Trump 2.0: “I don't think our industry will come away unscathed” 

Sabine Edwards, MD of Pendleton Events and chair of the Alliance of Independent Event Agencies (AIEA)

Depending who you speak to, the Trump presidency is either having little impact or it's having a major impact. There seems to be little in between.

At Pendleton Events we've seen a small number of events destined for the US cancel specifically due to concerns surrounding the Trump administration’s stance on issues like LGBTQIA+ rights. As clients focus more on their ESG goals and their sustainability efforts, the move away from these areas in the States is a concern - including for agencies in the UK and Europe who have been working so hard to make our industry more sustainable. Pulling the US from the Paris Climate Agreement has definitely caused our clients to pause and reconsider the optics of taking their events to the States. 

Trump’s seemingly erratic decision-making, accompanied by abrupt changes in foreign policy and a flurry of Executive Orders feel like a distraction keeping companies guessing about what might be coming next - not exactly a position which fosters security. Whether this is all just a knee jerk reaction to Trump 2.0 or whether it will last (or deteriorate) remains to be seen but I don't think our industry will come away unscathed in the long term.

Shonali Devereaux, CEO of the Meetings Industry Association 

Findings from our February 2025 MIA insights suggest that the UK business meetings and events sector remains largely shaped by domestic and regional factors. On average, just 12 per cent of forecasted revenue for 2025 comes from international events. 

That said, the political climate under Trump's administration, with its focus on America First, could lead to a more  insular approach that might result in less cross-border collaboration. 

While we understand UK exports to the US are relatively low, an impact will be felt by the industries on whose behalf we organise events. For the pharmaceutical industry as an example, trade barriers, tariffs or a general increased cost of doing business may lead organisations to rethink their US market strategies. This could potentially reduce their need for events, especially overseas. 

It is not clear whether there are plans for travel restrictions or visas as part of a push for stricter immigration policies, but tightening access for international attendees or speakers would reduce participation in major events and conferences. It’s not just about hosting speakers and delegates either. There are many components along the supply chain that go into event production, such as catering supplies and production materials, which could be impacted. Any disruption to trade relationships or increased costs in imported goods could have a knock-on effect on event planning and execution. 

Need for collaboration

The UK’s post-Brexit position will shape its ability to build strong global relationships and maintain its international appeal. Challenges such as recruitment shortages, currently affecting 66 per cent of MIA members, highlight the need for industry-led solutions and government collaboration. Our sector thrives on inclusivity and cross-border cooperation.

Political shifts, whether in the UK, US, or elsewhere, are often driven by economic and social concerns, so we must continue to recognise these and how our industry can continue to collaborate on a global scale to drive growth.

Kerry Walsh, MD of Hatch Events

I think many of Donald Trump’s plans for his second term as president are still taking shape, but I suspect we can gain a lot from his 2024 campaign of Make America Great Again.

My main concern is international travel with his imposing travel bans on certain countries, will that include the UK? He seems to be banning visitors from several Muslim-majority countries at present. He has already put in place enhanced vetting for international travellers seeking US visas, I know this from bitter experience. 

I also expect conversations around sustainability to be reviewed under him. Trump has already signed an executive order to pull the US out of the Paris Climate Agreement, terminated a series of policies to limit pollution, and from what I am reading, also declared a national energy emergency to ramp up production of domestic fossil fuels. 

Having said all that, I have personally seen a 40 per cent upturn in our corporate outbound business to run international events in the US since he has been in office, so he is not putting clients off by running their events in the US or just maybe he is providing a positive change from the Biden administration, who knows? Only time will tell…

Is Trump making you nervous about organising events in the US? Will you be modifying your approach to DEI when planning events because of the vibe change in America?

The latest Northstar Meetings Group/Cvent Meetings Industry PULSE Survey (EMEA) is now open – and we’d really appreciate your thoughts on these questions, and more besides.