Event logistics specialist, Simon Hainsworth, managing director of Corporate and Sporting Events (CSE) who has managed over 750 corporate and sporting events, has discusses the key to successful events in 2025, as audience expectations shift and technology advances.
Technology
Technology has left a mark on the events industry, with 44% of attendees now deeming the use of technology vital for event engagement, according to the Freeman report.
The advent of AI means the sector is now looking at ways to integrate this new wave of tech into its offering. Half of all organisers are planning to use AI according to the Amex GBT Global Forecast 2025 – compared to 40% looking to use mobile apps as part of their event and 31% aiming to incorporate virtual reality.
At the same time, there is also a demand from audiences for a more personal approach – they want to receive recommendations to help them schedule their time at an event; and they want an experience tailored to their interests.
Hainsworth highlights the challenge of balancing personalization with technology’s role in enhancing audience experience. Rather than replacing human interaction, he suggests using AI for behind-the-scenes tasks like analysing data, personalising information, and improving global communication.
Inclusivity and diversity
Technology can help tackle accessibility and inclusivity challenges in the industry, from translation apps for foreign-language speakers to voiceover navigation for visually impaired attendees.
Hainsworth also outlines how, despite efforts to broaden participation in sports, barriers remain, with the Power of Sport report revealing that 52% of disabled people struggle to attend live events due to accessibility issues.
The same challenges extend to non-sporting events, where 68% of industry respondents in the Inclusivity Matters report cited a lack of diverse representation as a barrier. Other obstacles include socioeconomic, physical, and language barriers, as well as transport difficulties and unconscious bias.
The future is greener
Sustainability is also a key factor when it comes to the success of events in 2025. Event attendees expecting a real commitment to environmentally friendly practices which go above and beyond the ‘standard’.
This was evidenced through the Paris Olympics 2024, which was the first summer games to take place after the publication of the sustainability-focused Olympic Agenda. 95% of venues were existing or temporary structures, while new infrastructure like the Aquatics Centre included features such as solar panels, bio-sourced materials, and seats made from recycled bottle caps. The Games used 100% renewable energy, and all venues were accessible by public transport, with the athletes being transported using electric, hybrid and hydrogen-powered vehicles.
Looking ahead to 2025, sustainability remains a key focus, with event organisers urged to consider eco-friendly choices in venue selection, travel, and logistics.
Hainsworth notes that, with the events industry set to grow in value to approximately £1.6trillion over the next four years, it is clear there are plenty of opportunities for organisers to maximise their success – and their profits – but the clever use of tech, and a focus on both sustainability and accessibility will be key to ensuring the sector can meet the challenges of 2025 and beyond.
Home » News » Conquering industry challenges: The key to successful events in 2025
Conquering industry challenges: The key to successful events in 2025
Event logistics specialist, Simon Hainsworth, managing director of Corporate and Sporting Events (CSE) who has managed over 750 corporate and sporting events, has discusses the key to successful events in 2025, as audience expectations shift and technology advances.
Technology
Technology has left a mark on the events industry, with 44% of attendees now deeming the use of technology vital for event engagement, according to the Freeman report.
The advent of AI means the sector is now looking at ways to integrate this new wave of tech into its offering. Half of all organisers are planning to use AI according to the Amex GBT Global Forecast 2025 – compared to 40% looking to use mobile apps as part of their event and 31% aiming to incorporate virtual reality.
At the same time, there is also a demand from audiences for a more personal approach – they want to receive recommendations to help them schedule their time at an event; and they want an experience tailored to their interests.
Hainsworth highlights the challenge of balancing personalization with technology’s role in enhancing audience experience. Rather than replacing human interaction, he suggests using AI for behind-the-scenes tasks like analysing data, personalising information, and improving global communication.
Inclusivity and diversity
Technology can help tackle accessibility and inclusivity challenges in the industry, from translation apps for foreign-language speakers to voiceover navigation for visually impaired attendees.
Hainsworth also outlines how, despite efforts to broaden participation in sports, barriers remain, with the Power of Sport report revealing that 52% of disabled people struggle to attend live events due to accessibility issues.
The same challenges extend to non-sporting events, where 68% of industry respondents in the Inclusivity Matters report cited a lack of diverse representation as a barrier. Other obstacles include socioeconomic, physical, and language barriers, as well as transport difficulties and unconscious bias.
The future is greener
Sustainability is also a key factor when it comes to the success of events in 2025. Event attendees expecting a real commitment to environmentally friendly practices which go above and beyond the ‘standard’.
This was evidenced through the Paris Olympics 2024, which was the first summer games to take place after the publication of the sustainability-focused Olympic Agenda. 95% of venues were existing or temporary structures, while new infrastructure like the Aquatics Centre included features such as solar panels, bio-sourced materials, and seats made from recycled bottle caps. The Games used 100% renewable energy, and all venues were accessible by public transport, with the athletes being transported using electric, hybrid and hydrogen-powered vehicles.
Looking ahead to 2025, sustainability remains a key focus, with event organisers urged to consider eco-friendly choices in venue selection, travel, and logistics.
Hainsworth notes that, with the events industry set to grow in value to approximately £1.6trillion over the next four years, it is clear there are plenty of opportunities for organisers to maximise their success – and their profits – but the clever use of tech, and a focus on both sustainability and accessibility will be key to ensuring the sector can meet the challenges of 2025 and beyond.