a decline in demand for exhibitors’ inquiries for events. However, the industry is expected to rebound and return to the pre-pandemic numbers by 2023. Additionally, the industry will continue to find new ways to innovate and adapt to meet the needs of exhibitors and attendees, ensuring that the industry remains vibrant and successful.
Disclaimer: All data, statistics, and metrics used in the report are collected and obtained from 10times.
CONCLUSION
The education and training event industry has shown resilience in the face of the COVID-19 pandemic by adapting to virtual and hybrid formats. As a result, the number of events held in 2022 has reached pre-pandemic levels in most regions. Our research indicates that the top five countries that hosted the most education and training events were the United States, the United Kingdom, India, Denmark, and Canada.
Post-pandemic, users have become more cautious about attending events outside of their home country due to health and safety concerns and travel restrictions, leading to increased searches for events within their own country. As a result, the United States has become a top destination for those looking to attend events outside their home country, with the highest number of searches for education and training events from other countries.
As the events landscape continues to evolve, the demands of attendees remain unchanged and may even have increased. As a result, event organizers must be proficient in various formats and tools to deliver events that meet elevated expectations.
This includes utilizing virtual and augmented reality technology, live streaming, and interactive features to enhance the attendee experience. Additionally, organizers must be able to effectively navigate the logistics of virtual and hybrid events, such as managing online registration and providing technical support for attendees.
10times’ event marketing solution can help you stay ahead of the competition by expanding audience reach and driving higher event attendance. Target and engage event professionals in real-time as they search for events, making it impossible for your event to be missed.
Contact marketing@10times.com today to learn more and request an industry or country-specific report.
FINDING THE RIGHT EVENT MARKETING SOLUTION
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DATA INTELLIGENCE & MARKET RESEARCH SOLUTION
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