迎接未来：在后新冠肺炎时代，大型活动应如何转变以取得成功

in collaboration with The World Government Summit is a global platform dedicated toshaping the future of governments worldwide. Each year, the Summitsets the agenda for the next generation of governments with a focuson how they can harness innovation and technology to solve universalchallenges facing humanity.The World Government Summit is a knowledge exchange center at theintersection of government, futurism, technology, and innovation. Itfunctions as a thought leadership platform and networking hub forpolicymakers, experts and pioneers in human development.The Summit is a gateway to the future as it functions as the stage foranalysis of future trends, concerns, and opportunities facing humanity.It is also an arena to showcase innovations, best practice, and smartsolutions to inspire creativity to tackle these future challenges.To Inspireand EnableThe Next Generationof Governments01World Government Summit Table of ContentsIntroductionThe Megaevent ChallengeThe Megaevent of the FutureApproach to Measuring the Full Impact of a MegaeventTechnology, a Game Changer?What needs to be done to Adapt to this New World?ConclusionTopics 01101823313640 Hazem GalalGlobal Cities and Local Government LeaderPwC Middle Easthazem.galal@pwc.comMounir KabbaraSenior Manager, Government and Public SectorPwC Middle Eastmounir.kabbara@pwc.comAuthors Chapter 1Introduction07 Imagine attending a large-scale event — a sports tournament,an industry fair or music festival — in 2030. You are one of afew participants that have chosen to book a flight and travel toattend, three time zones away, in person. Most participants areconnecting from their homes around the globe. Organizers havechosen to provide an enhanced virtual experience, possibly in theMetaverse.Driverless VIP pickup limousines shuttle people from the airportto the venue. Most of the exhibitors’ stands are staffed by robots,and high-tech vending machines offer products to in-personvisitors. Face recognition cameras are deployed as a substitutefor regular ID checks and to reduce waiting times in queues.In order to minimize public health risks — a new infectiousdisease outbreak has affected the host country’s neighbor— communal eating areas are closed and 3D-printed food isserved. Augmented reality is deployed to provide attendees withadditional information about the event, enriching their overallexperience.As futuristic as this may seem, this new, restricted world of“megaevents” may not be as strange and limiting as it may firstappear. Events with virtual elements have managed to attractnew participants even amid the current COVID-19 pandemic:GITEX in Dubai in December 2020 offered virtual tickets whichwidened the audience. In 2021, the World Economic Forum –typically held in person at the Swiss ski resort of Davos – wasentirely virtual. In the United States, the National FootballLeague (NFL)’s annual Super Bowl went ahead at a stadium inFlorida at 20% capacity under a plan arranged with public healthauthorities, with masked fans seated mostly in pods of two orfour people.1In fact, we expect some version of the scenarios describedabove to be the norm for the megaevents of the near future, asthe severe disruption COVID-19 has inflicted on event planningprompts cities, local and national governments and eventorganizers to rethink their approach.The use of technology will be a major tool for unlocking the bestmix of capability, impact and safety for host cities and nations.Emerging Fourth Industrial Revolution (4IR) technologiesand beyond will enable the transformation of megaevents andprovide much-needed flexibility to match event objectives withoptimal social, economic and sustainability outcomes for years tocome. The question is how different types of technology can helpachieve hosts’ objectives for a range of events. They will need tobalance the enduring value and spontaneous human interactionthat comes with in-person attendance, with the safety andaccessibility of virtual experiences. Given what has been learnedabout switching to fully virtual or hybrid events during the pastyear, we expect that by 2030, events that combine in-personand virtual experiences will be the norm. Welcome to the hybridfuture of megaevents.1.Introduction Chapter 2The MegaeventChallenge09 What are Megaevents?2.The Megaevent Challenge19th Century: Great Exhibition (1851), ParisInternational Exposition (1889), World’sFair (1892), Modern Olympics (1892)It took until the 19th century for the concept of a megaeventto take root, as the Industrial Revolution spawned ambitiousprojects such as the Great Exhibition of 1851 in Britain,showcasing the engineering and manufacturing ingenuityof the time. Other nations started to use large events toshow off their own economic, political and cultural prowess,sometimes marking the occasion with the creation of alandmark building, as Paris did in 1889, building the EiffelTower for the city’s hosting of an international exposition thatyear. Chicago built a vast