Event, conference and exhibition statistics: The trends shaping the events industry for 2025

The conference, exhibition and events industries are undergoing dynamic transformation, fuelled by technological advancements, post-pandemic recovery, and shifting attendee expectations.

To help navigate this evolving landscape, we’ve grouped critical statistics and insights about the events space going into 2025 into key themes including B2B Events Evolution, Technology & Sustainability, Economic Impact, and Attendee-Centric Experiences.

B2B Events and Exhibitions

The role of B2B events has shifted dramatically in recent years, becoming more than just a traditional platform for networking and lead generation. These events now play a pivotal role in shaping brand perception, driving meaningful connections, and aligning with broader marketing strategies.

• Event Volume and Attendance: In 2023, an estimated 1,016 exhibitions were held at the UK's main venues, attracting nearly 7 million visitors, marking a new high since 2017[1].
• Increased Importance: Nearly half (49%) of Chief Marketing Officers (CMOs) believe B2B events are now more important than pre-pandemic levels, reflecting their central role in marketing strategies[2].
• Budget Priority: Events remain one of the largest budget allocations in B2B marketing, underscoring their ROI potential[3].
• Global Recovery: While many events have returned to in-person formats, challenges such as travel disruptions and rising costs persist[4].

• Lead Generation: More than 7 in 10 (71%) of small businesses have generated new business through face-to-face networking at trade shows[5].

Technology & Sustainability at the Forefront

Sustainability is no longer a niche concern but a core priority for event planners and attendees. Meeting and event planners are emphasizing eco-friendly practices, accessibility, and inclusivity to meet the expectations of socially conscious audiences:

• AI and Emerging Tech: 50% of event professionals plan to integrate AI, VR, live polling, and wearable tech to elevate attendee engagement[6].
• Sustainability as a Priority: Over half of meeting planners are prioritizing sustainability, focusing on accessibility, inclusivity, and environmentally friendly practices[7].

• Immersive Experiences: 64% of attendees at events valued immersive experiences[8]. Pop-up stands with inbuilt screens are an easy way to add such elements.
• Sustainable Design: There's a growing trend towards sustainable exhibition stand designs thanks to modular stands featuring replacement graphic panels and recyclable framing, allowing for seamless reuse across event.

Economic Contributions and Challenges for Events in 2025

The events and exhibition industry remains a cornerstone of economic growth and resilience, driving substantial contributions to both local and global markets:

• UK Market Resilience: The UK events industry contributed £10.9 billion to the economy in 2023, a 17% growth from the previous year[9].
• Global Market Value: The UK global events market was valued at £34.3 billion in 2023, approaching pre-pandemic levels[10].
• Event Frequency: Approximately 64% of these exhibitions are held annually, indicating a strong tradition of recurring events[11].
• Cost Pressures: High prices remain a significant hurdle, with 47% of planners citing cost challenges[12].
• Cost Considerations: Among exhibitors planning to reduce in-person show participation, 82% cite exhibit-related costs as a determining factor, highlighting the financial challenges in the industry[13].
• Employment Landscape: The exhibition sector supports about 100,000 jobs directly and indirectly, highlighting its importance in the national employment landscape[14].

Attendee-Centric Experiences

The success of modern events hinges on delivering attendee-centric experiences that go beyond logistics to create strong connections and lasting impressions. As audiences increasingly seek personalization, curated experiences tailored to individual preferences and needs have become essential to effective event planning:

• Emotional Engagement: Curated, personalized experiences are key to fostering strong brand connections[15].
• Visitor Engagement: The average attendee spends about 5.5 hours at a trade show, with 52% more likely to visit a stand offering giveaways[16].
• Networking vs. Solutions: While 83% of organizers see networking as essential, 87% of attendees prioritize discovering new products and solutions[17].
• Generational Preferences: With Gen Z now a significant part of the workforce, event strategies must adapt to cater to younger demographics[18].
• Outdoor and Informal Trends: Post-COVID preferences for informal and outdoor events are rising, with relaxed formats and team-building activities gaining traction[19].
• Technology Integration Gaps: While 64% of attendees seek immersive, visually appealing experiences, only 38% of organizers prioritize these elements[20].

Trends Shaping the Future

The future of the events industry is defined by adaptability and innovation, as planners and organizers respond to evolving market demands and audience expectations. With a strong outlook through 2028, the UK events market is poised for growth, fuelled by advancements in technology and client-focused strategies:

• Projected Growth: The UK events market is optimistic, with technology integration and client-focused innovations driving value through 2028[21].
• Secondary Markets: Planners are increasingly exploring cost-effective secondary markets for high-quality experiences[22].
• Compact Event Formats: Shorter schedules with a mix of meetings, team building, and evening events are gaining popularity[23].

How Adverset can help

We stock a range of flexible, sustainable and interactive exhibition stands, packages and products. If you’re looking to take your brand to a number of events and want a stand that’s easy to assemble (and take down), simple to transport and adaptable with changeable images, speak to our team today. Whether you’re looking for a simple pull up banner or a state-of-the-art stand with counters, TV stand and more, we can help.

Conclusion

From embracing technology and sustainability to addressing cost pressures and delivering attendee-first experiences, the events industry is primed for a transformative era. These insights underscore the need for agile, innovative strategies to thrive in a competitive market. Whether you’re planning a B2B conference or a corporate retreat, staying ahead of these trends is key to unlocking success in the future of events.