The events industry is moving in a very dynamic field that is influenced by global political and economic instabilities, as well as the increasing use (and dependence) on technology.
Within this framework, corporate events are no longer just moments for networking or promotion, but become essential tools for transformation and inspiration. Their success and impact will be measured by their ability to create community, convey meaning and generate happiness.
Here are highlights extracted from two major international reports: The Power of Experiences (by IMEX Group) and IBTM Trends Report 2025 (by Alistair Turner).
1. Transformative and personalised experiences
Both reports focus on the need to create experiences that are not only memorable but transformative, capable of generating personal growth, connection and a sense of belonging. The approach shifts from ‘entertainment’ to ‘purpose-driven experiences’. The use of technologies such as AI, augmented reality and gamification supports personalisation, but requires ethics and transparency (IBTM).
As IMEX points out, the metric of ROR - Return on Relationships - is spreading, which values the relationships generated rather than just the numbers.
2. Technology: tool or barrier?
The IBTM Trends Report analyses the lights and shadows of AI in events: from augmented accessibility to real-time voice translations and the use of avatars and sentiment analysis. But it warns about the risk of ‘AI-lienation’ and highlights a new trend towards tacticality and sensory imperfection, including through the revival of analogue objects and nostalgic designs. IMEX also emphasises the growing demand for ‘phone-free’ events or events designed to encourage authentic presence.
3. Centrality of the human
The concept of the event as a space of psychological safety is shared by both reports. Vulnerable moments and authentic dialogues (e.g. ‘tough talks’) are emphasised and the role of the organiser is redefined: from logistics manager to curator of relational well-being marked by inclusiveness.
It is also important to consider the particularities of each generation that relates with different tools and objectives.
4. Sustainability: always present?
Sustainability is evolving in an ESG (Environmental, Social, Governance) key where social impact and ethical management gain more importance than environmental sustainability. In any case, initiatives to enable events to become regenerative, local and circular are growing.
We hope these insights are useful to continue to navigate the events industry where more conscious, responsible and humane events are growing.
