——訪國際大會與會議協(xié)會（ICCA）第一副主席法國巴黎展覽館集團（Viparis） 銷售副執(zhí)行總監(jiān)  Marta Gomes

疫情持續(xù)影響全球會展業(yè)。國際大會與會議協(xié)會（ICCA）第一副主席Marta Gomes女士在接受《會議》雜志專訪時表示，她仍然看好未來國際會議市場的恢復形勢，特別是中國市場，相信也會在聚焦本地和國內(nèi)市場的同時，加快對國際市場的開放程度。此外，2024年第33屆夏季奧林匹克運動會將在巴黎舉辦，Marta Gomes也認為這將為巴黎會展帶來更多機遇，作為法國巴黎展覽館集團（Viparis） 的銷售副執(zhí)行總監(jiān)，她也表示，將會與中國的更多場館進行溝通和互動，共同面對當前和未來的挑戰(zhàn)。

M：在國際大會與會議協(xié)會的統(tǒng)計中，2019年-2022年，國際會議受到新冠疫情影響較為嚴重。目前國際會議市場正在逐漸恢復，您怎么看待接下來國際會議活動的恢復情況？

Marta Gomes：為應對新冠疫情，各國采取了多項措施，如旅行限制、邊境封鎖和限制聚集等，許多會議、展覽和研討會因此被取消，這迫使會展行業(yè)開發(fā)虛擬或線上活動，尋找交流信息和傳遞知識的新途徑。

但是，會議組織者和與會者很快認識到，會議不僅僅是交流知識和內(nèi)容，與其他與會者的交流和互動也是參與活動的重要部分。線下活動會帶來意想不到的機會，有助于促進合作和建立社群：因此參加線下活動是值得投入的。

這在我們今年舉辦的活動中有所體現(xiàn)，我們與其他場館的交流過程中也得出了類似的結論：主辦方和與會者都迫切希望組織和參加會議、展會、企業(yè)活動等線下活動。2022年，許多場館舉辦的活動多于2019年，觀眾參與度也比2019年高。其中最成功的活動是那些滿足與會者預期并進行重新設計的活動。

M：法國巴黎展覽館集團（Viparis）是法國最大的會議和展覽中心管理集團之一，在管理和運營會展場館和特色場地領域，具有專業(yè)而且獨特的經(jīng)驗，在面對全球商務活動遭受影響之后逐漸恢復的現(xiàn)實情況下，您認為專業(yè)會展場館在管理和運營方面應當如何應對？

Marta Gomes：對于全世界的場館來說，2020年和2021年是非常艱難的兩年。我們的收入受到嚴重影響，員工面臨被解雇的風險，我們采取措施盡可能減少損失。對于我們來說，在應對危機的同時，思考未來的發(fā)展并為之做好準備也是很重要的。我們與客戶、合作伙伴和其他利益相關者共同思考主辦方、展商和專業(yè)觀眾對場館的需求。我們新的解決方案聚焦以下四個方面：

安全——履行必要的安全措施，使參會者安全舒適地參加活動。

數(shù)字化——在增強現(xiàn)實（AR）活動能力方面進行投資，使演講者和與會者不必現(xiàn)場參加活動，活動結束后還可以分享活動內(nèi)容，創(chuàng)造全年參與度。

社區(qū)和體驗——與當?shù)厣鐓^(qū)建立更密切的聯(lián)系，創(chuàng)造新穎的文化和沉浸式體驗，吸引當?shù)赜^眾和與會代表。

可持續(xù)性——努力打造零排放場館，提供定制方案以組織更多的可持續(xù)活動，為當?shù)亓粝鲁志玫纳鐣绊憽?/p>

M：2024年，第33屆夏季奧林匹克運動會（Games of the XXXIII Olympics）將在巴黎舉辦，您認為2024年將會為巴黎的會議展覽業(yè)帶來怎樣的利好發(fā)展機遇？

Marta Gomes：下一屆夏季奧林匹克運動會將于2024年在巴黎舉辦，對此我們感到非常興奮和自豪。2024年巴黎奧運會將成為承擔經(jīng)濟、社會和環(huán)境責任的盛大活動。2024年巴黎奧運會將活動遺產(chǎn)和可持續(xù)發(fā)展作為其項目的核心，以惠及主辦地區(qū)，為當?shù)仄髽I(yè)創(chuàng)造機會，達到碳足跡僅為前幾屆奧運會一半為目標，同時堅持循環(huán)經(jīng)濟原則，增強體育在人們生活中的影響力，并通過體育促進教育、參與、包容、平等和環(huán)境改善。

巴黎的會展行業(yè)也將從中受益：

更好的交通環(huán)境：巴黎正進行重要投資，以改善場館的交通可達性，其中包括：開通一條通往奧利機場的地鐵線；開設通往巴黎會議中心的新電車和郊區(qū)列車路線；巴黎北部場館的交通可達性會更好。

可持續(xù)性：2024年巴黎奧運會致力于組織最可持續(xù)的賽事，創(chuàng)造可在國際社會復制的可持續(xù)模式，并與其他國際活動組織者分享。

創(chuàng)造就業(yè)機會，提高技能和包容度：2024年巴黎奧運會希望促進當?shù)鼐蜆I(yè)和技能提升，特別是最弱勢的群體，并幫助小企業(yè)和社會企業(yè)發(fā)展。這也將影響賽事的生態(tài)系統(tǒng)，為人才發(fā)展和當?shù)毓緞?chuàng)造機會。

M：越來越多的中國企業(yè)加入到國際大會與會議協(xié)會（ICCA）大家庭中，您怎么看待中國的會議和展覽市場發(fā)展情況？

Marta Gomes：據(jù)ICCA統(tǒng)計，過去10年來，中國的會展市場穩(wěn)步發(fā)展，許多新成員加入ICCA并活躍在我們的社群。有跡象表明旅行限制正在逐步取消，這是重新在中國舉行國際活動的必要條件。我們在世界的其他地區(qū)可以看到，市場恢復可能會相當快，首先聚焦當?shù)睾蛧鴥?nèi)的市場，然后回歸國際市場接待國際活動。

M：未來，法國巴黎展覽館集團將會有哪些與中國的場館管理運營企業(yè)進行互動或交流的計劃？

Marta Gomes：對我們來說，正如ICCA社群在世界各地的許多企業(yè)一樣，參與國際合作和知識共享是我們成為會員的重要原因。中國建造了很多大型的現(xiàn)代化場館，這些專業(yè)知識可以同世界各地的城市和場館運營商分享。面對當前和未來的挑戰(zhàn)，大家能夠交流互鑒、分享洞見、貢獻更多價值。

英文原版采訪：
Marta Gomes：Physical events are worth the investment. 2024 Olympics creates new opportunities

Interview with Marta Gomes，Deputy Executive Director of Sales Division of Viparis，1st Vice President of ICCA

COVID-19 continues to affect the global events industry.  Marta Gomes, First Vice President of the International Congress and Conference Association (ICCA), said in an interview with Meetings China that she is still optimistic about the recovery of the international conference market in the future, especially the Chinese market. She believes that China will accelerate its opening to the international market while focusing on the local and domestic market.  In addition, the 33rd Summer Olympic Games will be held in Paris in 2024. Marta Gomes also believes that this will bring more opportunities for Paris events industry. As the deputy executive director of sales of Viparis, she also said that she will communicate and interact with more venues in China.  To face current and future challenges together.

MeetingsChina：According to the statistics by ICCA, international conference market has been impacted severely by COVID-19 from 2019 to 2022. Now the international conference market is looking toward recovery. Would you please share your insights about the future recovery of international conferences?

Marta Gomes ：The global spread of COVID-19 pandemic and the measures taken to combat it, such as travel restrictions, closed borders and gathering bans, led to cancellations of many conferences, exhibitions, meetings and workshops. It also forced communities to identify new ways of exchanging and transferring the knowledge by developing virtual and online formats.

However, organisers and attendees quickly realized that a conference isn’t only about exchanging knowledge and content, but that networking and interaction with other delegates are an important component of attending events. In-person events drive the kinds of unplanned encounters which are conducive to creating collaborations and building communities: travel to events is worth the investment.

This is reflected in the events being held in our venues this year, and discussions I’ve had with other destinations across the world are similar: there is a strong desire to organise and attend in person gatherings, whether they are conferences, exhibitions or corporate events. Venues in many parts of the world are hosting as many or more events in 2022 than they did in 2019, with attendance levels that are higher than expected. The most successful events are those who are adapting to the new attendee expectations and rethinking their event design and purpose.

MeetingsChina：As one of the largest conference and exhibition venue management groups in France, Viparis has unique experience and expertise on operating and managing venues and special events facilities. Can you give some suggestions to the venues while the business events were severely impacted, and are gradually recovering?

Marta Gomes ：2020 and 2021 were very difficult years for us as for venues around the world. Our revenues were severely impacted, our staff furloughed and we took measures to reduce costs wherever possible. While dealing with the crisis, it was also important for us to have people in our teams thinking about and preparing for the future. We worked with our customers, partners and stakeholders to imagine what would be the needs of organisers, exhibitors and attendees coming back to our venues. Our new solutions focused on 4 areas: 

Safety – putting in place the necessary safety protocols to welcome audiences safely in our venues, and make them feel comfortable attending events

Digital – investing in capabilities to allow for augmented reality events, where speakers and participants don’t necessarily have to be onsite, and where content can be shared also after the event and create year-round engagement

Community & Experience – connecting more closely with our local communities, and creating novel cultural and immersive experiences to attract visitors from the city and offer delegates an extra reason to visit

Sustainability – working towards net zero carbon in our venues, and offering customized solutions to organise more sustainable events that leave a lasting social impact on the destination.

MeetingsChina：In 2024, Paris will host the Games of the XXXIII Olympiad and welcome athletes and visitors across the world. Many venues of Viparis will serve for Paris 2024 Summer Olympics as the competition venues and the press center, so what new opportunities will the Olympics Games bring for Viparis and the events industry in Paris?

Marta Gomes ：We are proud and excited to host the next Summer Olympic and Paralympic Games in Paris in 2024. The Paris 2024 Games will be an ambitious and spectacular celebration that champions economic, social and environmental responsibility. Paris 2024 positioned legacy and sustainability at the heart of its project to benefit the host regions, open up opportunities for local businesses, have half the carbon footprint of previous editions, embrace circular economy principles, increase the reach of sport in people’s lives, and promote education, engagement, inclusion, equality and environmental transformation through sport.

The events industry in Paris will greatly benefit as well:

Better transport: Paris is undergoing major investments which will improve accessibility to venues: a metro line to Orly airport opening for the games; a new tram and suburban train to Palais des Congrès; better accessibility to venues in the north of Paris

Sustainability: Paris 2024 aims to organise the most sustainable games ever, and plans to make its sustainable model of organising major events reproducible internationally and to share it with other international organisers

Job creation, upskilling and inclusion: Paris 2024 wants to encourage local employment and skills improvement, particularly for the most disadvantaged, and help small business and social enterprises. This will also impact the events ecosystem creating opportunities for talent development and local companies.

MeetingsChina：More and more Chinese enterprises have joined ICCA community. What do you think about the development of the conference and exhibition markets in China?

Marta Gomes ：The events market in China saw a constant growth in the last 10 years, as shown by the ICCA statistics with a steady growth over the 2010-2019 period, and many new members joining and becoming active in our community. There are some positive signs of travel restrictions lifting, necessary for restarting to host international events in China. We have seen in other regions of the world that recovery can be quite fast, focusing first on local and national markets before expanding back to international.

MeetingsChina：How is the plan of Viparis to interact and cooperate with China’s venues in the future?

Marta Gomes ：For us, as for many companies in the ICCA community around the world, international collaboration and knowledge sharing is an important part of why we become a member. China has invested heavily in building the largest and most modern venues, this expertise can be shared with cities and venue operators around the world. There is a lot of value in being able to have open conversations and sharing ideas and solutions to current and future challenges.