2025 State of Events: B2B Insights & Industry Benchmarks

The events industry is entering an exciting new chapter filled with growth, innovation, and endless opportunities. Our 2025 State of Events report — based on our November 2024 survey of over 1,500 event organizers and attendees — reveals an industry thriving with optimism, fresh ideas, and a desire for more events.

Are you ready to elevate your event game in 2025 and beyond? Download our comprehensive 2025 State of Events Report now!

Our data shows a surge in attendance and an influx of investment, painting a promising picture for the upcoming year. In fact, 57% of event organizers have seen an increase in attendance, and an impressive 66% plan to host even more events in the coming year. 

Event budgets are also on the rise. Last year, 39% of respondents managed event budgets exceeding $1 million. Looking ahead, 53% of organizers expect their budgets to increase in 2025. 

Huge strides have also been made in measuring event ROI and shifting priorities toward sales pipeline growth, increasing attendance, and registration revenue. These focus areas signify a maturing industry increasingly adept at aligning events with business performance metrics.

With such promising momentum, now’s the perfect time to seize new opportunities—and our report is your ultimate guide to staying ahead.

Here’s a sneak peek at the insights:

• The power of in-person events: In-person events remain highly impactful, with an overwhelming 78% of organizers emphasizing their unmatched impact in achieving organizational objectives and 80% considering them vital for success. Attendees also voted them the top way to network and learn about new products.

• Tech expectations are high: Cutting-edge technology is non-negotiable. Attendees and organizers highlight modern tech’s impact on the event experience; 73% of attendees expect in-person conferences to incorporate modern event technology, a significant increase from 63% in 2023. 

• Craving connection and balance: Today’s attendees look for immersive event experiences combined with plenty of downtime and insist on balanced event schedules. 75% of attendees say immersive elements are a priority, and 74% of organizers agree.

• A holistic view of events: Hybrid event strategies are on the rise, combining field events and digital experiences to drive greater engagement and business impact. 64% of organizers host multiple local field events to support larger conferences, with 77% agreeing that field events are key to driving organizational impact.

Your next big event success starts here.

Our full report examines these trends in-depth, providing key benchmarks to guide your strategies in 2025 and beyond. Where available, we compare year-over-year data from 2023 and 2022 to give you a clear perspective on how the industry is evolving and where the biggest opportunities lie.

Whether you’re planning your next in-person experience, enhancing attendee engagement, or fine-tuning your event tech, this report is your go-to resource for staying ahead. Don’t miss your chance to gain valuable insights and actionable takeaways.

Ready to get your copy? Download the 2025 State of Events Report here and start shaping the future of your events today!