As the event industry continues to evolve, staying on top of emerging trends is essential for event planners seeking to create memorable and impactful experiences. In this guide, we'll look into the most important industry trends expected to influence the events landscape in the coming year.
From the rise of hybrid events to the growing focus on sustainability, diversity, and technology, we'll uncover the key drivers shaping the future of events. Whether you're an event organiser, event manager, venue team or client, we’ll explore the trends reshaping the way we gather, connect, and celebrate.
11 Event Industry Trends for 2024
In recent years, the events industry has undergone transformative changes driven by advancements in technology, shifting consumer preferences, and global events such as the COVID-19 pandemic. Staying on top of these changes is crucial for event professionals to remain relevant and competitive in an increasingly dynamic market. Check out the top 11 event industry trends for 2024:
- Trend #1. Adapting Event Format for Multiple Audiences
- Trend #2. Creating Experiential Value During Events
- Trend #3. Using AI, AR & VR Event Tech
- Trend #4. Prioritising Event Sustainability
- Trend #5. Fostering Diversity & Inclusion at Events
- Trend #6. Events as a Core Marketing Tactic
- Trend #7. Maximising Attendee Participation
- Trend #8. Optimising Event Budgets to Increase ROI
- Trend #9. Scaling Events with Streamlined Planning & Management
- Trend #10. Capturing & Using Event Data Ethically
- Trend #11. Adding Value Beyond the Event
Trend #1. Adapting Event Format for Multiple Audiences
The trend of adapting event formats to suit multiple audiences has gained significant traction, particularly in response to the COVID-19 pandemic, which compelled the events industry to undergo a major transformation. While in-person events have historically been the cornerstone of the industry, the pandemic highlighted the importance of virtual and hybrid formats in ensuring continuity and accessibility. According to VFairs, 93% of event organisers plan to incorporate virtual events into their overall strategy moving forward, underlining the continued relevance and potential of virtual and hybrid events even as restrictions ease.
In 2021, ICC Belfast collaborated with international keynote speaker David Meade to present a comprehensive six-part digital event series, The Virtual Delegate, showcasing the flexibility of virtual events. Broadcasted live on LinkedIn and YouTube, this virtual initiative explored strategies for organisations to optimise engagement across virtual, hybrid, and in-person events for both their employees and clients. Global MICE experts came together to share insights into the industry and the challenges and lessons learned on their respective paths to success.
How to make the most of this trend:
When planning a hybrid event to accommodate multiple audiences, ensure seamless integration between in-person and virtual components by utilising virtual event platforms that offer interactive features and networking opportunities accessible to remote attendees.
Trend #2. Creating Experiential Value During Events
The trend of creating experiential value during events such as live events and product demonstrations underscores the growing importance of attendee engagement and satisfaction within the events industry. Experiential events are designed to immerse attendees in memorable and interactive experiences that go beyond traditional presentations or networking sessions. According to Forbes, 65% of consumers believe that live events and product demonstrations help them better understand a product or service, emphasising the effectiveness of experiential strategies in driving engagement and brand perception.
The Game of Thrones Premiere event held at ICC Belfast delivered an immersive and unforgettable experience for attendees. The ICC Belfast event delivery team collaborated closely with Northern Ireland Screen and HBO for over a year to transform our spaces into a cutting-edge cinematic experience within Hall 1. This meticulous planning and execution not only brought the vision to fruition but also left a lasting impression on both the invited guests and devoted fans of TV series.
How to make the most of this trend:
To create experiential value during events, prioritise interactive elements such as live demonstrations, hands-on activities, and immersive exhibits that engage attendees on multiple sensory levels.
Trend #3. Using AI, AR & VR Event Tech
The utilisation of innovative event technology, including artificial intelligence (AI), augmented reality (AR), and virtual reality (VR), has become increasingly popular within the events industry. Statista forecasts significant growth in the AR and VR global market, with an expected annual increase of 10.77% from 2024 to 2028, highlighting the expanding interest and investment in these immersive technologies. AI, AR, and VR offer unique opportunities to improve corporate events by providing interactive and engaging experiences for attendees.
In 2023, Belfast warmly welcomed over 2,000 delegates from 190+ countries for the 13th annual One Young World Summit. From the outset, ICC Belfast’s comprehensive in-house technical production capabilities were integral to the planning process. To realise the event's vision, One Young World maximised the use of the in-house LED screens, lighting designs, and stage sets across all main stages and breakout sessions. The technical solutions also benefitted exhibitors like Tourism Northern Ireland, who utilised AR technology to entice delegates to explore the region while they were visiting.
How to make the most of this trend:
To incorporate innovative event technology like AI, AR, or VR in your next event, collaborate with experienced tech providers specialising in immersive experiences. This will take advantage of their expertise to create engaging and memorable interactions for attendees.
Trend #4. Prioritising Event Sustainability
The trend of prioritising event sustainability is gaining significant traction, particularly in the UK, where environmental consciousness is on the rise and regulatory frameworks such as the COP26 Sustainability Report are influencing business practices. Sustainable event planning involves incorporating practices that minimise environmental impact, such as reducing waste, conserving energy, and sourcing ethically and locally. These efforts align with broader societal and governmental goals to combat climate change and promote responsible business practices.
During the 2023 British Ecological Society Annual Meeting, nearly 1,200 event professionals gathered in Belfast for Europe’s largest conference dedicated to ecology. Carbon and sustainability are embedded in BES’s vision, meaning they try to consider the carbon impact – and broader impact on nature – of all activities and projects from design to delivery. One of the reasons they chose ICC Belfast was because it is the first green meetings gold certified conference venue on the island of Ireland. They worked closely with the event delivery team to ensure that we eliminate single use plastic, reduce food waste, and prioritise working with local suppliers during the event.
How to make the most of this trend:
Prioritise sustainability in your next event by opting for event venues with established environmental practices, such as locally sourced food, waste reduction and energy efficiency. Aligning your event with sustainable values from the outset will minimise its environmental footprint.
Trend #5. Fostering Diversity & Inclusion at Events
Considering diversity and inclusion within events has become increasingly important in the events industry. The 2023 Global Meetings & Events Forecast highlights this significance, revealing that 80% of event attendees consider diversity and inclusion initiatives as crucial factors when choosing which events to attend. Creating diverse and inclusive events involves various aspects, including ensuring venue accessibility for people with disabilities, employing well-trained event staff with cultural awareness, and incorporating assistive technology to accommodate diverse needs.
During the 2024 ICCA UK & Ireland Chapter meeting, nearly 150 event professionals gathered in Belfast for the three-day Resilience and Competing for Change programme. The programme delved into aligning the industry with the United Nations Sustainable Development Goals, emphasising the significant economic impact of business events alongside the importance of responsible business tourism. This event was kicked off by schoolgirls from the 2024 SistersIN programme who addressed the conference with their inspiring vision for Northern Ireland's future.
How to make the most of this trend:
Prioritise diverse representation among speakers, panellists, and attendees to offer a range of perspectives and experiences. Provide networking opportunities specifically geared towards underrepresented groups, allowing them to connect and collaborate with peers.
Trend #6. Events as a Core Marketing Tactic
The trend of using events as a core marketing tactic continues to gain momentum, with in-person events projected to be the top B2B marketing channel in 2024, according to Statista. Various types of events serve as effective platforms for brand promotion, including trade shows, conferences, product launches, workshops, and experiential activations. These events offer opportunities for businesses to showcase their products or services, engage directly with their target audience, and build brand awareness in a dynamic and immersive environment.
ICC Belfast has served as the selected venue for the Digital DNA Awards for the past three years, marking an annual celebration of Northern Ireland's Tech and Digital sector. The 2022 edition witnessed a triumphant comeback after a two-year hiatus, attracting a turnout of over 700 attendees. This event offered a unique opportunity for industry experts and organisations in the technology and digital sector in Northern Ireland to come together and celebrate their achievements from the past year.
How to make the most of this trend:
When prioritising events as a core marketing tactic, align your event type with your brand proposition and event objectives to maximise impact and ROI.
Trend #7. Maximising Attendee Participation
Maximising attendee participation has emerged as a crucial aspect of event planning, as evidenced by the Sweap report which indicated that 40% of event managers consider engagement rate one of the most important Key Performance Indicators (KPIs) for event success. This concept is supported by the IKEA effect, a cognitive bias where individuals place a higher value on products they have created. By allowing attendees to contribute to the content and direction of the event, organisers tap into this principle, promoting a sense of ownership and investment among participants.
ICC Belfast hosted Coca-Cola HBC staff for their annual all-company conference. The Evolve Conference 2024 provided a unique platform for stakeholders from across the Island of Ireland to convene, exchange insights, collaborate, and stimulate innovation. The event featured inspirational keynote speakers, interactive zones, and exciting nighttime entertainment, all contributing to a spectacular and motivating experience for attendees.
How to make the most of this trend:
To maximise attendee participation, incorporate interactive elements such as live polls, Q&A sessions, and networking opportunities throughout your event agenda, allowing attendees to actively engage and shape their own experience.
Trend #8. Optimising Event Budgets to Increase ROI
As budget cuts continue across various industries, optimising event budgets has become increasingly crucial for organisations. With 65% of organisations saying meeting spend is increasing, there is a greater emphasis for companies to maximise return on investment (ROI). The need to reduce spending while simultaneously increasing profitability underscores the importance of strategic budget allocation and cost-effective planning in the events industry.
ICC Belfast was delighted to support the British Society for Paediatric Endocrinology and Diabetes (BSPED) to bring its members to our city for the first time for their 49th annual general meeting. Collaboration was paramount in ensure the event was delivered on budget, and our experienced in-house team at ICC Belfast played a pivotal role in surpassing expectations. This event underscored the exemplary partnership between our team, a professional conference organiser (PCO), and city partners, all coming together to deliver an important conference in the field of life and health sciences.
How to make the most of this trend:
To optimise event budgets, meticulously plan and track expenses, leveraging cost-effective solutions and negotiating favourable rates with vendors, while ensuring that every expenditure aligns with the event's strategic objectives and anticipated ROI.
Trend #9. Scaling Events with Streamlined Planning & Management
Streamlining event management processes is crucial for maintaining consistency, minimising errors, and maximising productivity. This can be achieved through various strategies, such as establishing dedicated teams responsible for specific tasks, implementing project management software to facilitate communication and task tracking. By optimising workflows and eliminating unnecessary steps or bottlenecks, event planners can streamline the planning and execution of large-scale events, allowing for seamless scalability and improved efficiency.
ICC Belfast welcomed almost 1,000 high-profile delegates from around the UK as well as international reproductive health specialists across three days for the Fertility Conference 2023. Kanban methodology principles were adopted by the ICC Belfast team as part of our event management process to deliver an exciting programme that showcased the latest work and research taking place in the field.
How to make the most of this trend:
Consider leveraging project management software to centralise communication and task tracking to ensure efficient coordination and execution across all aspects of the event.
Trend #10. Capturing & Using Event Data Ethically
The trend of collecting and utilising event data ethically has gained significant traction in the events industry, as event organisers recognise the immense value that data insights provide for informing future event planning and assessing event success. By analysing data on factors such as registration numbers, session attendance, and feedback surveys, event planners can identify areas for improvement, optimise resource allocation, and tailor future events to better meet attendee needs and expectations.
However, the growing importance of data compliance cannot be overlooked, particularly in light of increasing concerns around data privacy and security. With regulations such as the General Data Protection Regulation (GDPR) setting stringent requirements for data handling and protection, event organisers must prioritise ethical data collection practices to ensure compliance and maintain trust with attendees. It's imperative for event planners to be transparent about data collection processes, obtain explicit consent from attendees, and implement robust security measures to safeguard sensitive information.
How to make the most of this trend:
Prioritise ethical data collection at your next event by clearly communicating to delegates why data is being collected, ensuring that there are robust security measures in place to safeguard personal information.
Trend #11. Adding Value Beyond the Event
The trend of adding value beyond the event itself reflects the recognition that events can serve as catalysts for ongoing engagement and relationship-building long after they conclude. Events offer a wealth of resources and knowledge that can continue to benefit attendees’ post-event, ranging from access to event materials such as slide decks, speaker videos, and professional event photography, to opportunities for continued networking and learning.
Following the One Young World Summit, delegates graduated as One Young World ambassadors and returned home with the knowledge and motivation to make a difference in their communities. As they took on the challenges of peace and reconciliation, climate emergency, food crisis, education, and mental health, it was clear that delegates were leaving behind this city to make the world a better place and become a force for positive change. It is estimated that the One Young World Summit injected £3 million into the Northern Ireland economy, proving that Belfast is the perfect host for business events and international conferences.
How to make the most of this trend:
To prioritise adding value beyond the event, create a dedicated online platform or resource hub where attendees can access event materials, recordings, and additional resources post-event, extending the event's impact and fostering continued engagement and learning opportunities.
Capitalise on Event Trends with ICC Belfast
From prioritising sustainability and diversity to leveraging innovative technology and maximising attendee participation, these event industry trends offer valuable insights for event planners seeking to create impactful and memorable experiences.
ICC Belfast believe that embracing these trends is essential for driving future success in event planning. We encourage readers to use this resource as a guide in the early stages of event planning, and to consider partnering with ICC Belfast to bring your vision to life. Whether it's a corporate conference, seminar or exhibition, our experienced team will help plan and execute an event that not only aligns with these upcoming trends but also exceeds expectations.
Contact ICC Belfast today to start planning your next event.
Read Next
