There is a marked divergence in event planner priorities across international markets, according to The Business of Events' newly-published 2025 International Planner Sentiment Report.
Sponsored by Tourism Ireland and
released to coincide with the opening of The Meetings Show, the findings reveal
shifting regional attitudes – particularly among North American planners –
shaped by changing economic, cultural, and political landscapes.
The split is most noticeable when it comes to equity and diversity, which UK and European event planners rank as 10/10 in terms of importance, while North American planners rank the topic as just 6/10.
As the importance of
factors like sustainability and social impact and equity and diversity
declines in North America, planners in the UK and Europe are moving in the
opposite direction, with cost and value for money rising to the top of the
agenda amid continued economic pressures.
Drawing on
contributions from corporate, association, agency, and incentive and reward
planners across the UK, Europe, and North America, the report found a
two-point decline in the importance placed on sustainability and social impact among North American respondents compared to 2024. Equity and diversity and cultural identity also saw a modest decline in this region, down
by one point each. In contrast, planners in the UK and Europe rated equity and diversity one point higher than last year, creating a four-point
transatlantic gap in sentiment - reflecting shifting cultural
expectations.
Meanwhile, cost and value for money has increased in importance among European planners, now rated
at 10 – up one point from the previous year. This mirrors trends in the UK and
likely reflects inflationary pressures and economic uncertainty affecting budgets
across the supply chain.
Other decision-making
factors, such as accessibility, destination and city brand, food and hospitality, and safety and security, remained largely stable year-on-year
across all regions.
Mike Fletcher, director of news and content at The Business of Events, said: "While most sentiment indicators have remained stable, the 2025 data
highlights emerging regional divergences - especially in North America - which
may indicate broader cultural and economic shifts. This data is invaluable in
helping UK destinations and venues adapt their strategies to maintain global
competitiveness."
Sponsored once again
by Tourism Ireland, the International Planner Sentiment Report forms part of
The Business of Events’ wider research programme, which includes the Quarterly
Event Economy Tracker, and Global Destination Report. All reports are available
to download free of charge.
Research findings are
also shared directly with VisitBritain, Department for Culture, Media & Sport (DCMS), the All-Party
Parliamentary Group for Events, association partners, and other key
stakeholders.
The International Planner
Sentiment Report was previewed at an exclusive event held at Corrigan’s in
London on 24 June, attended by Tourism Ireland partners, members of the media,
trade associations, VisitBritain, and representatives from DCMS.
The full 2025
International Planner Sentiment Report is now available to download here.
