When Victoria Beckham sends her models down the London catwalk on Sunday, many o...
LONDON - When Victoria Beckham sends her models down the London catwalk on Sunday, many of her most important clients will not be sitting in the front row but following from afar as the coronavirus outbreak hobbles international events.
The disruption is more serious for others, with dozens of large trade fairs and industry conferences postponed in Asia after airlines cancelled flights and companies curbed travel. By Friday 1,380 people had died of the new coronavirus, with 63,851 infected, the majority of which were in China.While cancellations will undoubtedly hit short-term economic output, the global exhibitions and events industry has proved to be remarkably resilient in the face of previous challenges such as SARS, the global financial crisis and the ash cloud that disrupted flights in 2010.
When a major event such as the financial crash forces companies to reduce the number of staff they send to a trade fair, the hunt for sales generally means they still attend in some form. And when tougher times force a sector’s third or fourth biggest event out of business, it often makes the leading shows even more important.
Holding so-called virtual exhibitions would enable attendees to cut back on spending and travel, an issue that is becoming more important as companies and consumers rein in flying, in part due to environmental concerns.
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