The top event trends planners need to consider in 2025

Sustainability remains a central focus in the events industry and will continue to be high on the agenda after new European legislation entered into force this year which requires large companies to establish due diligence procedures to address adverse impacts of their actions on human rights and the environment. 

Over half (54%) of meeting professionals consider ESG highly important in their 2025 planning, with 47% having established clear sustainability goals and action plans and focusing on DE&I practices, waste management, and eco-friendly food and beverage options. A significant majority (86%) of meeting professionals have already implemented DE&I best practices or plan to do so (Amex). 

There has been a shift in priorities more recently with planners widening their focus to incorporate the social impact of events. Social impact, the "S" in ESG, includes aspects like diversity, equity, inclusion, community engagement, and cultural preservation.

While reducing environmental impact remains a top priority, taking a more holistic approach to event sustainability that encompasses both planet and people looks set to be a major focus in 2025.

Cvent’s report revealed that measuring an event’s success depends on several factors, including attendee engagement (30%), attendance (28%), ROI (25%) and positive attendee feedback (25%). 

Attendee experience is clearly the top priority for planners. And while traditionally, ROI has been the dominant measurement, focusing primarily on financial outcomes, Return on Emotion (ROE) is gaining prominence as a metric for evaluating an event’s success. 

ROE (which can also mean return on experience), recognizes the value of the emotional experiences of attendees, which significantly influence engagement, satisfaction, and long-term loyalty.

This increased focus on emotional impact will affect every element of the planning process from venue sourcing to event design. Emma Bason Director Global Venue Sourcing, Amex GBT Meetings & Events said: “End to end experience is more and more important. When we looked for venues in the past, we looked at location, price, and value. Now we are asking, “how does this venue make you feel?”

While there are some destinations that will always be popular with organizers – London has again been named the top city in EMEA for corporate events in Amex GBT's Meetings & Events Forecast Top Meetings Destinations study – research shows that planners are increasingly booking different and new destinations.

The Amex report revealed significant shifts in the EMEA region, with Madrid leapfrogging Barcelona to secure second place, and cities like Berlin climbing the ranks, pushing Amsterdam out of the top five as planners seek cost-effective and accessible venues.

Meanwhile Cvent data reveals that sourcing in Western Europe has declined, while Eastern and Northern Europe and Northern America have gained traction. This suggests corporate clients are being bolder with their destination choices, especially as lead times remain short and competition for venues fierce in the most popular cities. 

Savvy planners are turning to secondary cities thanks to the multitude of benefits they provide, such as excellent availability and affordability, while still offering the excellent infrastructure, accessibility and activities that primary cities provide.

It also enhances appeal for attendees to attend and builds excitement as its more likely to be a destination they have not visited before, which is increasingly important as the trend for ‘bleisure’ travel – where delegates extend business trips to include leisure – continues to grow.

This shift in destination sourcing is being driven by attendees who are demanding fresh, exciting and authentic experiences, especially for incentive events. The 2024 Incentive Travel Index found that 70% of incentive planners indicated an increased demand for new destinations not used before.

As 2025 approaches, the meetings and events industry is brimming with opportunities for innovation and impact. From harnessing AI for efficiency and personalization to embracing a broader approach to sustainability and prioritizing emotional and social impacts, the future of event planning is as dynamic as ever.

Planners who adapt to these emerging trends—focusing on holistic experiences, creative destination choices, and meaningful sustainability practices—will lead the way in crafting events that inspire, engage, and leave lasting impressions.