المعارض والمؤتمرات.. خُطى خضراء في دروب رقمية

In a world that is changing at an unceasing pace, exhibitions and conferences today stand at a critical crossroads where the boundaries of merely bringing people together and exchanging ideas transcend to become cultural beacons that bear the responsibility of building a new future based on sustainability, innovation, and humanity..

Environmental sustainability is a necessity that is embodied in every corner of these events, from green buildings that protect the earth and provide energy to eliminating single-use plastics, launching sustainable transportation initiatives, and implementing a zero-waste philosophy that transforms waste into non-existence, a direction that has been previously established.

As a message of hope and challenge, exhibitions announce to the world that humanity is capable of being a guardian of its planet, and that development and the environment are two sides of the same coin. Digital intelligence is the beating heart of these platforms, reshaping every experience and transforming data into a clear vision that facilitates movement, achieves intelligent interaction between the exhibitor and the visitor, and opens doors for hybrid platforms that combine reality and virtuality, expanding the horizons of participation and reducing environmental impact. It is the intelligence that embodies the concept of efficiency and innovation in the finest details of the moment, but the essence of this transformation lies in exhibitions and conferences.

According to the International Association of Exhibitions and Events report for 2023, more than seventy percent of organizing entities plan to integrate sustainability standards into their strategies by 2030. The digital transformation and artificial intelligence are at the core of the experience, as the acceleration of digitization has redefined the experience of exhibitions and conferences, making artificial intelligence, data science, and augmented reality essential elements for enhancing the visitor experience and achieving maximum operational efficiency. Smart recognition technologies enable tracking and analyzing crowd flows, measuring interaction, and connecting personalized recommendation systems based on artificial intelligence algorithms with visitors, exhibitors, and relevant content. Hybrid platforms that combine physical and virtual attendance enhance inclusive access and reduce environmental impact, while smart pavilions rely on the Internet of Things to collect and analyze data from equipment and spaces.

Finally, exhibitions and conferences have become tools of soft diplomacy and cultural messages that elevate communities, enhance individual awareness, and reflect their future role by promoting dialogue between cultures with diverse international participation and content that reflects shared human values. They empower youth, women, and people with disabilities through inclusive programs that provide them opportunities to showcase ideas and projects and embrace arts and innovation to create a cultural interaction that enriches societal awareness and enhances belonging. They also contribute to knowledge transfer and the internationalization of local content, as Saudi exhibitions allow local cultural products to access new markets within the framework of Vision 2030. The future of exhibitions and conferences is linked to their ability to adapt to the transformations of the era, integrate environmental sustainability with digital intelligence, and formulate humanitarian messages that express the aspirations of communities and the ambitions of nations, making the events industry a key partner in building a green economy, a knowledge society, and a human culture that seeks to elevate humanity and urban development together.