Lessons learned and looking ahead: the potential of virtual and hybrid Events

It is undeniable that the events industry has changed significantly as a result of the Covid-19 pandemic, and that a new landscape for the event industry has emerged as a result (Ziakas et al., 2021). One of the emerging landmarks of this new landscape is the rapid growth and development in technologically designed events, with the use of virtual, hybrid and Metaverse events setting new benchmarks in what is possible. Coupled with consumer confidence in embracing the digitalisation of events, the future appears rich and diverse, with greater choice and flexibility for audiences to select. Whilst this offers benefits for consumers it comes with additional pressures for event professionals to ensure the quality of the event experience is exceptionally well designed and delivered, be it live/in-person, virtual, hybrid or via the Metaverse. Therefore, there is still much work to be done by the event industry, event professionals, and event audiences, to aid in the continued development of events, particularly virtual and hybrid events.
In this concluding chapter, we examine the key learning points that have been explored throughout the chapters, and how event professionals can use this to benefit the development of future events. The chapter also explores some emerging themes and outlines some potential future research opportunities.