The business meetings and events industry is facing a year
of both uncertainty and opportunity. Planners are adapting to shifting trends
and new challenges while striving to deliver exceptional experiences. Our
latest report reveals a nuanced picture of optimism, caution, and evolution in
2025.
While planner optimism has dipped from last year, nearly
half remain hopeful, underscoring a divide shaped by sector-specific factors.
Sourcing activity remains high, with 75 per cent of planners in Europe, the
Middle East and Africa (EMEA) actively pursuing new business and over half
expecting to produce more meetings than in 2024. Yet, attendance expectations
are lower, with planners adjusting their strategies to focus on smaller room
blocks and more cautious commitments.
The U.S is losing its appeal as an event destination for
EMEA planners, with 70 per cent citing reduced interest due to rising costs and
logistical hurdles. At the same time, geopolitical concerns, cybersecurity
risks, and even unpredictable weather are climbing the list of priorities,
adding new layers of complexity to event planning.
Despite these challenges, supplier partnerships remain
strong, though planners continue to seek better overall value for money. This
balance between cautious adaptation and continued growth highlights the
resilience and resourcefulness of the industry.
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Key takeaways from the report include:
- Mixed
optimism: Planner confidence is split, with nearly as many optimistic
as pessimistic.
- High
sourcing activity: 75 per cent of EMEA planners are in buying mode,
showing robust demand.
- Attendance
adjustments: EMEA planners are planning for slightly larger audiences
than North America but still see lower numbers overall.
- Shifting
priorities: Regional preferences are evolving, with declining interest
in U.S. event sourcing.
- Rising
concerns: Costs, geopolitical risks, and cybersecurity dominate
planners’ focus.
About the survey:
The Northstar/Cvent Meetings Industry PULSE Survey was first
launched in the US in 2020 to track changes in planner sentiment and
expectations throughout the pandemic. There are now two more editions covering
EMEA and ASIA.
Northstar continues to survey event planners on a regular
basis to assess how current challenges and trends are shaping the industry. The
PULSE Survey is produced in partnership with meetings-technology provider
Cvent.
