The international business events industry is at a
crossroads, facing a wave of transformational challenges, according to the
latest EIC Futures Landscape Study 2025.
The study, released by the Events Industry Council (EIC),
highlights a dozen key themes shaping the sector’s future, with accessibility, advocacy,
climate risk, and event business models emerging as the most pressing concerns.
Accessibility: the key to expanding audiences
With changing demographics and heightened expectations for
inclusivity, the events industry must adapt quickly to improve accessibility.
The report shows that 67 per cent of industry professionals rank accessibility
as either very or extremely important for the future of events.
From physical accessibility in venues to digital inclusivity
in hybrid and virtual events, industry professionals are under increasing
pressure to ensure that all attendees—regardless of physical ability or
neurodiversity—can fully engage.
“Inaccessible events mean lost audiences and lost
opportunities,” said an event industry executive in the study. “People expect
accommodation rather than hoping for it.”
Regulatory changes and societal expectations are also
playing a role in shaping accessibility efforts. The industry is being called
upon to proactively incorporate universal design principles rather than
responding to accessibility needs as an afterthought.
Advocacy: A unified voice is needed
During the pandemic, many event professionals felt their
industry was overlooked in economic relief efforts despite its massive
contributions to global economies. That experience has fuelled growing momentum
for advocacy. However, the sector’s diversity—spanning corporate conferences,
trade shows, hospitality, and more—makes alignment difficult.
61 per cent of respondents ranked advocacy as a top
priority, with calls for more active engagement from industry leaders,
government bodies, and businesses.
“We saw how the industry was left behind during global
financial relief discussions. We cannot afford to be passive participants in
shaping policy,” noted an EIC member.
Climate Risk: A looming threat to business events
Climate change is no longer a distant concern. Extreme weather events, supply chain
disruptions, and sustainability expectations are reshaping how businesses plan
events right now.
The study found that 65 per cent of industry professionals
see climate risk as a major issue, with a clear consensus that sustainability
must become embedded into event planning. Rising carbon emissions from travel,
venue energy consumption, and food waste are placing events under scrutiny from
regulators, attendees, and corporate sponsors alike.
“We need industry-wide solutions, not just individual
corporate sustainability pledges,” the report states. Organisers are being
urged to invest in carbon footprint tracking, sustainable venue sourcing, and
more resilient supply chains.
Event business models
Rising costs, shifting participant
expectations, and new technological demands are forcing organisations to
rethink their business models.
The study highlights three major financial challenges facing
the industry:
- Budget
constraints: Organizers must do more with less as costs rise across
travel, hospitality, and production.
- Changing
sponsorship expectations: Sponsors are demanding clearer ROI and
engagement metrics rather than traditional branding placements.
- Hybrid
and digital evolution: The industry must continue refining virtual and
hybrid experiences to justify their costs and remain competitive.
Eight out of 10 industry professionals believe adapting
business models is critical to long-term success, with a shift toward
data-driven event planning and personalised attendee experiences. Many
companies are exploring subscription-based event access, virtual networking
monetisation, and AI-driven attendee matchmaking to enhance profitability.
Technology & AI: the double-edged sword
Artificial intelligence (AI) and automation are reshaping
the business events landscape, offering both opportunities and challenges. The
study found that 68 per cent of industry professionals consider technology,
including AI, to be a crucial factor in the industry's future.
AI-powered tools are streamlining event planning, improving
attendee matchmaking, and automating logistics. However, concerns remain over job
security, data privacy, and maintaining the “human touch” in events. Some
respondents fear that while AI increases efficiency, it also raises
expectations for higher productivity, leading to burnout among event
professionals.
“In the long term, we should embrace AI - it helps us be more
strategic rather than just operational,” said an international events director. “But we
must ensure that AI supports human expertise rather than replacing it.”
As AI adoption accelerates, event professionals will need to
upskill and adapt, ensuring that technology serves as a tool for innovation
rather than a source of disruption.
Other factors explored in the report include ESG, Infrastructure,
Mobility, Wellbeing, Talent/Workforce, and Risk Assessment.
“The future of business events hinges on adaptability and
forward-thinking strategies,” said Amy Calvert, CEO of the Events Industry
Council. “This report is not just a reflection of where we are—it’s a roadmap
for where we need to go.”
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
