The world as we knew it changed overnight. A virus spread, borders closed, and the global events industry—built on human connection—found itself at a standstill. With over a million confirmed cases at the time, COVID-19 was declared a global pandemic, forcing lockdowns, travel bans, and restrictions on gatherings. Events, festivals, conferences, and exhibitions—everything came to a halt. But in the face of uncertainty, the industry did what it does best: it adapted.
Mass Cancellations and Economic Fallout
From Glastonbury to the Olympics, SXSW to the Cannes Film Festival, the biggest names in entertainment, sports, and business were wiped off the calendar. It wasn’t just about disappointment; it was about livelihoods.
- Local economies hit hard – Cities that rely on annual events saw millions in lost revenue. SXSW, for example, contributes $359 million to Austin’s economy. Its cancellation left hotels, restaurants, and gig workers without income.
- Freelancers and event professionals left in limbo – In Glastonbury alone, months of setup work disappeared overnight, leaving contractors and suppliers without jobs.
- Companies forced to downsize – One-third of SXSW’s full-time staff were laid off. The same ripple effect hit countless events, leaving thousands unemployed.
The Rise of Virtual Events
With physical events impossible, the industry turned to screens. Webinars, live-streamed festivals, and virtual conferences became the new norm. Tech-driven adaptation led to:
- Gaming events moving online – E3, the world’s biggest gaming expo, was cancelled. Instead, companies like Microsoft shifted to live-streamed announcements.
- The music industry going digital – Miami’s Ultra Music Festival went virtual, bringing DJ sets directly to fans.
- Conferences finding a new format – Google Cloud Next, Adobe Summit, and Cisco’s annual event all pivoted online, making their content more accessible than ever.
Virtual events proved resilient. They saved brands, kept audiences engaged, and provided an alternative in an impossible situation. But let’s be honest—some things can’t be replicated online. A symphony orchestra doesn’t sound the same on a laptop. The roar of a stadium crowd? Unmatched. And business deals are still best made over a handshake, not a Zoom call.
The Long Road to Recovery
The events industry took a hit. A big one. And while technology softened the blow, nothing can replace real-life experiences. The road back wasn’t instant. Safety measures, social distancing, and uncertainty lingered. But resilience is in the industry’s DNA. Events returned, slowly but surely—redesigned, reimagined, and more adaptable than ever.
If COVID-19 taught the events world anything, it’s this: the need for connection will never go away. The formats may evolve, the challenges may change, but the power of bringing people together—whether online or in person—remains stronger than ever.
Looking to future-proof your events? Presso Network helps organisers create hybrid and digital-first experiences that thrive in any environment. Let’s build something great. 🚀