9 minute read
TRENDS 2025: 2025 EVENT TRENDS
2025 EVENT TRENDS
Collaborative partnerships, tech, innovation and elevated expectations are driving a brave new world for events in 2025. With the evolving nature of how the industry curates events that stand out, these are the major trends shaping cutting-edge productions in the year ahead, writes Matthew Sainsbury.
For the Australasian events industry, 2025 is a year for collaboration. Gone are the days of transactional relationships between organisers and suppliers – instead, deep strategic partnerships have emerged as the foundation that will underpin successful events. This evolution is being driven by increasingly sophisticated technology, changing delegate expectations and a new generation of attendees who seamlessly blend physical and digital experiences.
From AI-driven personalisation to sustainable design solutions, emphasis is on creating meaningful experiences that resonate with modern audiences, while delivering measurable business outcomes. As event professionals prepare for 2025, four key trends are reshaping the industry landscape.
Strategic partnerships
A refocus on the strategic value-add suppliers can bring to partnerships is fundamentally changing how events are conceived and delivered, according to Arinex CEO Nicole Walker. “Events will continue the focus on attendee wellbeing, with programs focusing on cognitive load management with adaptive content delivery,” she says, highlighting how this new collaborative approach enables more sophisticated event design.
This shift represents a fundamental reimagining of the event planning process. Where once suppliers might have been engaged late in the planning stages, they are now becoming integral to the strategic development of events from inception. Walker emphasises that successful events now require authentic engagement with local communities and their cultures, alongside technological integration to reduce carbon footprints. This holistic approach demands early and ongoing collaboration between organisers, suppliers and community stakeholders.
The impact of this partnership model extends far beyond the planning stages. “Data is crucial to track ROI and we rely on technology to analyse data for our sponsors and provide them with recommendations to best connect with their target audience,” says Walker.
For example, as a signatory of Net Zero Carbon Events, Arinex views sustainable event design as “an urgent and mandatory element” and can leverage data the event management company has in this area to demonstrate to its customers a compelling case that goes beyond assumptions of what sustainability means, and actually qualify the best approach.
Ultimately, sustainability is one example where event organisers are looking towards their partners to help them reshape everything from venue selection to program design. With the right partner able to take a holistic look at every level of an event, the result is a more connected and thoughtful approach to event delivery that considers long-term impact alongside immediate outcomes.
Evolving delegate engagement
The way delegates interact with conference content is also undergoing a radical transformation, driven by changing expectations and new understandings of how people learn and network effectively.
Kim Stevenson, co-founder and director of strategic operations at Think Business Events, and Denise Broeren, the company’s other co-founder and director of business development, tell Spice they have observed a fundamental shift in how delegates want to interact at conferences.
“Delegates are wanting more time for networking,” says Stevenson. “Having only enough time to grab a coffee and go to the bathroom doesn’t give them time to actually network.”
Think Business Events works closely with its partners to help build more fluid experiences that prioritise interaction and discussion. The solution, Stevenson suggests, goes beyond simply extending break times. Her team has introduced world-cafe-style discussion groups and sessions to facilitate dialogue between delegates.
Perhaps most innovatively, one popular approach the duo has helped clients implement is “hackathons” where key industry issues are presented and delegates work in groups on potential solutions.
“Research shows there is ‘content download’ through presentations in the session, but people only retain the information they interact with,” notes Broeren. This understanding has profound implications for how content is delivered and consumed at conferences.
The focus on interaction extends to how spaces are designed and how sessions are structured. Rather than traditional theatre-style seating, many sessions now incorporate informal lounges and discussion spaces. This approach reflects a growing understanding that learning happens through conversation and collaboration as much as through formal presentation.
Generational shift and social media integration
The entry of younger generations into the professional sphere is catalysing further changes in event design and delivery. Hannah Pickford, executive director at ASN Events, has been at the forefront of adapting to these changes.
“With content now widely accessible online, conferences must focus on creating irreplaceable in-person experiences,” she says. This observation cuts to the heart of how events must evolve to remain relevant in an increasingly digital world.
ASN Events is responding with a multi-faceted approach that acknowledges the digital native status of young professionals and their desire for meaningful in-person connections. The company is enhancing member-only benefits beyond discounted registrations, including exclusive networking events and recognition opportunities to enhance career progression. This strategy recognises that young professionals value experiences and opportunities over traditional conference formats.
Features such as realtime session summaries and daily content digests will make conferences and a wide range of content more accessible.
The technological integration supporting this evolution is sophisticated and purposeful. Pickford predicts AI-driven tools will offer personalised program suggestions and speaker recommendations tailored to attendees’ preferences.
“Features such as real-time session summaries and daily content digests will make conferences and a wide range of content more accessible, especially for those navigating multiple concurrent streams,” she says.
This approach demonstrates a nuanced understanding of how technology can enhance, rather than replace, in-person experiences. The goal isn’t to digitise everything, but to use technology strategically to amplify the unique value of face-to-face interactions.
Space optimisation and design evolution
The physical environment of events is undergoing its own transformation, driven by changing needs and a new understanding of how space influences interaction. Belinda Meredith, business development manager at Outstanding Displays, has been tracking this evolution closely.
The traditional 3x3-metre booth, while effective in exhibition halls or ballrooms, often falls short in less conventional spaces.
“The traditional 3x3-metre booth, while effective in exhibition halls or ballrooms, often falls short in less conventional spaces,” she says. This recognition has sparked a wave of innovation in booth design and layout, and Meredith’s team has developed flexible approaches to space utilisation.
“To avoid an overcrowded floorplan, opt for a smaller booth footprint – it’s a good idea to choose pods over a traditional booth, or open up the floorplan by removing exhibition booth side walls altogether,” she explains.
This shift is practical and a way to demonstrate an understanding of how physical environments shape interaction and engagement.
The evolution in design thinking extends to materials and sustainability. Meredith has observed a “massive swing towards clients requesting sustainable exhibition options, from recyclable signage to cardboard furniture”. This trend reflects environmental consciousness and practical considerations because sustainable materials offer flexibility and cost advantages alongside environmental benefits.
Most significantly, these changes in space design are enabling new forms of interaction and engagement. Open layouts and flexible spaces support the kind of spontaneous networking and collaboration modern delegates value, while sustainable materials and thoughtful design demonstrates commitment to values that resonate with young professionals. The result is exhibition spaces that look different and function in new ways, supporting the broader evolution of how events deliver value to participants.
Storytelling evolution
Exhibition displays are undergoing a radical transformation as brands seek more engaging ways to connect with audiences, according to Belinda Meredith from Outstanding Displays. Three key trends are driving this change:
• Gamification is emerging as a powerful engagement tool, with brands creating interactive, game-like experiences that weave products naturally into playful narratives. “By focusing on fun and engagement, brands establish emotional connections with their audience,” says Meredith.
• Story-driven design takes exhibitions beyond product showcases to reveal the human stories and values behind brands. This approach creates deeper connections by inviting audiences to see themselves in the brand’s journey.
• Sustainability completes the picture, with eco-consciousness becoming a mandatory consideration. From recycled materials to tree-planting initiatives, brands are integrating environmental responsibility into their physical presence, strengthening trust and credibility with increasingly values-conscious audiences.
New tech toys enhancing events
Technology rental providers are seeing a dramatic shift in client demands as event organisers seek more sophisticated ways to engage attendees. According to Neil Levin, general manager, Australia and New Zealand, at Hire Intelligence International, touchscreens and interactive kiosks have become essential components of modern exhibitions and trade shows.
“Event organisers are seeking advanced visual technologies, such as 4K and 8K screens and LED posterboards and totems, to create immersive experiences,” he says.
However, Levin also notes the technology landscape isn’t without challenges, particularly in connectivity.
The shutdown of Australia’s 3G network has significantly impacted 4G connectivity, creating new hurdles for event organisers.
“They have not increased 4G capacity at all – all three telcos admitted as much – and their focus is on 5G, but 5G has a shorter range and coverage is still minimal,” says Levin. This transition period is requiring careful management of client expectations around network reliability.
Despite these challenges, demand for event technology evolves, and not just in terms of using tech to enhance delegates’ experience on the day. Levin has observed increasing focus on cybersecurity, particularly for longer-term rentals.
“We have many clients hiring for one-to-six-month projects where there are requirements for secure routers and reliable endpoint protection,” he says. Even for shorter events, there’s growing demand for post-event data sanitisation services, reflecting increased awareness of data security.
