With an industry valuation that skyrocketed from $422 billion in 2022 to $498 billion in 2024 – and projected to be $932 billion by 2032 – the numbers tell a compelling story: Businesses are doubling down on live experiences. 73% of marketers have increased event budgets. 52% of event organizers are reporting higher attendance year on year, and 86.4% plan to maintain or grow in-person gatherings in 2025.

Live events drive engagement, visibility, relevance, relationships, and ultimately bottom-line growth. As businesses crave authentic human connection, the resurgence of live events is more than a trend – it’s a fundamental shift in engagement strategy.

The Tech Factor. Driving Smarter Experiences.

The digital transformation wave hasn’t skipped the B2B events space. Nearly half (48%) of event planners are prioritizing the integration of new technologies, whether through AI-powered networking, virtual reality showcases, or data-driven attendee personalization. The early adopters of these innovations are reaping the rewards, proving that technology isn’t just an add-on—it’s a necessity for sustained success.

The Events Supplier Landscape: Growth Through Acquisition

Industry giants are taking notice. Clarion Events, owned by Blackstone, is actively pursuing acquisitions to capitalize on the demand for conferences, with ambitions to double its revenues and operating profit by 2030. This aggressive expansion signals confidence in the long-term viability of B2B events as a growth engine.

Proof in Numbers: Mobile World Congress as a Benchmark

One of the clearest indicators of industry momentum is the growth of flagship events like the Mobile World Congress. Attendance leapt from 88,500 in 2023 to 101,000 in 2024, partly completing the post-pandemic ‘spring-back’. With numbers surpassing the 110,000 mark in 2025, it’s another indicator of an undeniable trend: Business leaders, innovators, and decision-makers see the value in congregating at major industry gatherings.

The Future is Bright for the Smart

At Ei, we’re seeing stellar event growth, innovation and rising star events knocking some of the previously reliable forums off their perch. With this level of change, the opportunities – and risks – for maximizing ROI from your events have never been greater. Companies that embrace this evolution by smartly investing in the right experiences, leveraging technology, and staying ahead of industry trends will not only stay relevant but thrive in this new era.

Ei consistently assesses event portfolio performance independently for our clients, ensuring they select precisely the right events and engage in them in exactly the right way to hit their objectives. With so much change going on, we’re staying right on the pulse, constantly updating our Event Supplier Mapping tool (the only database of it’s kind anywhere in the world) based on these trends.

And we’re offering a free consultation to show how you could be better leveraging your events spend. If you’re considering how to optimise your events strategy, and are keen make your decisions based on evidence, we’d love to show you the Ei approach.

Please reach out to hear more: tony.jarvis@ei-a.com

EI Global B2B Marketing Intelligence

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