9.6 Trends and Events
Trends and the Future of Event Planning
An exhaustive listing of trends in the event planning industry is not possible. This field is too culturally, societally, and regionally specific. Also, the pathways within event planning, from incentive travel to conferences, offer a spectrum that cannot be covered in a textbook of this length and topic. With this written, there are mega-trends impacting the MICE industry holistically. The top global trends seem to include technology, sustainability, inclusive practices [e.g., Diversity, Equity, and Inclusion (DEI)], long-term impacts of COVID-19, and the realized economic impact of the industry by government.
The modern era of event planning has evolved dramatically, shaped by technological advancements, changing consumer preferences, and the global shift towards more sustainable and inclusive practices. This transformation is reflected in various aspects of event planning, from the way events are conceptualized and executed to how they are experienced by attendees.
Technology Integration: One of the most significant changes has been the integration of technology into event planning. Digital platforms for event management, such as Cvent or Eventbrite, have streamlined the planning process, offering tools for online registration, ticketing, and attendee tracking. The adoption of virtual and augmented reality has enhanced attendee engagement, offering immersive experiences that were previously unimaginable.
Sustainability Focus: There is a growing emphasis on sustainability in event planning. This shift has led to the adoption of eco-friendly practices such as reducing waste, using biodegradable materials, and selecting venues that follow green policies. Events are now not only assessed on their immediate impact but also on their long-term environmental footprint.
The event planning industry is uniquely positioned under the media spotlight, making sustainability practices not just a matter of corporate responsibility but a critical component of public perception and brand image. Unlike other businesses that might operate without constant public scrutiny, events are public-facing by nature, often subject to media coverage and immediate social media broadcasting. This visibility means any attempt to greenwash—or superficially showcase sustainability without substantive action—can be quickly exposed and criticized. Consequently, event planners are compelled to adopt genuine sustainable practices to withstand public and media scrutiny, and to demonstrate their commitment to environmental stewardship. In this light, sustainability becomes an integral part of the event’s success narrative, influencing attendee satisfaction and sponsor approval, while ensuring that the event leaves a positive legacy that extends beyond mere regulatory compliance or marketing rhetoric.
Inclusive practices such as Diversity, Equity, and Inclusion (DEI): Another critical aspect of modern event planning is the focus on inclusion of diverse groups. Events are increasingly designed to be accessible and welcoming to people of all backgrounds, abilities, and preferences. This inclusivity is not just a moral imperative but also a business one, as a diverse attendee list can lead to richer discussions and broader networking opportunities.
Impact of COVID-19: The COVID-19 pandemic has had a profound impact on the event planning industry. It accelerated the adoption of virtual events, with platforms like Zoom and Microsoft Teams becoming commonplace. The exponential growth post-COVID has not even been realized because of how ubiquitous hybridity has become, and thus how difficult it is to track. The pandemic has also highlighted the need for flexibility and contingency planning in event management. These are not trends that have waned in a post-COVID marketplace (Litvinova-Kulikova et al., 2023).
Economic Contribution: The event planning industry continues to be a significant economic driver. According to the Events Industry Council, the global business events sector contributes over $1 trillion to the global GDP annually (as cited in Wagner, 2018). This figure underscores the industry’s importance not just as a facilitator of professional and social gatherings but also as a key contributor to the global economy.
Governments worldwide have increasingly recognized the significant economic and social benefits of hosting conferences, events, and conventions in recent years. This realization has spurred a growing investment in the development and expansion of convention centers and event spaces. This substantial economic contribution is a key driver behind governmental support for the sector. Cities hosting large-scale conferences and conventions benefit from increased tourism, which boosts local businesses, including hotels, restaurants, and retail stores. As a result, there is a concerted effort by governments to attract these events to their regions, seeing them as catalysts for economic growth and international recognition.
This push by governments has led to the growth and modernization of convention spaces across the globe. A prime example is Seattle’s new conference center, Summit, an expansive facility spanning approximately 600,000 square feet. Such developments are not isolated; they reflect a global trend. In Asia, for instance, the market size of the convention and exhibition industry is estimated to be over $200 billion annually (Allied Market Research, 2020). Governments in countries such as China and Singapore actively promote their regions as hubs for international meetings and events. These investments are not only aimed at economic gains but also at positioning cities as centers of innovation and cultural exchange.
The development of state-of-the-art facilities, equipped with the latest technology and sustainability features, is part of a broader strategy to attract high-profile international events, enhancing a city’s global standing and fostering a more vibrant local economy. The support from governments in this sector signifies a recognition of the far-reaching impacts of conferences and conventions, extending beyond immediate economic benefits to long-term regional development and international connectivity.
The principles, practices, and initiatives aimed at promoting diversity, equity, and inclusion within organizations, events, and communities, fostering respect, fairness, and opportunity for all.