What’s Happening in the Event Industry for 2025: Insights for Entrepreneurs and Business Owners

As we kick off 2025, I’ve been reflecting on the trends shaping the event industry—particularly for entrepreneurs and small business owners who are planning events that truly feel like an extension of themselves and their work. When I say these words, I’m talking about life coaches, business coaches, wellness or fitness instructors, community builders, marketing or sales strategists, and so many others. If that’s you, let me share what I’m seeing in this space as an event strategist and logistics expert.

Hosting events that align with your mission and business is more important than ever. These events aren’t just about logistics or ticket sales—they’re about creating experiences that connect with your audience and elevate your impact. Let’s dive into five key trends that are defining the event industry for 2025:

1. Niching Down

I know the word “niche” can make people anxious. “What if I’m leaving people out who could be ideal clients or attendees?” That’s a valid concern (and one I’ve felt A LOT in my own business) but here’s the truth: the more specific you are about your ideal attendee, the more likely you are to attract them to your event. Just like in business, specificity wins.

One of my clients is hosting a conference specifically focused on launching digital products, like online courses and memberships. She’s been intentional in her marketing, so it’s no surprise that her event has a lot of interest—and from exactly the right audience. Because she’s clear on her niche, she’s able to choose speakers and experiences that will deliver the most value to her attendees. Every element of the event is aligned with her audience’s needs and her event vision.

For those hesitant to niche down, I’d ask you to revisit your ultimate goal for hosting an event. Sure, selling tickets is important, but do you want someone in the room who feels bored, frustrated, or out of place? Probably not. Getting specific ensures that your audience feels connected and supported, and it simplifies your planning process—from choosing the right speakers to creating messaging that resonates.

2. Tangibility

More and more attendees are craving events that go beyond motivation and inspiration. While those aspects are still valuable, the real magic happens when people walk away with something tangible they can apply immediately in their business or life.

Tangible outcomes can look like:

• Learning a new skill set.
• Developing a 7- to 14-day action plan (keeping it short so they can implement immediately & confidently).
• Forming connections & partnerships they can continue working with.

I’ve noticed that this trend thrives in more intimate event settings. Conferences with fewer than 150 attendees, workshops with 50 or less, and even small-group masterminds or retreats are excellent formats for delivering actionable takeaways. The key is ensuring your event’s content, speakers, and experiences are laser-focused on outcomes that align with your audience’s goals.

3. Collaborations

Collaborations, partnerships, and sponsorships are becoming increasingly critical to hosting successful events in 2025. Like everything else, the cost to host an event has greatly increased. Collaborations not only enhance attendee experiences but also contribute to profitability and engagement.

Let me share an example. I’m co-hosting a mastermind and we needed a private chef for 12 people. Our budget was tight, but we still wanted an elevated experience. We found a local female founder who’s a private chef, and we invited her to participate in the mastermind in exchange for her services. She agreed & we only had to payout food costs and tips. This partnership allowed us to stay on budget, supported a fellow entrepreneur, and added incredible value to the event.

Collaborations like this aren’t just financially savvy—they also strengthen relationships. When you work with others in your community, you create a network of support that goes beyond the event itself. In fact, studies show that collaboration can increase event attendance and engagement by up to 27%*. Don’t be afraid to get creative with how you partner with others to enhance your events.

[*Source: Bizzabo Event Trends Report]

4. Intentional Spending

Attendees are becoming more intentional about where they spend their time and money. With so many events popping up, it can be overwhelming to decide which ones to attend. Often, this leads to “paralysis analysis” (anyone else ever feel this way in life & business??), where potential attendees decide not to attend anything at all.

Here’s how to combat that:

• Use testimonials to showcase your value and build trust.
• Be specific about what attendees will gain from your event— as mentioned in the “Tangibility” section!
• Take the time to create a budget that reflects the value of your event and the kind of profit you want to see. Then, research your market. Talk to your ideal attendees, review pricing for similar events, and ensure your pricing feels both valuable and accessible.

When you’re clear about your event’s purpose, who it’s for, and the outcomes attendees can expect, it becomes easier for people to say “yes” without hesitation.

5. Virtual Summits Galore

While I’m an in-person event gal, I can’t ignore the growing popularity of virtual summits. These events are booming in 2025 as a way to grow audiences, build email lists, and provide value at scale. Even with virtual summits, though, you need to niche down and deliver tangible outcomes to stand out.

This July, I’ll be hosting my own virtual summit focused on helping event hosts and planners cut planning time in half, create unique and successful events, and master everything from negotiating partnerships to using event software. If that’s something you’re interested in, stay tuned! And if you’re considering hosting your own summit, I recommend exploring platforms like HeySummit to streamline the process.

Final Thoughts

This might not be the list of flashy trends you expected—but that’s the point. These five areas aren’t about following the latest gimmick; they’re about creating impactful, meaningful events that are aligned with your goals and your audience’s needs.

I’ll leave you with this: Give what you can, take what you need, and remember that your event is an extension of you and your business. Stop comparing yourself to others and create the event that feels authentic to you. When you do that, success follows.

Cat Roten, Event Strategist + Logistics Expert

Impactful Event Co.

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If you’re ready to take the next step, I invite you to join the Event Host Community, where we simplify planning, provide resources, and offer support to help you host events that feel uniquely you. Click here to learn more and join today.