Nigeria
Event Industry Trends in 2024
The last time I reviewed the Nigeria
event industry trend was in 2018. Since then, a lot of developments have taken
place.
The approach I have taken
this year is to research using the AI tools. I asked this same question “What
are the event industry trends in Nigeria for 2024?” to OpenAI ChatGPT,
Google Bard and AskWay AI.
There is a convergence in the
responses that I received. So here are the major trends predicted.
Hybrid and Virtual Events: The
COVID-19 pandemic has accelerated the adoption of virtual and hybrid events.
Therefore in 2024, we can expect a mix of in-person and virtual elements in
events to cater to a wider audience and provide flexibility. Because Hybrid
events allow for broader participation and increased accessibility, this trend
of blending in-person and virtual experiences is likely to have continued dominance tis 2024.
As in the global
landscape, hybrid events will remain popular in Nigeria due to their
appeal to a wider audience, cost-effectiveness, and
flexibility. We expect to see more blended church events, corporate
conferences, Meetings, Seminars, Workshops, and even concerts with
both physical and virtual components.
Local and Cultural
Integration: The Events that integrate and celebrate local
culture are gaining popularity in Nigeria. These include incorporating
traditional elements, local cuisines, and entertainments that reflects the rich
cultural diversity of Nigeria.
While catering for
international audience is still relevant, there will be a strong focus on
creating immersive virtual experiences for local attendees and audience who
might not be able to attend in person due to financial or logistical
constraints.
Sustainability Practices: The
global focus on sustainability is growing and will definitely impact the event
industry in Nigeria as well. Event planners will increasingly begin to incorporate
eco-friendly practices such as reducing waste, using renewable energy sources,
encouraging responsible consumption, practicing green initiatives and promoting
environmental consciousness.
- The increased awareness about sustainability
will become a bigger talking point amongst event organizers and attendees
in Nigeria. Eco-conscious vendors, local sourcing of
materials, and carbon offsetting initiatives will be more prevalent.
- Creative solutions will be expected
in the area of innovative waste management strategies, reusable
materials, and energy-efficient setups. Additionally, there
might be a shift towards smaller, localized events to minimize travel
emissions and cost due to rising fuel cost.
Technology Integration: The
use of technology in events will continue to evolve. This is as a result of continued
advancements in event technology, such as virtual reality (VR), augmented
reality (AR), mobile apps, AI-powered chatbots and live streaming platforms.
These developments will play a significant role in enhancing event management,
creating immersive experiences and increasing captivating engagement.
- The rise of AR and VR has already
found its way into Nigerian events, enhancing experiences for showcasing
products, venue tours, and even cultural performances.
- The prevalence of secure and
convenient online ticketing platforms and cashless payment options has
become the norm and is promoting a smooth and efficient event
experience.
Customization, Personalization
and Engagement: Attendees will be seeking more personalized
experiences and event organizers are leveraging technology to tailor event
content, networking opportunities and meet-and-greet activities to align with
specific individual preferences and interests including personalized content
and experiences.
- Nigerian event organizers have
begun to leverage on data-driven approaches to technology to personalize
attendee experiences. Tailored recommendations, AI-powered
chatbots, and interactive elements will become more common.
- Focus on community building has been
increased thus fostering interactive networking opportunities that will be
crucial for both in-person and virtual attendees. This could involve
gamified experiences, online forums, and interactive Q&A
sessions.
Security, Health and Safety
Measures: Given the impact of the Global COVID-19 pandemic, the importance
of health, safety and security at events in Nigeria, will remain a priority. Therefore,
there will be ongoing emphasis on implementing robust measures to ensure the safety
of attendees. Event organizers will continue to implement protocols like
temperature checks, sanitization stations, and crowd management strategies,
strictly-by-invitation checks etc. to ensure attendee safety.
Collaborations and
Partnerships: Nigeria Event organizers will increasingly
collaborate with other global organizations, sponsors, local businesses and
influencers to promote events and create unique and impactful experiences. These
partnerships will help to expand reach, share resources, enhance event
offerings, create more value for attendees and offer diverse perspectives.
Innovative Venue Choices: Event
Planners are now exploring non-traditional and unique venues to host events,
providing attendees with impactful, memorable and distinctive experiences. This
pattern will continue in 2024. Venues will become more tech-friendly by providing facilities like Digital Signage, Fast Reliable Wi-Fi and Charging Stations.
Special Party Effects: The
event decorators will continue to up their game in 2024 with the influence of
party effects from China. 360 Degree Video Booths, Fog machines, Cold Spark
machine, Flame machines, Bubble and snow equipment, Confetti Blast machines,
Moving Heads lights, Laser lights, PAR lights, LED dance floor, CO2 and Foam
machines have made their way into the event space in Nigeria.
This trend will continue as
China keeps churning out new designs
Balloons have maintained
persistent presence in the decoration space and will continue the run into the
year 2024 and beyond.
To promote eco-friendliness
and green initiative, live plants are making their way into event spaces as
center pieces and decorations.
China’s strong influence into
the Nigeria event technology and decoration industry will continue way beyond
2024 as hitherto unaffordable event industry items are not available at a more
affordable cost through China.
Photo: Courtesy of eCache Events
Other Noteworthy
Trends:
- There will be increased focus and
priority on local content and talent such as promoting Nigerian
artists, musicians, comedians and speakers; celebrating the
country's rich cultural heritage.
- The growth of bleisure (coined from the words Business and Leisure) travels
that combines business events with leisure activities will be attractive
to attendees, encouraging tourism and boosting local economies.
- The rise of niche events leading
to events catering to specific interests and communities, such as
gaming tournaments, food festivals, and fitness
workshops, will gain traction.
Generally, these are just some of the anticipated trends and the Nigerian event industry is constantly evolving. By staying informed and adapting to these changes, event organizers can create successful and memorable experiences for their audiences in 2024 and beyond.