The business events sector is at a turning point. Costs are climbing, sustainability expectations are rising, and delegates want more than another networking dinner. Margins are under strain, yet clients demand measurable ROI and experiences with impact.

Generations Y and Z in particular expect purpose, outcomes, and community benefits. Corporates are under pressure, too, with emissions reporting, cleaner travel, and waste reduction now essential.

Technology is reshaping the landscape. AI is curating agendas, matching buyers and sellers, and cutting costs, while hybrid platforms extend events into year-round communities. But challenges around data privacy and execution remain.

Sponsors are also changing tack. Traditional branding is out; immersive activations and measurable engagement are in. Some are spending less, but others are committing more – provided the event aligns with social or environmental goals.

The winners in this new environment will be operators who adapt; becoming strategic partners, not just logistics managers. That means proving ROI, embracing tech, prioritising sustainability and designing events people love to attend.

Collaboration and creativity will be key to building stronger, more resilient business models.

Read the full story at FACTSevent.com

Hear Peter Harbison and 100+ speakers across 30+ sessions at FACTS 2025 on 25-26 November 2025 at ICC Sydney.