Events are finding a new energy and fire

And all because some things never do change...

This week, two contrasting articles were published. One forecasted that businesses would soon embrace AI as their strongest and newest ally, arguing that this adoption might eventually spiral out of control. While this remains to be seen, it’s worth noting that the journey for businesses to fully embrace AI has been gradual, making a loss of control—and “human extinction within the next 30 years”—highly unlikely.

The second article emphasised the growing importance of events for two compelling reasons:

·??????? people are increasingly seeking bespoke and unique experiences.

·??????? face-to-face contact remains a fundamental pillar in people’s lives.

The market is undoubtedly challenging, but many analysts suggest that the next twelve months will once again separate those who can thrive in any environment from those who falter without a strong economy. This has been a recurring theme over the past eight years, with few expecting significant economic growth in 2025. However, what remains constant is the value of experiences and face-to-face interaction—nothing achieves these as effectively as great events.

EP is observing the same trend. As we approach the New Year, demand for events has doubled compared to this time last year. In response, EP is launching an Events Planning Division to meet this growing demand.

Whilst we have organised thousands of events with the corporate sector over the years, we’re now also being asked to organise international music events, art shows, and even special bespoke parties that go beyond the launching of products and the sharing of intelligence. At a time when machines seem to be taking centre stage, there is a rediscovered interest in human connection—exchanging opinions, not just data, and nurturing ideas, not just efficiency.

Trust, which has never been more vital than in the current times, remains the foundation of strong relationships. It is built by connecting and nurturing genuine interactions—a principle that endures even as the world evolves and advancements like AI transform workspaces and hospitality operations. Nothing surpasses the trust forged through face-to-face relationships, an irreplaceable bond between suppliers and clients, especially in challenging markets.

If nothing else has been learned over the past five years, one lesson stands tall: hospitality today plays a central and more significant role than ever before, and its influence is set to grow even further. It is an intriguing time, as the industry understandably faces concerns about the year ahead and its economic challenges. Yet, it also holds numerous new areas for expansion. This year presents both threats and opportunities, and the question for all of us is this: can we seize the opportunities while effectively managing the threats?

Events will play a pivotal role:

• sporting events are becoming bigger and more significant.
• conferences, while evolving, remain strong.
• venues are adapting to become destinations that offer more, enhancing their competitiveness.

The rules of the game are changing, but the importance of the game itself remains as vital as ever.