What a year!

Yes. It really has been more than a year already since the daily updates of surging COVID-19 infections. A year of border restrictions, minimal social gatherings, limited travel, and mass event cancelations. The past year has been anything but easy. For so many, it has been disruptive, painful, and challenging on multiple levels. While there are certainly challenges ahead, we believe that the light at the end of the tunnel is shining brighter after a year of frustration and disappointments. 

Don’t get us wrong—we know full well that we are not out of the woods yet. Since pagan times, Icelanders have celebrated the month of Þorri (pronounced like Thorri) from mid-January to mid-February. It is the fourth month of winter, according to the ancient Norse calendar. Þorri occurs during the coldest and darkest time of the year, but it represents transformation. Icelanders are keenly aware that there are still cold and dark months ahead. However, we cherish the longer days of light and the knowledge that better times will arrive. This is the feeling we have right now as this year’s þorri ends.

Understandably, it will take time for the business event industry to return to normal status (whatever that may be!) before Covid. We choose to believe that the changes it brings will be positive. We hope to see a continued focus on environmental and social responsibility, more hybrid, virtual, and dynamic events. There is space to evolve here, and we’re ready to be part of the process.


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