Virtual Events Growing Significantly, Achieving Success in Association Sector According to Latest Tagoras Research

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Virtual event adoption by trade and professional associations has more than doubled in the past year according to a new report released by Tagoras, a firm specializing in the market for continuing education and professional development. Virtual conferences and other virtual events are quickly heading towards mainstream status and more organizations are considering pure digital events rather than "hybrid" events that build off of existing place-based events.

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Association Virtual Events: State of the Sector

We have definitely seen the comfort level with virtual events rise significantly over the past 12 to 18 months.

Tagoras today released Association Virtual Events: State of the Sector, a report on adoption of virtual conferences, tradeshows and other events by trade and professional associations. Some of the key findings from the report, which is based on a survey of more than 100 organizations, include:

  •     Adoption of virtual events is up: almost three times more associations have offered at least one than roughly a year ago.
  •     While most organizations tie virtual events to existing place-based events, there is significant movement towards more standalone, all-digital events.
  •     Registrations for virtual events exceed expectations for the majority of organizations that have held at least one.

“While virtual events have not quite reached mainstream status for associations,” said Tagoras managing director Celisa Steele, “we have definitely seen the comfort level rise significantly over the past 12 to 18 months. No one expects conferences to disappear, but clearly virtual is on the way to playing a major role in the future of association events.”

The Tagoras report is intended for organizations that may be planning or considering virtual events as well as consultants and vendors who work in the meetings and continuing education market. The report provides:

Substantial facts and figures from individuals on the front lines of association education and meetings

Five association case studies:
o    American Nurses Credentialing Center (TM)
o    Healthcare Financial Management Association
o    National Association of College Stores
o    National Fenestration Rating Council
o    Society for Technical Communication

Insights from authors Jeff Cobb and Celisa Steele, who together have nearly two decades of experience in helping associations plan and implement learning and technology initiatives

Full information about Association Virtual Events: State of the Sector can be found at

About Tagoras

Tagoras provides expert strategy, marketing, and technology guidance to organizations in the business of continuing education and professional development. Its clients have included the National Association of Corporate Directors, the International City/County Managers Association, the Healthcare Financial Management Association, the National Institute of Governmental Purchasing, Nurses Improving Care for Healthsystem Elders (NICHE), Booke Seminars (a Division of Aon), Advanced Energy, and Castle Worldwide.

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Celisa Steele
(919) 451-0075
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