After our previous editorial in which we had already summoned him, this new nod to Marcel Proust obviously has no connection with his work in the lines that follow, but we thought it amusing to draw a certain parallel with the return to business of the world of professional platforms after the Covid tsunami, in this so complex world that everyone can only observe, wherever they are, wherever they live, whatever their activity. However, we all know that some sectors are more sensitive than others to the convulsions of modern society. Trade shows are obviously at the forefront of this trend.

And so, all the gates in the world are now open again, without the slightest health constraint. The major platforms are full again, and visitors are flocking to them as if those difficult years had never happened. But is all for the best in the best of worlds? That's going a bit too far. While the big machines that are the major international trade shows have made exceptional efforts to return to their former levels, they remain no less vigilant. While the statistics give organizers real cause for satisfaction, in terms of both attendance and exhibitor numbers, it's also true that there are other problems and threats hanging over their good health. First of all, the global economic situation is in turmoil, with every continent facing severe difficulties in the form of inflation, a slowdown in consumer spending, and the icing on the cake a war in the heart of Europe, the outcome of which nobody is yet in a position to predict, but the consequences of which are already weighing heavily on the fluidity of trade, with the corollary of a redefinition of the cards of interstate diplomacy, and a threat to peace.
Nor should we forget that globalization, as we knew it before 2020, is no longer the same. The race for the free movement of goods and commodities has certainly not been halted, but it is being seriously questioned. The resurgence of protectionism and its side-effects is something that everyone will have to come to terms with. Added to this is the rise in environmental demands, global concerns about global warming and the complexity of the energy transition. In short, the picture is not a happy one.
This is the context in which trade shows will have to evolve. However, organizers are not newcomers, especially those for whom internationalization is an essential element of their business model. The leaders have already taken all these parameters into account and are adapting accordingly. In any case, everyone is ready to face these new challenges.
To date, however, all this is hardly visible. The euphoria of the reopenings, energized by the pleasure of finally communicating face-to-face, has boosted attendance to date. The phenomenon is universal, which just goes to show what a social animal human beings are. Visitors are back in droves, and so are exhibitors. Some events have even achieved record results, while others are looking forward to similar results to 2019, as if nothing had happened.

But does this mean that the future will be just as bright, given the threatening clouds on the horizon? Will this enthusiasm continue in the coming year? These are all questions worth asking. It's reasonable to assume that the major international events will remain unmissable benchmarks. Nevertheless, changes are appearing. Here and there, we are seeing the emergence of a new phenomenon: more targeted trade shows aimed at a more local audience, in response to a slowdown in globalization and the associated meetings. However, the success of nationally-targeted platforms is an indication of this trend. The phenomenon of hybrid trade shows, half "physical", half online, has also emerged.
Who can predict the future? But we can be sure that the world of trade shows is not about to disappear. It has seen many changes over the decades, even centuries. It will be able to adapt, and will continue to tell us wonderful stories.