Is going to conferences and trade shows worth it in the digital age?

As someone that spends a lot of time on the road for various trade shows and conferences, I often get asked whether there is still value in it and my firm answer is yes! 

My favorite story is from a trade exhibition in the early 2010's when all of our team but two of us had left to catch their flights and at 5 minutes until the trade show close a gentleman walked up and asked what we do. We had a two hour discussion in the after hours as it turned out there was a perfect match for a product need. It resulted in a multi-million, multi-year contract. 

Afterall, so much of the work we do now is conducted over Teams and Zoom calls whilst we adapt to hybrid working, particularly anything that involves international collaboration. Indeed, there are many who feel like the days of business travel are (or should be) over. 

But here’s why I’d still make the case for these things in 2025:

Value of personal relationships 

It’s simply true that you just can’t establish the same relationship with someone over a digital screen than you can in person. Whether that’s a conversation with a potential new client or a check-in with your colleagues based in another country. 

Bonding over a mutual eye roll about the speaker who’s droning on or how bad the coffee is, is how you can build a new business and even personal relationship. Plus, you never know who you might bump into. We all don’t like a cold outreach email, but you may end up standing next to the person you’ve been trying to contact whilst you’re in line for the cafe. 

This is particularly important for people who are earlier in their careers. Trade shows and conferences are golden networking opportunities. You wouldn’t believe how much business and work I’ve done from chance encounters at these things. 

Knowledge Sharing and Industry Trends

Another huge benefit of attending in-person events is the opportunity to gain insights into the latest trends and developments in your industry. While you can certainly read reports and follow webinars, nothing beats hearing experts discuss key issues in real-time, asking questions directly, and engaging in conversations with peers about how trends are impacting their businesses.

Additionally, trade shows and conferences often feature product launches, demonstrations, and hands-on experiences that simply don’t translate well to a digital setting. Being able to see and interact with new innovations in person can be a game-changer, especially in industries that rely on technology and physical products.

Enhancing Your Personal Brand

For those looking to establish themselves as thought leaders in their industry, attending (and ideally speaking at) conferences is a fantastic way to build credibility. When you’re physically present at events, engaging in discussions, and contributing to panels or Q&A sessions, people start to recognize you as a key player in your field.

Even if you’re not speaking, just being seen and actively participating can boost your reputation. It’s an opportunity to demonstrate expertise, share your insights, and get your name out there in a way that’s much harder to achieve through online interactions alone.

A Refreshing Change from Virtual Fatigue

Let’s be honest—Zoom fatigue is real. While digital meetings have their place and have made international collaboration easier, they’re also exhausting and often less engaging. There’s a reason people still crave in-person connection.

Attending a trade show or conference can be a refreshing change of pace. It allows you to break out of the routine of back-to-back virtual meetings, experience a new environment, and interact with people in a more natural and engaging way. The energy of a live event—meeting new people, attending dynamic sessions, and experiencing the buzz of a busy venue—just isn’t something that can be replicated online.