Informa PLC (LON:INF) announced it is restarting some events in China from early July as exhibitors are keen to boost their trading activity.
Running events in other countries will vary by region, customer confidence and event format, while those relying on international attendees will be impacted the most.
READ: Informa dumps dividend and launches £1bn fundraising as virus crushes events arm
Over 160 events representing £300mln revenue were cancelled or postponed to next year while 300 switched to a digital rather than a physical event in 2020.
The FTSE 100-listed firm said demand for rebates has been relatively low.
Cost-cutting measures will save £400mln this year, it added.
The subscription-related businesses, which account for 35% of total revenue as events represent the other 65%, performed well.
Academic publication Taylor & Francis was hit by the closures of universities but missed sales were partially offset by stronger e-books revenue.
"Inevitably, COVID-19 has had a profound impact on the global exhibitions/events industry, however Informa has moved quickly, rescheduling, reducing costs, conserving cash and, most significantly, raising capital to buttress its balance sheet," analysts at Shore Capital commented.
"We believe this front-foot approach bodes well for the future and, whilst acknowledging that current uncertainty significantly heightens the risk associated with our recently re-based estimates, we have long regarded INF as a high quality, well-managed business with attractive growth prospects."
Shares shot up 6% to 462.04p on Friday at the opening bell.
--Adds analyst's comment, shares--