CEIR GLOBAL VIRTUAL EVENT TRENDS SERIES Case Study: 1st Arabia Tradeshows & Conferences 6 BIOFACH 2021 1st Arabia supported Nuremberg Messe in securing speakers and presenters from the Saudi Government to participate in Biofach eSpecial that went completely digital in 2021. Biofach has a very strong platform. This was a very well-done event, with excellent education and networking content. The platform also offered Artificial Intelligence (AI) tools to help with product searches. Despite how well run this event was, use of AI tools was minimal. Moving forward, in 2022, 1st Arabia will organize the first edition of Biofach – Saudi Arabia which will take place in Riyadh on 7 to 9 November. This event will be a physical event, though it will also have hybrid offerings alongside the conference, including live broadcasts, online sessions, online workshops, pre-recorded sessions, etc. Value Proposition to Participate in Virtual/Hybrid Events Attendee Messaging In the first three months of the pandemic, people wanted to engage with any virtual event as they stayed at home. Then as time passed, they became more selective. 1st Arabia shifted messaging to align with this shift in motivations to participate in virtual events: “We need to engage and be aligned with each other. Come, see, meet our friends, participate in the event.”