Predictions for the B2B events sector are good. However, the industry has some issues to overcome, says Andrew Kyrejko of Momentum Worldwide, to provide experiences that truly connect.
Amex Global Business Travel has released its 13th annual forecast for the global meetings and events industry – and on the surface, things are looking good for the sector. According to planners around the world, the outlook for 2025 is defined by growth and optimism. Event costs are expected by many to level out as demand rises and budgets increase. All of which looks set to support a future with more business events than ever before.
While the outlook is rosy, more events present a massive challenge because of one resounding truth: too many B2B experiences are variations on the same theme, framework, or elements. Another series of long-form keynotes. Another catalog of classroom-style breakout sessions. Another crowded trade-show floor or a …