Despite increasing pressure on budgets and the prevalence of remote working, face-to-face meetings and events are thriving, a study of 383 association professionals has found.
But they must be organised by a trusted organisation, be relevant to their interests, and should help delegates to make meaningful and lasting connections, according to the findings.
Research from Smithbucklin and its event-strategy arm, 360 Live Media, conducted with Hanover Research, surveyed professionals from a wide range of industries.
An emphatic 88 per cent rated in-person events as “extremely valuable,” citing benefits that digital formats struggle to replicate. Chief among these is trust: over 70 per cent said they trust content from live events more than from emails, online sources, or even colleagues.
The study reveals that the top reasons people attend are relevance to their industry (76%), the credibility of the host (75%), networking opportunities (68%), quality of training and presentations (68%), and alignment with their organization’s mission (68%).
Large national events with interactive, networking-focused formats remain the preferred format, but hybrid options, though less preferred, expand accessibility for those facing time or budget constraints.
To maximise value, the report outlines five strategies: design events to elevate trust with credible, transparent content; spotlight the future through product demos and emerging tech showcases; make experiences interactive; provide tools for attendees to share learnings post-event; and foster intentional, high-quality networking.
Yet barriers persist. High travel and accommodation costs (33%), time away from work or family (27%), and long travel times (27%) often keep would-be attendees away.
The authors suggest mitigating these by offering virtual passes, tailoring content tightly to job roles, and considering regional or satellite formats to reduce travel burdens.
“Professionals see in-person events as uniquely valuable, and there’s opportunity to increase that value even more,” the report notes. “Trust, relevance, interactivity, and connection are essential. When events are designed with intention, they become more than just a gathering. They become a catalyst for growth, learning, and community.”
