80+ Must-Know Event Industry Statistics for 2025

3/17/2025

Each day, our lives are becoming more digital, with screens mediating more of our interactions than ever before. Yet, the need for real, in-person connections has never been greater. That’s where the events industry, like no other, comes in and saves the day. Events are places where ideas spark, connections form and turn into something meaningful, and real opportunities emerge. They remind us that no technology can replace the power of face-to-face experiences.

And if the numbers tell us anything, it’s that this industry is only getting bigger. 

Back in 2021, the global events market was worth $736.8 billion; by 2035, it is projected to grow into a $2.5 trillion industry. This kind of expansion doesn’t happen by accident. Organizers and attendees are more invested than ever. Organizers are allocating larger budgets to event production and marketing. At the same time, attendees are more willing to spend on live experiences, further fueling the demand.

So, what’s driving these positive trends, and how can you stay ahead of the curve? In this report, we’ve gathered the latest insights from top industry sources to give you a clear, data-backed look at where events stand today and where they’re headed. We’ve also broken down key trends, financial forecasts, and shifts in attendee behavior. 

Key Takeaways

• The events industry is projected to grow to $2.5 trillion by 2035.
• 79% of event professionals use an Event Management System (EMS) to streamline planning.
• 59% of respondents favor in-person events compared to other formats.
• Two-thirds of event attendees report more positive feelings about a brand after interacting with it at an event.
• 78% of organizers say in-person conferences are their organization’s most impactful marketing channel.
• In 2025, 24% of event professionals will prioritize technological advancements to stay ahead of the curve.
• Regarding technological usage, artificial intelligence (AI) leads the way, with 50% of professionals planning to incorporate it into their events.

Table of Contents

• Market Overview
• Event Types Statistics
• Event Marketing Statistics
• Event Attendee Statistics
• Technology and Innovation in Events

Market Overview

The expansion of the events industry shows no signs of slowing down and is projected to continue in the years ahead. In 2021, the industry was valued at approximately $736.8 billion. With a projected compound annual growth rate (CAGR) of 6.8% from 2024 to 2035, it’s on track to reach $2.5 trillion. 

Event Budgets in 2025

The outlook for event budgets in 2025 is positive, with 74% of event marketers expecting an increase. This sentiment is consistent across all three key segments—Business-to-Consumer (B-to-C), Business-to-Business (B-to-B), and trade shows. While forecasted expectations don’t always translate directly into actual spending, the data suggests a clear trend toward increased event investment. A closer look at the numbers reveals that only 5% expect to spend less.

Event Types Statistics

The data shows a strong trend toward increased event planning in 2025. 66% of respondents anticipate scheduling more events, a jump from 41% in 2023. Only 13% expect their event volume to stay the same in 2025.

In-Person Meetings Lead the Way in 2025

In-person gatherings continue to be the preferred format. The latest event types statistics show a noteworthy tilt toward in-person meetings, with 59% of respondents favoring this type compared to other formats.

In-person events boost brand affinity, with two-thirds of event attendees reporting more positive feelings about a brand after interacting with it at an event.

Diving deeper into the data, we find that 78% of organizers say in-person conferences are their organization’s most impactful marketing channel, and 80% state that in-person events are a critical component of their organization’s success.

What Matters When Choosing a Venue?

When organizing in-person events, choosing the right venue is a critical decision. The venue sets the stage for the entire experience, influencing everything from attendance to engagement.

When selecting a venue, planners consider multiple factors, with size and capacity being the top priority of 50% of respondents. Services and facilities were selected by 44%, while cost was a key factor for 42%.

Other important considerations included food and beverage options, cited by 34% of respondents, date and seasonality at 33%, accessibility at 32%, and technological capabilities also at 32%.

Attendee Registration and Experience Statistics

Data shows that 51% of attendees register for an event after receiving an engaging email , proving just how powerful the right message can be.

Further insights highlight the importance of accessibility, showing that 78% of event registration pages are now optimized for mobile, making it easier than ever for people to sign up instantly. Without mobile compatibility, an event risks being overlooked entirely. 

Timing is another critical factor, as almost half of registrations happen within the first 30 days of an event’s announcement. If organizers fail to generate excitement early, they may lose a significant number of potential attendees.

While many events aim to connect people in person, their success increasingly relies on effective online engagement. That said, digital marketing plays a key role in the registration process, with 57% of marketers reporting that video content helps boost registration rates. Social media is just as influential, with 58% of sign-ups happening after promotions from brands and influencers. 

QR Code Usage

The events industry is among the top five in  QR code usage, accounting for 7.88% of total scans. 

Organizers use QR codes across event materials, including but not limited to badges or postcards, to simplify access to key information. Attendees can scan for schedules, maps, or speaker details without shuffling through papers. QR codes also support check-ins, session sign-ups, and real-time updates, making events more interactive. Even networking also gets a boost, with codes linking directly to attendee profiles or contact exchanges.

Personalization

Since 71% of consumers expect personalized interactions, event planners should consider effective details that can foster connections among attendees.

Offering custom merchandise, such as high-end water bottles, reusable totes, or personalized event badges, will leave a good impression and enhance brand loyalty.

Virtual and Hybrid Meetings Still Have a Place

Despite the dominance of in-person meetings, virtual and hybrid formats still have a role to play.

Virtual meetings, chosen by 21% of respondents, offer cost-effective and accessible solutions for global audiences, making them ideal for remote teams and international collaborations.

Hybrid meetings, preferred by 20%, will continue to provide flexibility in 2025 by combining physical and digital experiences. 

While these formats may not surpass in-person gatherings in popularity, they remain essential in accommodating diverse needs and expanding event reach far beyond physical limitations and geographic boundaries.

Top Priorities for In-Person B2B Events in 2025

With in-person meetings the primary focus of planners in 2025, those in the business will prioritize different aspects of event planning.

Pipeline growth is the top priority for 24% of event planners, followed by increasing attendance at 19%. However, simply getting people through the door isn’t enough; according to data, not everyone considers this fact. Only 9% of event planners prioritize attendee engagement, a critical factor in ensuring long-term success.

In-Person Event Attendance Trends: 2025 Prediction

When asked whether they will participate in more or fewer in-person events in 2025, attendees showed a clear trend toward increased participation. 54% said they plan to attend more events, a jump from 32% in 2023.

While many are eager to reconnect in person, others are becoming more selective about which events warrant their time and investment, with 29% of respondents expecting to attend fewer in-person events this year.

North America’s Most Sought-After Event Destinations

In North America, New York is the top destination for meetings and events in 2025. Its extensive venue options and global connectivity make it a powerhouse for both corporate and creative gatherings. Chicago follows in second place, Miami ranks third, and Las Vegas remains a staple in the events industry, securing fourth place with its state-of-the-art conference centers and hospitality expertise. Dallas rounds out the top five. 

Europe’s Leading Meeting & Event Hubs

On the European front, London retains its spot as the number-one event destination for 2025. Its global business influence, iconic venues, and seamless transport links make it a popular choice for international events. Madrid follows in second place, while Barcelona takes third, offering vibrant venues and an atmosphere that fosters creativity. Paris remains a prime destination in fourth place, followed by Berlin to round out the top five.

Event Marketing Statistics

Event marketing is recognized as a crucial strategy for business growth. It is allocated an average of 14% of an overall marketing budget.

Its effectiveness in driving business opportunities becomes even more apparent as 49% of US B2B marketers consider events a primary channel for lead generation.

Research further shows that 46% of marketing teams in US-based companies that utilize event-led growth consistently meet their quarterly goals, whereas only 32% of teams that do not adopt event-led growth achieve the same level of consistency.

Event Promotion and Marketing Channels

The success of an event often depends on effective promotion through various channels. Research shows that 85% of event planners use email marketing to promote their events. 

UK-based companies are 62% more likely than US-based marketers to use organic social media as their primary marketing channel for customer acquisition and retention.

Moreover, 50% of marketers report improved ROI from event investments, proving that with the right marketing strategies, events can be a highly effective marketing channel.

In addition to the previously mentioned channels and platforms, billboards are another commonly used and effective marketing strategy. Their ability to capture attention in high-traffic areas often increases event attendance. Data shows that 14% of people attend a sporting event, festival, or concert after being influenced by an outdoor ad, underlining how impactful these advertisements can be .

What makes billboards particularly effective is their impressive recall rate. About 82% of viewers were able to recall a DOOH (Digital Out of Home) advertisement they saw over a month ago.  

Additional Effective Event Marketing Channels

So, while digital and social media platforms are crucial, traditional advertising, such as direct mail or publications, still holds immense value in driving consumer action, especially when tied to events. 

Unlike digital ads that can be easily ignored or forgotten, direct mail postcards create a tangible, personal connection that resonates with consumers on a deeper level.

More than half of millennials (54%) and an even higher percentage of their parents (61%) perceive mail ads as more personal than digital ones. This personalized touch makes direct mail highly effective, with 97% of direct mail users reporting high response rates.

Another major advantage of direct mail is its longevity. While digital ads can be scrolled past in seconds, direct mail sticks around. On average, recipients keep it for 17 days, allowing for repeated exposure to key details.

Print Publications

Print advertising in newspapers, magazines, and industry journals can be another effective channel for event promotion. Research shows that print ads are 20% more effective than digital ads at driving action, particularly because they engage multiple senses, such as sight and touch.

Most Popular Social Media Platforms in Event Marketing

Data on social media usage in event marketing reveals a clear divide in platform preference based on event type.

B2C events are most active on Instagram and Facebook. B2B events, on the other hand, dominate LinkedIn and YouTube, leveraging these platforms for professional networking and informative content.

Trade shows follow a similar trend, with LinkedIn and Instagram being their primary channels for audience interaction.

This shift marks a significant evolution from a decade ago when over 90% of events relied solely on YouTube. Today, with a diverse array of platforms at their disposal, brands are strategically aligning their event content with the most effective social media channels to maximize reach and engagement.

Measuring Event Success

Event marketers rely on various metrics to evaluate the success of their events, yet tracking progress remains a challenge. When measuring event success, 54% of marketers track event registrations, 53% track opportunities created, and 40% track attendance rates.

Despite these efforts, 26% of marketers say they cannot accurately track their team’s progress toward event goals, and 21% find it difficult to report on event program performance.

Event Attendee Statistics

For most attendees, events in 2025 are seen as opportunities for transformation, and offering the right incentives can be the key to capturing their attention and fostering deeper connections.

Nearly 60% of attendees say they are more likely to engage with a brand at an event if they receive a freebie, while 57% are drawn in by the chance to win prizes or exclusive merchandise. Additionally, 46% are enticed by the opportunity to enter a giveaway.

If you want to engage the 46% of attendees enticed by giveaways, consider offering sweepstakes or exclusive prizes. A well-planned giveaway will boost engagement and attract more interest in your brand.

To bring event experiences to life and maximize audience participation, brands can also integrate interactive elements such as QR codes that seamlessly connect attendees to exclusive offers, contests, or limited-edition custom merchandise. Not only does this encourage deeper involvement from attendees, but it also strengthens brand recognition and fosters long-term customer loyalty.

The Rise of Intimate and Purpose-Driven Events

A growing preference for small and simple meetings is influencing the way organizations plan in-person gatherings. In 2025, 37% of companies expect to hold more small and simple meetings, reflecting a shift toward streamlined, focused interactions..

What Matters Most in Event Attendance?

Compared to previous years, attendees’ priorities for in-person events are evolving. Sustainability is seeing the biggest jump, rising from 11% in 2023 to 18% in 2024. While travel and accommodation costs remain essential (16%), venue location is becoming less of a concern, dropping from 21% in 2023 to 14% in 2024. Interest in diversity, equity, and inclusion efforts has also slightly declined (16% to 12%), while sponsors and exhibitors have gained more attention (7% to 9%). 

Steps Toward More Sustainable Events

Event organizers are already taking action to reduce their environmental impact. The most common step is using recyclable paper for their printed materials, such as custom posters and flyers, with 48% of organizers implementing this practice. Additionally, 44% have reduced plastic usage, and 34% prioritize locally sourced event materials.

Challenges in Hosting Sustainable Events

Despite these positive steps toward event sustainability, many organizers face obstacles, including the perception that attendees do not care about sustainability, a lack of interest in incorporating sustainability into event planning, and insufficient information on hosting sustainable events effectively. Addressing these challenges will be crucial for the future of eco-friendly event management.

The Biggest Barriers: Why Some Attendees Might Not Show Up?

Even with strong demand for events, roadblocks remain. Travel and accommodation costs are the biggest challenge, preventing 61% of potential attendees from participating. Additionally, 41% cite staffing shortages and workload pressures, while 32% struggle to find time amid personal and family commitments. Registration fees (26%), inconvenient event timing (20%), and location (19%) further contribute to no-shows.

To effectively mitigate event planning costs while enhancing the attendee experience, planners should consider offering discounted event tickets for a limited time before the event to encourage early registrations. This approach boosts initial ticket sales and also generates buzz and anticipation for the event. 

Events with the Highest Cost Increase per Attendee in 2025

For those intending to attend events in 2025, it’s important to keep in mind that event organizers predict significant cost increases across various event types.

While inflation has started to cool, prices continue to rise on food and beverage, accommodation, and hospitality labor, creating cost challenges for the attendee experience.

Incentive and special events will see the highest rise according to 54% of respondents, followed by product launches and senior leadership meetings at 52%. Conferences with trade shows, healthcare professional events, and internal team meetings are also expected to become more expensive.

With event expenses climbing, organizers can take steps to mitigate costs. One of the easiest ways to do so is by using a free event registration and ticketing platform. By eliminating registration fees, organizers can reduce upfront costs while providing attendees with an unforgettable experience.

Creating an Unforgettable Attendee Experience

According to meeting professionals, the most crucial factor in shaping a memorable event is compelling content and a well-structured agenda, cited by 38% of respondents. The venue itself follows at 27%, while the event’s destination is important for 25% of the meeting professionals. Additionally, 24% of respondents highlight the significance of social and networking events and food and beverage offerings in enhancing the overall experience.

Attendees Actively Capture and Share Event Moments

Nearly 72% of event-goers report capturing content during events. When it comes to sharing, Instagram, YouTube, and Facebook are the top platforms that dominate event-related social engagement.

If you want your audience to have something fun and social media-worthy to share, investing in eye-catching physical products can make all the difference. Branded merchandise, creative and effective event badges, and visually appealing freebies such as custom stickers will encourage organic social sharing and turn your event into a viral moment.

Technology and Innovation in Events

Technology is increasingly vital in streamlining operations and enhancing attendee experiences. In 2025, 24% of event professionals will prioritize technological advancements to stay ahead of the curve. Beyond innovation, there’s also a strong focus on efficiency, with 21% seeking a simplified data collection process. Meanwhile, 18% plan to invest in enhanced stakeholder adoption.

As event professionals seek greater efficiency and scalability, investing in event management platforms will be crucial for long-term success. For organizations managing multiple events across different locations, an all-in-one event platform offers a unified solution to coordinate logistics, track attendance, and ensure consistency. Additionally, some event management platforms, including Eventgroove, provide integrated eCommerce storefronts, allowing event organizers to manage merchandise sales and private transactions seamlessly.

The Most Common Roadblocks to Technology Adoption

More often than not, implementing new technology solutions comes with challenges. Cost remains the biggest barrier, with 41% of professionals citing it as a concern. Additionally, 35% struggle with a lack of support before, during, or after events, making it difficult to implement tech effectively.

Complicated user experiences (34%) and integration issues (27%) further complicate adoption. Even leadership buy-in (27%) and an overwhelming number of provider options (21%) present hurdles.

However, with the right partner, these challenges become opportunities for seamless execution. Organizations/companies that employ a customer-first approach ensure clients receive tailored solutions and hands-on support before, during, and after their events. 

From initial planning and branding customization to on-the-ground execution and post-event analysis, their platforms adapt to evolving needs, ensuring smooth operations across different states. With teams that truly understand the complexities of event organizing and can provide expert guidance and flexibility, any potential technological challenges become far easier to navigate.

Uncertainty Surrounds 2025 Event Tech Investments

While many are eager to embrace technology, there’s still hesitation regarding investment. Half of event professionals (50%) are unsure about their tech spending for 2025, while 27% have decided against increasing their budget. Only 22% are committed to investing more in event technology.

The Event Technologies That Will Dominate 2025

Despite these barriers, many event professionals will embrace innovative tools to improve attendee engagement and event efficiency. Artificial intelligence (AI) leads the way, with 50% of professionals planning to incorporate it into their events. Mobile apps (41%), QR codes (38%), and onsite check-in tools (36%) are also high on the list. Additionally, interactive elements such as live polling and feedback tools (33%), virtual reality (31%), and wearable tech (25%) are gaining traction, pointing to a future where technology enhances participation and personalization.

The Growing Importance of Event Management Systems (EMS)

Successful management of all events requires robust infrastructure. Currently, 79% of event professionals are leveraging an Event Management System (EMS) to streamline planning, while 20% have yet to adopt one. EMS platforms provide a centralized solution for handling logistics, registrations, and data collection, further proving their value as technology becomes more deeply integrated into event strategies.

Virtual Events Platforms, for instance, enable seamless online events and offer interactive features to keep remote attendees engaged. Meanwhile, a Hybrid Events Platform bridges the gap between in-person and virtual audiences, ensuring a unified and immersive experience.

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