The “Cvent Event Industry Report 2025”, Australia and New Zealand edition, reveals 81 per cent of event professionals plan to increase their total volume of events in 2025, compared to 68 per cent in 2024.

Other key findings from the report are that event organisers plan to increase their events across most formats, with a projected 57 per cent increase in in-person events, followed by an increase in webinars at 56 per cent, virtual events at 54 per cent, and hybrid events at 45 per cent.

Brand awareness is the top factor influencing planners when organising events, although event revenue generation remains the biggest challenge in event management.

Overall, the report reveals a positive market sentiment in Australia, with 77 per cent of event professionals planning to increase spending, and 100 per cent prioritising event expenditure.

The report emphasises the willingness of organisations to invest in event technology, with 24 per cent prioritising technology, 17 per cent emphasising event promotions, and 16 per cent focusing on content speakers.

The report highlights Australia’s receptiveness to tech advancements, with 45 per cent of organisations showing a strong willingness to adopt and try out new event tech solutions – 75 per cent of organisations are using AI to plan, design, manage and market their events.

In terms of the event industry’s commitment to sustainability and accessibility, 80 per cent of respondents claim a sustainability target for their events in 2025 – up from 71 per cent in 2024 – with 64 per cent willing to track event/attendee carbon footprint to become more sustainable.

Sixty-eight per cent of respondents say they have an accessibility target for their events in 2025.

“As we look at 2025, event professionals across Australia and New Zealand are demonstrating a strong commitment to expanding event volumes and embracing diverse formats, signalling a promising growth trajectory,” says Jack Ukil, senior director and country head of Cvent Australia.

“This evolution is driven by innovation, sustainability and an unrelenting focus on creating more immersive and impactful experiences.

“At the same time, we are seeing a heightened emphasis on accessibility, with organisations in this region recognising its critical importance and embedding it as a core standard for their events in the year ahead.” 

Cvent commissioned independent market research consultancy Censuswide to conduct the survey for the report, with research conducted with 150 senior event planners, marketers and other decision-makers between 26 November 2024 and 6 December 2024.

The report is designed to equip event professionals with the latest industry trends and insights, to help them make informed decisions, and uncover opportunities to create engaging and impactful experiences for their target audiences.

Photo at top: iStock/monkeybusinessimages.