Picture this: you’re walking into a buzzing conference center in 2025, greeted by a holographic welcome sign, a personalized agenda on your phone, and a coffee cup made from recycled ocean plastic. The crowd is a mix of in-person and virtual attendees, all eager to network, learn, and—let’s be honest—snag some branded swag. If this sounds like the future, you’re not wrong. The event marketing world is evolving at warp speed, and the numbers behind it are just as electrifying as the experiences themselves.
Event marketing isn’t just back—it’s booming. The global events industry is now valued at over , with projections soaring toward $2.5 trillion by the early 2030s. Marketers are doubling down: plan to increase their event budgets in 2025, and more than half now see measurable ROI from live experiences. If you’re in sales, marketing, e-commerce, or real estate, these aren’t just numbers—they’re your roadmap to the future of audience engagement.
Let’s dive into the 40 most important event marketing statistics for 2025, unpack the trends, and see what’s really driving this industry’s wild growth.
The Big Picture: Event Marketing Statistics for 2025
Before we get granular, here are some headline stats that set the stage for the year ahead:
- Global events industry value: , projected to hit
- Annual growth rate: 5–7% CAGR, depending on the source
- Corporate events market: On track to exceed
- Event budgets: plan to increase event spend in 2025
- Virtual events market: , expected to reach $537 billion by 2029 (22.7% CAGR)
- Hybrid events: 60% of associations expect hybrid/virtual to be a major part of future events
- Sustainability: 81% of attendees say sustainability matters; 74% are more likely to attend if robust green initiatives are in place
- Technology adoption: 85% of planners use event management software; 50–70% use AI tools for planning or execution
- ROI: 50–61% of marketers report improved sales or ROI from events
- Attendee preferences: 80–83% prefer in-person events, but hybrid and virtual formats are here to stay
That’s just the tip of the iceberg. Let’s break down what’s fueling this growth and how you can ride the wave.
Market Growth: The Expanding Event Management Industry
The event management industry is having a moment—and it’s not just a post-pandemic rebound. It’s a full-on transformation.
Global Size and Growth
The global events market is currently valued at (2024) and is projected to reach , growing at a solid 5–7% CAGR. That’s a lot of lanyards and name badges.
Corporate events are the industry’s heavyweight, with the “businesses & corporations” segment alone on track to exceed . While small and medium-sized events currently hold the largest share, mega-events are the fastest-growing segment—think global expos, massive trade shows, and stadium-filling festivals.
Regional Insights: Where Event Marketing Is Booming
- Europe leads the pack, accounting for about .
- Asia-Pacific is the fastest-growing region, expected to reach at a blistering 12.8% CAGR. China and India are the big engines here.
- North America remains a powerhouse, especially for corporate and tech-driven events.
If you’re looking for the next hot event destination, keep your eye on Asia-Pacific. The region is not just catching up—it’s sprinting ahead.
Event Marketing Trends Shaping 2025
So, what’s actually changing in the way we market and manage events? Here’s what’s trending:
- Hybrid and virtual events: No longer a pandemic workaround, these formats are now a permanent fixture.
- Sustainability: Green events are moving from “nice-to-have” to “must-have.”
- Personalization: Attendees expect tailored experiences, from custom agendas to AI-driven recommendations.
- Experiential marketing: Immersive, hands-on sessions and gamification are driving engagement.
Let’s dig into the numbers behind these trends.
Hybrid & Virtual Events: The New Normal
- In-person events are still the crowd favorite— prefer live experiences.
- Virtual-only events make up about , and will boost virtual-event spending.
- Hybrid events are gaining traction: expect them to be a major part of programming, and say “hybrid is here to stay.”
- The virtual events market is expected to grow from to $537 billion by 2029.
Hybrid events aren’t just a compromise—they’re a strategic advantage, letting brands reach wider audiences and gather richer data.
Sustainability in Event Marketing
Sustainability is no longer just a buzzword—it’s a business imperative.
- say sustainability matters to them.
- before attending.
- if robust green initiatives are in place.
- Despite this, still have no formal sustainability policy.
Common eco-friendly practices include using recycled materials (48%), reducing plastics (44%), and sourcing locally (34%) (). If you want to win hearts (and wallets), go green.
Event Marketing Budgets & ROI: Where the Money Goes
Money talks—and in 2025, it’s saying “invest in events.”
- and plan to increase event budgets.
- Overall event marketing budgets rose compared to the previous year.
- U.S. companies spend about on events.
- report improved ROI from events.
Measuring Success: KPIs and ROI in Event Marketing
How do marketers know if their events are working?
- Top KPIs: Registrations (54%), leads/opportunities (53%), attendance (40%) ()
- B2B events: Lead generation is the #1 goal (61–66% of marketers)
- B2C events: Brand awareness (62%) and networking (59%) lead the pack
- Challenge: 21–26% of marketers admit they struggle to report event performance
The message? Events are delivering value, but measurement and attribution are still works in progress.
Attendee Behavior: What Drives Participation in 2025?
If you want to fill seats (virtual or physical), you need to know what makes attendees tick.
- prefer in-person events; only 1% prefer purely virtual
- (Instagram, YouTube, Facebook are top platforms)
- Engagement drivers: Freebies and gamification rule—, 57% are drawn by contests, and 46% by sweepstakes
- after an in-person event
- after interacting live with a brand
Overcoming Barriers: What Keeps Attendees Away?
- Top obstacles: Event cost, timing conflicts, travel distance, and workload ()
- to offset rising costs
- cite location or regional concerns (health protocols, etc.)
Pro tip: If you want to boost attendance, focus on value—offer immersive experiences, networking opportunities, and tangible incentives.
Technology & Innovation: The Future of Event Marketing
I love a good gadget, and apparently, so do event planners. Technology is now the backbone of successful events.
- use event management software
- The event management software market is worth , projected to hit $107 billion by 2037 (17.7% CAGR)
- say event tech saves them about 200 hours per year
AI and Automation in Event Management
AI is the new event planner’s best friend (and no, it doesn’t ask for overtime).
- report using AI tools for planning or execution
- say they use AI in their work
- their #1 meeting tech for the year
- expect AI will improve their event/travel experience
Top AI applications? Content generation (84% of pros), matchmaking, engagement tracking, and—my personal favorite—personalization at scale.
Technology is now the backbone of successful events, and AI is leading the charge. If you want to automate attendee data collection, event research, or even competitor analysis, is the easiest way to get started—no code or technical skills required.
Event Marketing Channels: What Works in 2025?
The best event in the world won’t fill up if no one hears about it. Here’s where marketers are putting their dollars:
- Email marketing: Used by to promote events
- Video content: Drives
- Social media/influencers: Drive
- Direct mail: 54% of millennials and 61% of their parents respond strongly to direct mail campaigns
- Outdoor ads (billboards): Influence
Social media usage splits by event type:
- B2C events: Instagram and Facebook
- B2B events: LinkedIn and YouTube
Social Media & Influencer Marketing for Events
Influencer and video marketing are now table stakes for event promotion. If you’re not leveraging these channels, you’re missing out on more than half of your potential audience.
Challenges Facing Event Marketers in 2025
It’s not all confetti and standing ovations. Event marketers face some real hurdles:
- Rising costs: Venue, food & beverage, and travel costs are up; cite higher-than-expected F&B costs, 61% cite accommodation rates
- Proving ROI: 95% prioritized improving ROI measurement in 2024
- Talent/skills gap: as a must-have skill
- Staffing shortages: Venues and vendors are feeling the pinch
Overcoming Technology Barriers
- Barriers to adoption: Cost, integration complexity, and change management
- are exploring or switching to new event platforms
- in their events
The winners? Organizations that adopt technology incrementally and prove ROI at every step.
Key Takeaways: Event Marketing Statistics for 2025
- The global events industry is bigger and more dynamic than ever, with .
- Budgets are rising, and from events.
- Hybrid, virtual, and sustainable events are not just trends—they’re the new standard.
- Attendees crave immersive, personalized experiences—and they’ll reward brands that deliver with trust and loyalty.
- Technology (especially AI) is transforming everything from planning to personalization, but tech adoption still has its challenges.
- The most effective marketing channels? Email, video, social media, and—yes—good old-fashioned swag.
If you’re planning, promoting, or sponsoring events in 2025, these stats aren’t just trivia—they’re your playbook.
Sources & Further Reading
Want to dig deeper? Here are the best places to get into the weeds (and find even more stats to impress your colleagues):
Want more actionable insights on automation, AI, and the future of business productivity? Check out for the latest on how technology is reshaping every corner of the business world. And if you’re looking to automate your own data collection for event planning, sales, or marketing, is here to help—no badge required.
Written by Shuai Guan, Co-founder & CEO of Thunderbit. I spend my days building tools that help teams work smarter, not harder. And yes, I’ll take the branded tote bag at your next event—just make sure it’s recycled.