BCD Meetings & Events has released What’s Trending 2025, taking a world view of what the new year has in store for the industry.
On a global scale, the report notes a number of general but consequential trends:
- Personalization has become increasingly vital, with a heightened focus on delivering tailored experiences even as companies navigate financial constraints.
- Sustainability remains a top priority, especially for multinational organizations. While cost still wins out in decision making, companies are starting to dive deeper into tracking their impacts and understanding meeting owner and attendee behaviors to better adapt their M&E strategies around sustainability.
- The integration of AI is playing a crucial role in driving innovation and efficiency within events, offering new ways to streamline operations and enhance attendee engagement.
- Geopolitical and regional influences such as upcoming elections and economic instability are shaping strategic decisions, particularly in regions like LATAM and EMEA, where market level challenges can be more pronounced.
Despite these pressures, the report says, the continued emphasis on creativity, combined with the need to adapt quickly to changing conditions, is driving the industry forward, highlighting the importance of agility and forward-thinking in planning successful events.
Regions at a Glance
BCD Meetings & Events regional respresentatives also reported trends in their individual territories:
“A positive spirit pervades the meetings and events landscape in North America, which has increased about 20 percent YOY amid a client retention rate of 98 percent. This consistent growth can be attributed to a few different factors: diversification, customer-centric solutions and sustainable business practices among them. Meanwhile, clients are seeking cost-saving opportunities across the board,” noted Charlene Rabideau, Managing Director, NORAM.
“The mood across the UK is buoyant, as volume and opportunities have returned to levels we saw pre-pandemic. Clients continue to want to hold meetings, though we’re increasingly having to boost creativity to combat flat budgets or very small increases and deliver more for their money…We are seeing consolidation of agencies throughout the UK, which is creating a new picture for us,” reported Helen McCabe, Managing Director, UK.
Regarding Europe, Middle East and Africa, “the overall business sentiment is encouraging, with face-to-face events remaining strong as companies continue to perceive meetings and events as pivotal despite ongoing challenges. Looming large are the ongoing war in Ukraine and conflict in Israel, which do not look to be ending soon… Inflation is another major concern heading into 2025,” said Mikael Ek, Managing Director, EMEA.
“Business is growing aggressively [in Asia Pacific], largely driven by in-person events. About 80 percent of meetings are taking place face-to-face, followed by a smaller percentage of virtual meetings among clients looking to reduce travel costs, and few hybrid events. Budgets are generally remaining flat for 2025… In tandem, third-party supplier options are expanding, enabling much greater flexibility. However, lead times continue to be a challenge, with RFPs required in just a few days,” reported Sanjay Seth, Managing Director, APAC.
“Among the top concerns heading into 2025: increasing environmental changes, persistent inequality, and growing violence that’s forcing millions of people throughout the region to live in a continual state of uncertainty. Government transitions in markets including Mexico, Venezuela and most Central America countries are posing issues as well. Challenges aside, Latin America continues to be a vast land of opportunity. BCD M&E has seen continuous strong and steady growth in this region over the past four years,” related Ana Paula Hernandez, VP & Managing Director, Mexico & LATAM.
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