Current challenges and future opportunities in the events Industry
Corsa has actively engaged with a diverse array of professionals in the events industry this year, gathering valuable insights from event organizers, marketers, agencies, corporations, and associations. The landscape of the events industry for 2025/2026 is marked by robust, steady growth and an increasing emphasis on integrating technology, particularly artificial intelligence (AI). There is also a strong commitment to deep personalization and sustainability, as the industry evolves from simple attendance models to creating transformational, community-focused experiences.
As we look ahead, the future of meetings is becoming knowledge-driven and purpose-led. Key trends shaping this evolution include:
AI's Transformative Role: AI is poised to revolutionize event planning through enhanced matchmaking, lead generation, personalized attendee journeys, and data-driven strategies that foster lasting legacies.
Significance of Impactful Destinations: Destinations that boast strong academic ecosystems and contribute positively to society will become increasingly relevant in attracting and hosting events.
Interconnected Growth: The advancement of technology, commitment to sustainability, and emphasis on human connection must evolve together to create a comprehensive and impactful approach to event planning.
While the outlook is promising, industry professionals have raised concerns about the rising costs associated with hosting events, prompting planners to seek innovative solutions that enable them to deliver quality experiences within tighter budget constraints.
Furthermore, our research investigates the current state of technology in event planning and execution. Although many planners have adopted various technological tools, challenges regarding their complexity and costs remain prevalent.
Current Challenges in the Events Industry
Rising Costs
Surging costs associated with hosting events are a substantial concern for professionals. Organizations often struggle to manage budgets due to increasing expenses for venues, catering, and services, compelling event planners to seek inventive solutions.Complexity of Event Technology
The reliance on technology has added complexity to the planning process. While these tools can enhance efficiency, many planners feel overwhelmed by the variety of options, leading to usability frustrations.Calculating Return on Investment (ROI)
Determining event ROI remains a challenge. Quantifying the impact of networking opportunities and attendee engagement complicates decisions regarding event investments, increasing pressure to demonstrate tangible results.Marketing Campaign Effectiveness
Event marketers face difficulties in creating campaigns that resonate with target audiences. While personalization and audience engagement are vital, many struggle to implement these strategies effectively, raising concerns about turnout.Economic Uncertainty
Economic uncertainty looms over event professionals, creating concerns about funding, safety, and regulatory changes that may affect attendance and sponsorship opportunities.
Current State of Technology in the Events Industry
Our research shows that technology is evolving within the events sector, presenting both opportunities and challenges:
Adoption of Event Technology
Most planners have adopted various technological tools, including registration platforms, all-in-one solutions, and mobile apps. However, many find these tools overly complex, leading to frustrations regarding usability and integration. The proliferation of disparate, distributed systems that do not integrate properly creates inefficiencies and complicates workflows for event planners.This lack of seamless integration can result in several issues, such as data silos where important information is trapped in isolated systems, making it challenging to obtain a comprehensive view of event metrics and attendee engagement. Additionally, the difficulty in synchronizing data across platforms can lead to errors in reporting, adversely affecting decision-making processes.
Moreover, the learning curve associated with navigating multiple systems can overwhelm staff and lead to increased training time and costs. Ultimately, these integration challenges can detract from the overall event experience, preventing planners from fully leveraging technology to optimize their operations and enhance attendee satisfaction. Addressing these integration issues is crucial for creating a streamlined and efficient event planning process.
AI in Event Planning
AI is playing an increasingly vital role in event management. Planners utilize AI for content creation, attendee engagement, and data analysis, enhancing efficiency and enabling personalization. Despite its benefits, concerns about over-reliance on technology remain a topic of discussion. Corsa conducted research titled "Is Artificial Intelligence Having an Effect on the Events Industry?" to gather insights into current uses, emerging trends, and challenges related to AI adoption. The findings revealed a strong willingness among respondents to adopt AI technologies, but several barriers must be addressed. These include the need for proper training, access to case studies for practical insights, and issues related to costs and integration. Overcoming these obstacles will be crucial for successfully implementing AI solutions and realizing their potential benefits in the events industry. Find the report here.Training and Responsible AI Use
Training is essential for building expertise and closing knowledge gaps, emphasizing ongoing development. Additionally, responsible AI use—ensuring ethical standards and security measures—is vital for fostering trust and collaboration within the industry.Challenges with Software Cost and Integration
Costs related to implementing and maintaining event technology raise concerns as planners navigate multiple, sometimes incompatible, software solutions, prompting calls for a streamlined approach.Data Privacy and Security
As technology use increases, so do concerns regarding data privacy and security. Event professionals prioritize compliance and the protection of sensitive attendee information.Future Innovations
Excitement surrounds potential innovations, such as virtual and augmented reality and improved data analytics tools, which are expected to enhance attendee experiences and address existing challenges.
Outlook: A Mix of Optimism and Caution
Despite the challenges, a sense of cautious optimism prevails in the events industry:
Hopeful Perspectives on Technology
While challenges associated with new technologies exist, planners believe they present opportunities for creativity and growth.Evolving Role of Events
Event professionals increasingly see themselves as strategic partners within their organizations, emphasizing sustainability and impactful experiences.Resilience Amid Uncertainty
The industry’s resilience is evident as many planners view the current climate as a chance for growth and adaptation through collaboration.Balancing Excitement with Caution
While optimism is strong, professionals remain vigilant about risks that could influence the industry landscape, highlighting the need for continued education and proactive measures.Cautious Optimism for 2026 and Beyond
Looking ahead to 2026, forecasts suggest a positive outlook, although economic pressures necessitate adaptability and innovation.
Planners’ Feedback: Insights into the Future
Planners express varied sentiments regarding the evolving industry, noting concerns about political climates impacting attendance and overall engagement. Nevertheless, many are excited about the opportunity to create immersive, engaging experiences while leveraging technology to maximize event potential.
Evolving Perspectives
In navigating the complexities of the current environment, planners focus on the future:
Embracing Innovation and Sustainability
There is strong enthusiasm for incorporating sustainability into event practices, with many organizations recognizing its importance for long-term viability. Eco-friendly solutions are increasingly being integrated as core components of planning strategies.Community and Connection
As digital solutions proliferate, the intrinsic value of in-person human interactions remains paramount. Event professionals believe that authentic connections fostered through events are irreplaceable, driving them to prioritize personal engagement and create memorable experiences.Concerns Over Resource Allocation
Despite optimism about the future, planners highlight ongoing struggles with resources and staffing. Budget cuts and staffing reductions in some organizations raise concerns about maintaining high-quality events. Event professionals emphasize the importance of strategic planning and creativity to maximize the use of available resources.Collaboration and Partnerships
It is increasingly evident that collaboration within the industry is essential. Building partnerships can help organizations share resources and knowledge, improving overall outcomes. Planners advocate for a collective approach to navigate uncertainties and explore new growth avenues, emphasizing that unity can enhance resilience.
Conclusion
The insights from the events industry reveal a complex landscape of challenges and opportunities. Key concerns include rising costs, technological issues from non-integrated systems, and economic uncertainties, yet enthusiasm for the sector's potential remains high.
Moving forward, embracing innovation in technology and sustainability is crucial, alongside fostering community and in-person connections. A cautious optimism is evident, but industry professionals need to be proactive and agile to tackle emerging challenges.
By prioritizing strategic partnerships, leveraging technology, and maintaining sustainability, the events industry can thrive in the years ahead. Adaptation and innovation will shape the industry's path in 2026 and beyond.
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