Cameron Roberts, editor, Conference News, talks to industry figureheads about the trends making waves in 2024.
2023 was a year of unpredictability for event organisers, with lead times lowering and geopolitical trends meaning rising costs for operating venues, the challenges mounted for those producing meetings and events.
But what this year has taught us, is that events (particularly those face to face) are vital for business success across numerous industries. In this series of features, we’ll uncover what event trends are changing the game in 2024.
A year for change
First on the block is Martin Fullard, director, news and content, The Business of Events and Davies Tanner; and Chris Skeith OBE, chair, UKEVENTS. Both of whom highlight how the general election is likely to be a big swing factor for the success of the events industry.
Fullard said: “The pandemic has proven the value of in-person events and appetite remains strong. 2024 will be characterised by the rate of inflation, which the Government predicts to slow to 2% by the Autumn. According to our data, the meetings and events sector will continue to see a higher revenue per delegate rate as a result and events will likely be smaller.
“As there is seemingly no end in sight for the relative uncertainty we have faced in recent years, average lead times will continue to hover around 60-70 days. This will be compounded by the fact 2024 is a general election year, which typically slows business.
“On a global scale, the Global Destination Report has highlighted that 46% of convention bureaux have seen more funding for their activities in 2024, and they will become known to us reasonably quickly. However, with 54% of destinations reporting stagnant or reduced budgets, once again many destinations may find themselves at a competitive disadvantage.
“In 2024, a savvy destination will invest in business events.”
Skeith OBE, said: “In 2024, the UK events industry is poised for a transformative year, with keen anticipation surrounding the general election. The potential for events to ascend the government’s agenda creates an opportunity for growth and recognition. Amidst rising business costs and cautious consumer demand, event organisers will showcase their innovative prowess, adapting to challenges with resilience.
“A significant shift toward skill development and apprenticeships is expected, reflecting a commitment to nurturing homegrown talent. As the industry navigates uncertainties, this focus on workforce development aims to fortify the sector and ensure a sustainable future.
With the election on the horizon, 2024 holds promise for the events industry to not only weather challenges but also to emerge stronger and more adept in delivering ever-more world-leading creative and impactful events.
“Sustainability and technology will continue to be at the top of the agenda for organisers, venues and their customers – the opportunity to drive efficiencies and knowledge sharing and utilising new technologies will be a key focus. In equal measure, there will be the continued drive to run businesses and events as sustainably as possible, both will create lasting impacts, legacies and value.”
Changing tech
The next two experts up are Gabrielle Austen Browne, founder, Diversity Alliance; and Anna Peters, creative director, Evolve Events. The pair talk about how technology’s evolution needs to service events, by becoming more inclusive and facilitating live experiences.
Austen Browne, said: “I predict that digital accessibility will become a higher priority for organisations as they aim to comply with laws like the upcoming European Accessibility Act.
“All EU Member States must have by now transposed the European Accessibility Act into national law. As of 28 June 2025, companies must ensure that the newly marketed products and services covered by the Act are accessible.
“I believe that this will drive more intuitive and inclusive design of online experiences, physical spaces, content and workplace policies to ensure equal access and opportunity for people with disabilities.”
Peters, said: “In 2024 ROI still matters, but there’s a shift to a broader approach with ROE (Return On Emotion) on the rise. Attendees crave events with impact, authenticity and values that align, especially with the rise of AI making face-to-face connections more crucial.”
