Event trends for 2025

In 2025, we predict conferences will be more personalised and accessible, incentive programs will focus on well-being and inclusivity, and technology will continue to drive innovation and engagement.  

Conferences

  1. AI-Driven event personalisation AI and machine learning will revolutionise how events are planned, managed, and experienced. From personalised recommendations to predictive analytics, AI will optimise event schedules, improve matchmaking for networking opportunities, and provide attendees with content that is relevant to them. It also offers the ability to tailor each attendee’s journey, creating unique and memorable experiences at every stage of the event. 

2. Short form video Events must maximise assets with smaller budgets, focusing on short-form videos to boost post-event engagement. TikTok-style formats cater to changing audience behaviours and shorter attention spans. Planners should capitalise on the opportunity to repurpose live-streamed or recorded events into concise, engaging formats to capture highlights effectively.  

3. Personalisation at scale Attendees seek tailored content and experiences aligned with their interests. AI and data analytics will help organisers customise agendas, balance topic and speaker preferences, and foster networking opportunities. With a focus on attendee wellbeing, events will balance cognitive load with adaptive content, supported by personalised channels of communication. 

4. Sustainability Sustainability is no longer optional for 2025 conferences, with an emphasis on engaging local communities and using technology to minimise carbon footprints. Organisers will consider potential host destinations’ performance against the Global Destination Sustainability Index and will prioritise sustainable suppliers, upcycling materials and carbon-offset programs as a standard practice.

5. Podcasts Futurist Scott Galloway points out that podcasts are growing faster than any ad-supported medium – in the US alone, half the population listen to a podcast, compared to less than 10% 15 years ago. Events that incorporate this medium into their marketing and content delivery will reach a far greater audience – be it an onsite podcast or media booth or repurposing the content after the event has finished. 

Incentives 

  1. Genuine cultural experiences Incentives will incorporate meaningful cultural experiences, connecting attendees to local history and communities. Initiatives like guided tours and storytelling with local leaders create lasting emotional connections while benefiting host communities. 

2. Location, location, location Destinations that offer a unique blend of accessibility, seasonality, and diverse experiences will be prioritised for incentive programs. This allows for authentic connections to local cultures and new money-can’t-buy experiences. Think a private marketplace that supports local artisans – like this Fiji incentive case study – or intimate cultural performances that engage local Indigenous communities. We expect companies to invest in life-enriching trips, that foster team building and a sense of adventure such as hiking the Milford or Routeburn Tracks in New Zealand’s South Island or a once-in-a-lifetime journey to the sacred site of Uluru – in the heart of Australia. 

3. Focus on mental health Wellness-focused incentives show attendees their well-being matters, helping to prevent burnout and increase overall satisfaction. By focusing on holistic incentives that support both physical and mental health, companies can ensure their employees remain motivated, productive, and committed. This could include wellness retreats, fitness challenges, mindfulness workshops, or providing access to wellness apps and resources. 

4. Inclusive programs Incentive programs are becoming more inclusive and diverse, ensuring that all employees have equal opportunities regardless of their background, role, or preferences. This trend reflects a broader push for inclusivity in the workplace, with organisations aiming to create environments where all employees feel valued and supported. Expect incentive programs in 2025 to cater to all ages and abilities, and include family-oriented programs to allow children to attend. 

5. Rhubarb! Rhubarb, a versatile ingredient, has gained culinary prominence across menus, embraced for its adaptability to both sweet and savoury dishes.