The events industry is reaching new heights, and our latest 2025 State of Events and Industry Benchmarks report proves it. After surveying over 1,500 event organizers and attendees, the data shows in-person events are more impactful than ever. Organizers are investing more resources, expanding their event strategies, and experiencing higher levels of participation and engagement. In-person B2B conferences, summits, and conventions have become a strategic cornerstone for fostering meaningful connections, driving business growth, and delivering experiences that leave a lasting impression.
In this blog, we’ll explore the key insights from our report, uncovering why in-person events are essential to business growth and brand loyalty. You'll discover how leading organizations are harnessing the power of live experiences, what attendees truly value in today’s event landscape, and actionable strategies to elevate your strategy for maximum impact in 2025 and beyond.
A year of growth for in-person events
The future looks bright for in-person events, and the numbers speak for themselves. According to our report, 53% of event organizers anticipate an increase in their budgets for in-person events this year. But it’s not just about spending more; it’s about the undeniable value of live experiences. With 66% of organizers planning to host more in-person experiences in 2025—up from 42% in 2024—it’s clear that businesses see these gatherings as powerful drivers of growth, connection, and brand impact.
What’s fuelling this momentum? Organizers recognize that nothing rivals the energy of face-to-face engagement, where ideas flow freely, partnerships are formed, and unforgettable moments are created. As in-person events continue to evolve, they are becoming more than just meetings—they're strategic experiences that foster deeper relationships and deliver measurable results. For event professionals, this means a renewed focus on creating dynamic, high-impact events that align with broader business goals and audience expectations.
Organizers are taking a holistic approach and strategizing smarter
Event organizers are embracing a holistic events strategy that combines a variety of event formats, from large conferences to smaller, more targeted gatherings such as executive roundtables, roadshows, workshops, community-driven meetups, and even webinars. This approach allows businesses to engage their audiences at multiple touchpoints throughout the year, ensuring continuous interaction and deeper relationship-building beyond a single flagship event.
A well-rounded events strategy also incorporates digital elements to enhance the overall experience. Hybrid components, on-demand content, and pre and post-event engagement initiatives are being used to extend the lifecycle of events, maximize reach, and provide additional value to attendees. By thinking beyond one-off events and creating an integrated event ecosystem, event organizers can foster year-round engagement, drive stronger ROI, and build lasting brand loyalty.
As competition heats up across industries, businesses are using in-person experiences—both large and small—to showcase thought leadership, foster innovation, and strengthen their market presence. The increase in smaller field and micro-events is a clear indicator that companies are leaning into live experiences as a core part of their growth strategies and leveraging them to create meaningful touchpoints and lasting impressions in ways that digital channels alone can’t achieve.
In-person events are drawing crowds
As the frequency of events rises, so does attendance. According to our report, 57% of organizers have seen an increase in attendance at their in-person B2B conferences, summits, and conventions over the past year, up from 52% in 2024. This steady upward trend signals a demand for face-to-face experiences and highlights the growing impact of live events in today’s business landscape. Furthermore, 83% of organizers believe in-person B2B conferences, summits, and conventions are the most effective way to build and grow a community.
For event organizers, this presents a significant opportunity to capitalize on the momentum by delivering exceptional, immersive experiences that resonate with their audiences. As event strategies continue to evolve, the emphasis on attendee engagement and personalized experiences will play a crucial role in maintaining and increasing these participation levels in 2025 and beyond.
In fact, 75% of attendees say immersive experiences help them disconnect and engage more meaningfully, yet only 23% reported that their most recent in-person event featured plenty of interactive sessions. By bridging this gap and prioritizing immersive, interactive elements, organizers can meet attendee expectations and set their events apart in an increasingly competitive landscape.
At the same time, attendees are seeking balance, with 73% emphasizing the importance of free time at events rather than packed schedules. By addressing these preferences and integrating immersive, community-driven elements, organizers can transform events into indispensable platforms for growth, connection, and innovation in their attendees’ professional lives.
As always, networking is another key reason attendees prioritize face-to-face gatherings. Our report reveals that 50% of attendees agree that in-person B2B conferences offer the best networking opportunities, making this one of the most critical factors in their decision to attend. For many professionals, the value of in-person networking cannot be overstated—after all, relationships built in person often have greater depth and longevity.
Events have earned the title of the most impactful marketing channel
One of the most compelling insights from our report is the recognition that in-person events are seen as the most impactful marketing channel for event professionals. A significant 78% of event organizers believe that in-person events are the most powerful way to engage with their audience and achieve their marketing objectives. This highlights the enduring value of face-to-face experiences in building brand credibility and driving business outcomes.
In fact, according to our 2025 State of Events Report, 80% of organizers report that in-person events are critical to their organization’s success, and 24% claim sales pipeline growth was their company’s highest priority for in-person B2B conferences, summits, and conventions. Whether it’s generating leads, fostering relationships, or increasing brand awareness, in-person experiences are at the heart of marketing strategies for many businesses in 2025.
Sponsorships also play a crucial role in enhancing this experience, as 37% of organizers attribute 40-60% of their event revenue to these partnerships. By designing branded booths, interactive sessions, and activations that prioritize sponsor ROI and attendee engagement, organizers can create a more memorable and impactful experience for everyone involved.
Sustainability concerns are on the rise
As the events industry grows, so does the expectation for organizers to prioritize sustainability in meaningful and measurable ways. Attendees are looking for events that minimize their environmental footprint, reduce waste, and promote ethical practices. In fact, 18% of attendees indicated that sustainable practices are their number one priority when deciding whether to attend an in-person event. Organizers who fail to address these concerns may risk falling behind, as attendees and sponsors now view sustainable practices as essential.
This doesn’t mean it’s easy. As one C-level organizer put it, “Sustainable practice has become the second-largest challenge because it requires balancing economic, environmental, and social dimensions while addressing resource constraints, environmental degradation, and uncoordinated development issues.”
Despite this challenge, organizers who embrace sustainable practices help reduce their events' environmental impact and send a strong message to their audience that they care about the future. Whether it’s through sourcing local products, minimizing plastic use, or adopting carbon offsetting strategies, sustainability is quickly becoming a critical part of the event planning process.
The future is bright for in-person events
With more events on the horizon, growing attendance, and increased investment, in-person experiences are thriving in 2025. Organizers and attendees are embracing the unmatched opportunities these experiences offer—from building meaningful connections to fostering vibrant communities and driving business growth. At the same time, as sustainability takes center stage, event planners are rising to the challenge, innovating to meet the evolving expectations of modern audiences. The future of events isn’t just bright—it’s dynamic, impactful, and full of potential.
Ready to take your events to the next level in 2025?
Download our full 2025 State of Events report for a comprehensive look at the state of in-person events. It includes more insights, data, and actionable takeaways to help you plan your next successful event. Get your free copy today!
