Throughout the last year, while much of the world was locked down and at home, the UAE has continued to maintain a subdued, but effective, live event program that delivered highly innovative physical and virtual engagement. However, as many markets drive the vaccine rollout and hope for some sort of return to ‘normality’, we look at what this means for a return to the more extensive live event programmes that so many people crave. Indeed, there is a recognition that the Middle East may be the first post-Covid economy.
So, what immediate futures can marketers learn from the region’s front-foot approach to keeping us connected? How can they ensure that they deliver strong commercial v
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