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read moreThe Asia Pacific Incentives and Meetings Event (AIME) has commenced at the Melbourne Convention and Exhibition Centre today with delegates from the domestic and international business events community arriving for the number-one trade show for the industry.
More than 600 exhibitors and 650 hosted buyers are expected to conduct over 20,000 meetings during AIME 2025.
Study shows events set to rise in 2025
At the same time, events software company Cvent has revealed that eight out of 10 (81%) of event professionals in Australia and New Zealand plan to increase their total volume of events in 2025, compared to 68% last year.
The Cvent Event Industry Report 2025 (Australia and New Zealand) reveals that event planners plan to increase their events across formats with a projected 57% increase in in-person events, followed by webinars at 56%, virtual events at 54%, and hybrid events at 45%.
While this shift in event format is promising, brand awareness has emerged as the top factor influencing planners while organising events. However, generating revenue from events remains the biggest challenge in event management.
The report reveals with 77% of event professionals plan to increase spending and 100% prioritise event expenditure. But revenue generation from events remains a significant hurdle despite a growing focus on making events sustainable and engaging attendees.
The report also underscores the willingness of organisations to invest in event technology, with 24% prioritising technology, 17% emphasising event promotions, and 16% focusing on content speakers.
Technology is rapidly transforming the events industry, with factors like brand reliability, reporting analytics, and pricing determining the choice of event tech. The report further highlights Australia’s high receptiveness to tech advancements, with 45% of organisations showing a strong willingness to adopt and try out new event tech solutions.
The report also underscores the increasing role of artificial intelligence, with 75% of organisations using it to plan, design, manage, and/or market their events. This digital transformation is not just a trend but a new frontier that event professionals can explore to create more engaging and impactful experiences.
The report also underscores the industry’s commitment to sustainability and accessibility with 80% of respondents claiming a sustainability target for their events this year and 64% willing to track event/attendee carbon footprint to become more sustainable.
Moreover, 71% of organisations implemented sustainable events last year. This commitment to sustainability is further complemented by the increasing focus on accessibility, with 68% of respondents claiming they have an accessibility target for their events this year. This collective responsibility and consideration are shaping the future of events positively.
Jack Ukil, Senior Director and Country Head of Cvent Australia, explained “as we look toward 2025, event professionals across Australia and New Zealand are demonstrating a strong commitment to expanding event volumes and embracing diverse formats, signalling a promising growth trajectory.
“This evolution is driven by innovation, sustainability, and an unrelenting focus on creating more immersive and impactful experiences. At the same time, we are seeing a heightened emphasis on accessibility, with organisations in this region recognising its critical importance and embedding it as a core standard for their events in the year ahead.”
Images: Delegates at AIME (top) and participants at the Hong Kong Tourism Wine and Dine Festival (below).
11th February 2025 - Report launched by Melbourne Convention Bureau on positive impact of business events
11th December 2024 - Inaugural Australian Business Events Awards recognise outstanding achievements
11th November 2024 - Business Events Industry focuses on next decade of growth
22nd October 2024 - ABEA releases report on state of the Business Events Industry
16th September 2024 - BEIA open registrations for business events industry conference in Taranaki
10th September 2024 - Australian Business Events Association achieves 100% growth in its first year
28th August 2024 - Schwartz Family Company offers complete business events solution in Blue Mountains
1st August 2024 - COSBOA announces Australian Business Events Association as its newest council member
29th July 2024 - AIME makes new executive appointments ahead of planned 2025 growth
28th June 2024 - Federal Government promotes new business events data resource
13th May 2024 - Melbourne Convention Bureau champions sustainable business events with latest Melbourne eGuide
30th April 2024 - New Zealand business events sector launches Strategic Direction 2035
11th March 2024 - Australian Business Events Association appoints Samantha Glass to its Board of Directors
21st February 2024 - Cvent returns to AIME 2024 as Official Event Tech Partner for Third Consecutive Year
21st February 2024 - ABEA signs MoU at AIME to propel diversity, sustainability and talent development sector
16th February 2024 - Melbourne Convention Bureau set to impress at AIME 2024
29th March 2023 - AIME post-show analysis reveals anticipated $200 million in business revenue
27th June 2024 - Cvent flags a trending focus on technology and sustainability in Australian event industry
24th May 2023 - Singapore tops Cvent’s Asia Pacific list of meeting destinations and hotels with Sydney ranked second
14th April 2023 - Cvent reports 2023 corporate travel volume to exceed pre-COVID levels
9th June 2020 - Cvent secures award for Best Event Technology at the MEA 2019 Awards
6th August 2018 - Cvent shares guidance on planning and managing events
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