During the last five years, the science and research industry has experienced remarkable growth due to technological advancements, increased government funding, and a growing demand for scientific solutions to global challenges. As a result, science and research events have become increasingly important for industry professionals to learn about the latest developments and gain valuable insights from leading experts in the field.
In recent years, the growth of the science and research industry has been reflected in the attendance and scope of these events. With over a million professionals participating annually, these events have become important forums for the industry to come together and address the most pressing challenges and opportunities.
The COVID-19 pandemic had a significant impact on the science and research events industry in early 2020, leading to the postponement or cancellation of numerous events. Despite these challenges, virtual platforms allowed event organizers to continue offering attendees educational and networking opportunities, helping maintain engagement and interaction within the industry. 2022 saw a mix of virtual, in-person, and hybrid events emerging.
The industry has since adapted to this new normal, offering a blend of virtual and in-person events to cater to the diverse needs of attendees. In addition, the mix of formats has allowed for greater accessibility and collaboration, paving the way for a bright future for the science and research events industry.
The time between early 2020 till end of 2021 can be seen as the Covid period for this report. We compare pre-2020 and post-2021, as pre and post-period, to see where we are and the road ahead.
SCIENCE AND RESEARCH EVENTS OVERVIEW
The science and research events industry has experienced significant growth in recent years, driven by technological advancements and the need for scientific solutions to global challenges. This has created new opportunities for collaboration, networking, and innovation within the industry.
Science and research events are essential platforms for professionals to gather, share knowledge, and forge partnerships. These events offer a wealth of expertise and experience from around the world and provide opportunities for networking and collaboration.
However, the COVID-19 pandemic significantly impacted the industry, as it heavily relied on in-person events for product launches, displays, and relationship building. The sudden cancellations, postponements, or transition to virtual formats required adaptation from all stakeholders in the industry.
Despite these challenges, the industry has rebounded. In 2022, events returned to in person formats with full force, while some leveraged hybrid formats to cater to the diverse needs of attendees. This combination of formats has allowed for greater accessibility and collaboration, positioning the science and research events industry for continued growth and success in the future.
This report will provide an overview of the number of events in the industry as a comparison metric to assess the state of events returning to normalcy post-covid and also analyze them across several key regions and other relevant trends. The core focus of the report is to access pre vs. covid status and the way forward.
(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).
SCIENCE AND RESEARCH EVENTS TRENDS
As shown by the data in Figure 1, there has been a significant increase in the number of science and research events over the last five years. These events provide attendees with opportunities to connect and engage with leading innovators, companies, and specialists in the industry.
It is noteworthy that the number of events that have occurred post-COVID is greater than before the pandemic, as indicated by the data shown in Figure 1. This increase is likely due to the cost-effectiveness and broader reach of virtual events, which event organizers utilized in response to the pandemic restrictions.
Despite the sudden shift to virtual or hybrid formats for events in 2020 due to the COVID-19 pandemic, the significance of these gatherings for science and research companies did not decrease. For many companies, these events were already an integral part of their marketing strategies and continued to play a crucial role in promoting their products and services and fostering industry connections.Â
The following charts depict trends in science and research events within various countries, according to 10times data. The United States has traditionally hosted a larger number of B2B events compared to other regions, as depicted in Figure 2. Also, India has recorded more than 70% growth in the number of events hosted, signaling a positive sign for the industry as a whole.
SCIENCE AND RESEARCH TRADE SHOWS
As shown in Figure 3, thousands of science and research trade shows were over the last five years. The data shows an increase in the number of trade shows hosted in 2022 compared to 2019, albeit with a slight uptick. This increase can be attributed to the rise of virtual event platforms, which provided an easy, cost-effective, and accessible way for organizers to host events during the COVID-19 pandemic.
The charts below depicts the trend of science and research trade shows held in five major regions over the past five years. It highlights the number of events and audience size for each region. It is noteworthy to observe the speed at which each region has recovered regarding the number of events being held.
The data in Figure 4 shows the trend of science and research trade shows held in the United States over the past five years. Despite a dip in numbers due to the COVID-19 pandemic, the adoption of virtual and hybrid formats has allowed for continued engagement and interaction in the industry. It is projected that the number of trade shows in 2023 will exhibit growth and surpass the level seen in 2019.
The data in Figure 5 shows that India recorded more than 80% growth as the country hosted more science and research trade shows in 2022 compared to the pre pandemic years. This increase in events suggests a growing demand for such events in India and a sign of the country’s progress in catching up with other regions in terms of industry size and the number of large events.
The data in Figure 6 shows that the UK has seen a surge in the number of science and research trade shows after the pandemic. The increase in the number of events is likely due to the shift to virtual and hybrid formats, which allowed event organizers to reach a larger audience through virtual delivery while still providing in-person networking opportunities. This trend highlights the importance of these events in the UK and the continued growth of the science and research industry.
Figure 7 illustrates the number of science and research trade shows held in Denmark for the past five years. While the base is a lot lower compared to other countries like US and UK, Denmark seems to be grown when comparing 2019 with 2022.
SCIENCE AND RESEARCH CONFERENCES
The data in Figure 8 provides insight into the trend of science and research conferences held in the past five years across multiple regions. Despite the challenges posed by the pandemic, the number of conferences hosted has increased and is predicted to continue growing in 2023. This seems to be due to the feasibility and acceptability of some conferences continuing as virtual only.
Figure 8 shows the number of science and research conferences held during the past five years. Overall post-covid numbers have shown a steady growth trajectory, and the trend is expected to grow in 2023.
According to Figure 9, thousands of science and research conferences have been held in the United States over the past five years. As illustrated in Figure 9, the USA is yet to surpass 2019 in terms of the number of conferences held post-covid.
Figure 10 shows the number of science and research conferences held in India over the past five years. Hundreds of science and research conferences were scheduled for 2020, but most got either cancelled or switched to virtual.
The number of conferences hosted in India is increasing steadily post-covid and has already exceeded the 2019 number. Unlike pre-covid events, which were primarily in person, post-covid events incorporated in-person and virtual elements.
Figure 11 shows the trend of science and research conferences held in the UK in the past five years. The UK has hosted fewer conferences post-pandemic compared to pre-pandemic times.
Figure 12 depicts the trend of science and research conferences held in Denmark over the past five years. Although the number is lower compared to the US and UK, with the increased demand for industry conferences, the number of conferences is expected to grow and surpass the 2019 numbers in response to the growing demand for industry conferences.
NEW EVENTS HOSTED PRE-COVID VS. POST-COVID
The findings in Figure 13 indicate that in 2019 a large number of new science and research events were hosted globally. However, in 2022, the number of new events hosted has not yet returned to pre-COVID levels. This slowdown in growth is due to the ongoing recovery and rescheduling of events that were postponed or canceled due to the pandemic.
Event organizers are currently focused on getting their previously scheduled events back on track, leaving less time and resources for creating new event IPs. The pandemic has also led to a shift towards virtual and hybrid events, further contributing to the slower growth of new events.
The fall in the number of new events due to the pandemic is not unexpected, as many events were either cancelled or postponed. There are indications that the number of science and research events (old events getting rehosted and new events launched) in 2023 will increase, keeping pace with fast innovation in this sector.
EVENTS REHOSTED PRE-COVID VS. POST-COVID
It is crucial to consider bi-annual cycles when analyzing event hosting trends. Also, when an event is re-hosted, it means it is held in the same city as its previous edition. On the other hand, if an event is held in a different city, it is considered part of the same event series, but a separate event on the 10Times platform.
This distinction is important in understanding the event hosting trend. As depicted in Figure 14, pre-COVID, approximately 31.2% of events were re-hosted annually. However, in 2022, this trend underwent a significant change with the percentage of re-hosted events rising to 77.5%.
This surge in the percentage of re-hosted events in 2022 can be attributed to several factors, including:
1. Organizers waiting out 2020-2021 to rehost their event in-person event. (Note: If an older edition of an in-person event is rehosted as a hybrid, it’s considered the same event with a new edition on the platform).
2. Many event organizers, who earlier were not rehosting their events, went ahead with hosting it virtually to leverage the cost advantage offered by the format.
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 SCIENCE AND RESEARCH EVENTS
Science and research events are a hub for visitors from diverse regions to discover new advancements and innovations in their respective fields. These events bring together experts, researchers, and practitioners from around the world, providing a unique opportunity for attendees to learn from leading experts and network with their peers.
The information in Figure 16 reveals that before the COVID-19 pandemic, most science and research events were searched for in Asia, followed by the Americas, Europe, and Africa. The pattern of event searches has remained unchanged on 10Times, with a slight shift observed in the market share. There has been an overall increase of 8% in Asia’s share, while the Americas’ share has decreased by 2%.
Figure 17 illustrates the overall percentage of people searching for science and research events in Asia has gone up. This data highlights the continued popularity of science and research events in Asia, even in the wake of the pandemic.
The increase in Asia’s market share could be attributed to the region’s growing scientific and technological advancements and the increasing demand for such events in the region. The slight decrease in the Americas’ market share may be due to the impact of the pandemic on event planning and attendance in the region.
COUNTRY WISE SEARCH TRENDS FOR SCIENCE AND RESEARCH EVENTS
The information presented in Figure 18 compares the regional breakdown of searches for science and research events before the COVID-19 pandemic. The data shows that before the pandemic, the United States had the highest number of searches, with a percentage of 47.69%, followed by India and other countries.
However, after the pandemic, the situation changed, with the percentage of searches from individual participants in the United States and other Asian countries such as Singapore increased.
Figure 19 compares the search percentage across major countries after the COVID 19 pandemic. The data suggests a decrease in searches from India. The reason behind this dip is unclear and requires further analysis. Our R&D team is doing some qualitative research to get more clarity on the same.
PRE-COVID VS. POST-COVID TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY (USA)
Figure 20 shows that a significant percentage of individuals from the USA searched for science and research events within the United States. It highlights that the majority of individuals searching for such events are located within the US. In contrast, for other regions, where the search for international events seem to be higher.
The data also indicates that the number of users searching for science and research events was slightly higher in 2019 (compared to 2022). We expect this percentage to change in coming years, as users explore new markets for investment opportunities.
PRE-COVID VS. POST-COVID USERS FROM THE USA LOOKING FOR EVENTS OUTSIDE
Figure 21 shows the pre and post-covid users from the US looking at events outside the USA. As a result of the high number of COVID-19 cases and travel restrictions in China and Japan, these countries recorded the lowest search percentage post-pandemic from the US. Post-pandemic, countries such as Canada, France, Germany, and Mexico have gained market share. 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, 63.7% of Indian users, searched for science and research events within India. Figure 22 shows a decrease in the number of users searching for science and research events within India in 2022 compared to pre-covid levels.
This could be due to an increase in Indian companies participating in international events for sales or sourcing purposes. It remains to be seen if this trend will continue in 2023 in case big science and research events will be re-hosted in India. But it would be interesting to keep a close eye on it.
PRE-COVID VS. POST-COVID USERS FROM INDIA LOOKING FOR EVENTS OUTSIDE
Figure 23 illustrates the trend of Indian users searching for science and research events outside India pre and post-COVID-19. A noticeable decline in demand for events in China is observed, which may be due to COVID restrictions and policies in the country.
However, an increase in demand for events in Canada, Australia, South Korea, and France is observed, indicating that many Indian businesses in this sector are seeking opportunities in these markets. The distribution of demand in 2023 will be worth observing, especially with the growth of large events in Dubai and visa challenges in the US.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN THE (UK)
Figure 24 shows that 45.8% of users were looking for science and research events in the UK before covid-19.
Figure 21 demonstrates an increase in the number of science and research searches within the UK in 2022, reaching pre-pandemic levels and even surpassing them slightly. It can be concluded that the demand for science and research events is evenly split in the UK, with 47.8% of users searching for events locally and the rest exploring international options. It would be valuable to compare these results with those from other EU countries.
PRE-COVID VS. POST-COVID USERS FROM THE UK LOOKING FOR EVENTS OUTSIDE
Users from the UK actively search for science and research 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 the US, UAE, Netherlands, and Germany have reached or are almost at pre-pandemic levels.
In addition, with a high number of cases in China, the COVID-19 pandemic greatly affected the Asia Pacific (APAC) events market. Regarding search percentage for science and research events, the United States was the top choice for users in the United Kingdom both pre- and post-covid. Besides the USA, user search from the UK is well spread across regions, and no significant percent change in demand besides Switzerland, Japan, and China.
PRE-COVID VS. POST-COVID USERS TRENDS – USERS LOOKING FOR EVENTS WITHIN THE SAME GEOGRAPHY IN (CANADA)
In 2022, science and research searches within Canada exceeded pre- pandemic percentage, as shown in Figure 26. Overall, we can say it’s an even split. Around 47.2% of the users from Canada searched for events locally, while others explore international markets. Science and Research events are gaining more recognition among professionals in Canada. Canada has a strong tradition of excellence in science and research, and the country has seen significant growth in these areas in recent years.
PRE-COVID VS. POST-COVID USERS FROM CANADA LOOKING FOR EVENTS OUTSIDE
Figure 27 shows pre- and post-covid users from Canada searching for science and research events outside the country. What’s notable below is signs of an increase in interest in events in France and Singapore. 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. Overall, Canada seems to be highly dependent on USA events in this sector, with over 53.57% of users searching for events there consistently.
SEARCH QUERIES USED BY USERS TO FIND SCIENCE AND RESEARCH EVENTS
During the past year, various search queries were used by users to find science and research events. Our research found that the most frequently searched terms were “science city trade fair,” “science city trade fair 2022,” “trade fair science city,” “science city mela,” and “mega trade fair science city.”
Users looking for events in the science and research sector were particularly searching for science trade fairs. The data suggests that users utilized different queries to discover events pertinent to their specific interests and requirements within the industry.
(Note: Interesting trends can emerge if we look closely at sub-sectors and remove the obvious keywords mentioned above.)
SCIENCE AND RESEARCH EXHIBITORS
Science and research industry professionals actively look for industry events to showcase their innovative products & solutions. The science and research events cover the end-to-end supply chain and allow exhibitors to meet key industry stakeholders, investors, etc., from every area of the science and research industry.
COVID-19 led to a significant decline in demand for exhibitor inquiries for science and research events over the past three years. However with the rapid technological advancements, increased government funding, and a growing demand for scientific solutions, it is expected to rise significantly in 2023.
Some potential internal explanations for this decrease are:
1. Exhibitors already paid for 2020 shows in 2019 (which for rescheduled).
2. Not enough new companies are still looking at events as a viable marketing channel.
Overall, the decrease in Science and research event exhibitors in 2022 is not unexpected, given the effects of the pandemic. While this decrease may be a temporary setback, it is imperative to note that the science and research events industry is resilient and continues to innovate and adapt to the changing landscape. While the overall count has not reached 2019 numbers, Science and research events are expected to rebound and meet 2019 numbers in 2023.
Disclaimer: All data, statistics, and metrics used in the report are collected and obtained from 10times.
CONCLUSION
Despite the challenges posed by the pandemic, the Science and research event industry has proved its resilience and continues to thrive. The innovative shift to virtual and hybrid formats has allowed the Science and research event industry to maintain its presence and continue to bring together professionals and experts in the field. Our research indicates that the top five countries that hosted the most Science and research events were the United States, the United Kingdom, India, Denmark, and Japan.
All these regions have fully recovered with respect to the number of events held before the pandemic. Search trends also indicate that post-pandemic, users are primarily searching for Science and research events within their own countries due to concerns about health and safety, uncertainty surrounding COVID-19, and travel restrictions.
The United States has emerged as a top destination for events outside of a user’s home country, with the highest number of searches for Science and research 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.
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