Onwards - part 2 of the 2025 trend review

Hello again, and Happy Lunar New Year!

Welcome to edition 2 of this newsletter. In this space, I'd like to share some ongoing thoughts and observations on developments in the business events industry.

If you read the 1st edition, you know that I have analysed the most reputable industry outlooks from trusted organisations and experts worldwide and distilled them into?one unified forecast. Today I share more details about the second half of this list.

But first - again - some news and updates from my industry log.

New and noteworthy - from my log:

• People News: Mary Larkin joins Nineteen Group as President Americas

Nineteen Group , the UK-based international organiser, has appointed Mary Larkin as President of its new operations in the Americas "to lead our next phase of growth." The company is growing rapidly internationally, having only recently opened an office in Singapoere acquired a show there (see last edition).

• More People News: New Chief Growth Officer at Montgomery Group

Independent exhibition organiser Montgomery Group , marking its 130th year in 2025, has appointed Sanjeev Khaira as Chief Growth Officer. He will begin in February. Sanjeev will focus on advancing Montgomery Group’s strategic initiatives, identifying new market opportunities, and strengthening partnerships to drive innovation and success across its diverse portfolio of events. Sanjeev most recently worked at Arc network and Capital Events/Adnec.

• Even more people news: Joyce Leveston to take over as CEO at Javits Center in New York

Joyce Leveston (CMM, CVP) will be appointed as the new chief executive officer of the Javits Center , The New York Convention Center Operating Cooperation (NYCCOC) has announced. Leveston will join the Javits team on February 10, and she will officially assume the role of CEO on Monday, March 10 - taking over from retiring long-time CEO Alan Steel .

• And yet more people news: Dominic McKay new CEO at the Scottish Events Campus in Glasgow

The Scottish Event Campus (SEC) has appointed Dominic McKay as its new Chief Executive Officer. McKay brings a wealth of experience from his previous roles in the sports and events sectors. His leadership is anticipated to drive the SEC’s strategic vision and growth in the coming years.

• Australia: Melbourne’s Australian Open Transforms into Corporate Australia’s Busiest Boardroom

Every sporting event is also a hub for business these days - point in case: The Australian Open at Melbourne Park has become a central hub for corporate activities, with business leaders using the event for client engagement and networking. Flight bookings to Melbourne surged, especially during finals week, nearly doubling those to Sydney. The event serves as both a reward for employees and a platform for corporate sponsorship, significantly boosting the local economy.

• US: Industry Conferences, Trade Shows Enhance Security Measures

Industry conferences across the United States have implemented heightened security protocols. Organisers are collaborating with local law enforcement agencies to ensure the safety of attendees. These measures include increased surveillance, stricter access controls, and comprehensive emergency response plans.

• China: Exhibition Industry On The Growth Path

In January each year, China releases an industry report during the annual CEFCO conference. According to this official data. China’s exhibition industry hosted 3,844 economic and trade events in 2024, marking a 10.1% year-on-year growth in total exhibition space, reaching 155 million square meters. This expansion has propelled Chinese enterprises onto the global stage, contributing to a more integrated global exhibition ecosystem. The industry’s growth is attributed to favorable policies and a robust domestic market, writes Xinhua, the Chinese news agency.

Now - Back to the 2025 trends...

To recap: From emerging trends to the challenges shaping the year ahead, I found eight key topics?that will define the agenda for the business events industry in 2025. These are:

• Sustainability as a Strategic Imperative
• Face-to-Face Interaction as an Economic Driver
• Geopolitical and Economic Resilience
• Technology as an Enabler, Not a Substitute
• Destination Diversification and Decarbonization
• Workforce Transformation and Talent Development
• Personalization Meets Data-Driven Insights
• Hybrid and Digital Synergies

ICYMI - I analysed the first four ones in the previous edition of this newsletter. Below a deeper dive into the second set of these aggregates trends.

5. Destination Diversification and Decarbonization

As overtourism and climate change reshape the global landscape, secondary destinations are becoming more attractive. These locations not only offer cost-effective solutions but also align with sustainability goals by reducing the environmental impact of large-scale events. Planners are exploring lesser-known regions that provide unique cultural and experiential value while ensuring access to eco-friendly infrastructure. This trend is reshaping the perception of venue selection, emphasizing the importance of responsible tourism and event planning.

6. Workforce Transformation and Talent Development

The business events industry is grappling with workforce challenges, from talent shortages to shifting career perceptions. Attracting diverse, skilled professionals is essential for sustaining innovation and meeting evolving industry demands. Investment in training programs, mentorship, and career development initiatives is crucial to address these gaps. Additionally, redefining the value proposition of careers in events, particularly in hospitality and logistics, is key to drawing the next generation of professionals.

7. Personalization Meets Data-Driven Insights

The demand for hyper-personalized experiences is reshaping event planning. By leveraging data analytics, planners can offer tailored content, customized itineraries, and predictive matchmaking, enhancing attendee satisfaction. However, the ethical use of data and transparency in its application are critical to maintaining trust. Events that successfully integrate personalization while respecting privacy will stand out in a competitive market.

8. Hybrid and Digital Synergies

Hybrid events have moved beyond novelty to become strategic tools for expanding reach and engagement. Combining in-person excellence with virtual accessibility ensures inclusivity while addressing budget and environmental considerations. The emphasis is on delivering measurable ROI through hybrid strategies, balancing costs with impactful experiences for both physical and virtual attendees. The evolution of hybrid models reflects the industry’s adaptability and its commitment to innovation.

Agree? Disagree? Let me know!

On the road again

I will be in Malaysia and speak at the 2nd International Business Events Forum BE in Sabah on February 27/28 - with friends and colleagues like Datuk Dr M Gandhi , Dato’ Sri Dr. Haji Irmohizam Ibrahim, JP , Janet Tan-Collis , Hosea Andreas Runkat , Mike Williams , Ruud Janssen, DES, CMM , and others. Let me know if you will be around!

That's all for today. Please share stories, thoughts, and feedback! Until next time!