Abstract

Rural and Agricultural Shows are rich in tradition but their function in the rural economy is evolving. The cancellation of Shows during the Covid-19 pandemic led us to examine how rural Shows would re-emerge and what opportunities and challenges they now face. The research draws on interviews with organisers and exhibitors, attendance at live events and evaluations of online events that were staged during the pandemic. This has revealed that Shows have accelerated their digitalisation but also that the physical meeting space is critical to their social function. The research identified new expectations from exhibitors which have discovered alternative routes to market, including online. There is an imperative for Show organisers to identify methods to tap into online markets and offer value to their exhibitors. Shows re-opening in 2022 are having to adapt quickly to the post-pandemic economy including the cost-of-living crisis, a loss of volunteers and a more competitive event environment.