50+ Key Event Marketing Statistics You Should Know for 2026

Did you know the global events market was valued at $736.8 billion in 2021 and is projected to reach $2.5 trillion by 2035? For planners, this growth comes with mounting pressure, tight budgets, soaring expectations, and the constant need to prove every decision matters.

We understand how overwhelming it can feel to manage registration, hybrid formats, attendee engagement, and ROI simultaneously. Event teams need reliable data and tools that simplify planning, reduce stress, and ensure smooth execution.

In this blog, you'll discover event marketing statistics that help you plan smarter, engage attendees effectively, improve ROI, and make confident decisions for successful 2026 events.

Key Takeaways

• Strong Post-Pandemic Recovery: The events industry has fully rebounded, with consistent year-over-year growth driven by rising in-person attendance and higher organizational investment.
• Hybrid and Virtual Value: Hybrid and virtual formats remain valuable even though attendees still show a strong preference for in-person events.
• Sustainability as a Deciding Factor: Sustainability significantly influences attendance decisions, with most attendees considering eco-policies before registering.
• Technology and AI as Mandatory Tools: Technology and AI adoption have become essential for efficient planning across registration, data management, and attendee experience.
• Persistent Pressure on ROI Reporting: ROI measurement remains a significant pressure point for event professionals, as many still struggle to track results accurately.

Event Industry Growth and Market Momentum

The event sector is expanding quickly, but planners still face pressure to prove ROI, manage rising costs, and meet higher attendee expectations. This creates a challenging environment where every decision needs solid data, not assumptions. Understanding how the market is growing helps organizers align their strategies with actual demand and secure the budgets they need.

1. The global events industry has reached a valuation of $1,477.71 billion in 2025.

The market is projected to grow at a CAGR of 5.10% between 2026 and 2035, reaching approximately $2,430.06 billion by 2035. This confirms that the sector has returned to full strength, giving planners and venue teams greater confidence when seeking internal approvals or long-term investments.

2. Corporate events are expected to exceed $1.79 trillion by 2029.

Companies in the U.S. and globally continue increasing budgets for leadership off-sites, customer conferences, partner summits, and product showcases.

3. 74% of Fortune 1000 marketers plan to increase their event budgets in 2025.

This indicates a shift in mindset, where executives view events as direct revenue contributors rather than discretionary expenses.

4. The virtual events market is valued at $235.4 billion in 2025.

The market is projected to reach $530.63 billion by 2029, growing at a 22.5% CAGR. Cost efficiency and global reach keep virtual formats relevant, especially for training programs and large-scale company announcements. These factors highlight their continued adoption by cost-conscious, globally distributed teams.

5. 60% of associations expect virtual or hybrid elements to remain a permanent component of their programming.

Associations rely on these formats to serve geographically diverse member bases without raising participation barriers. (Thunderbit)

6. Sustainability influences the decisions of 81% of attendees.

Audience expectations are shifting toward responsible event practices, prompting organizers to reassess vendors, transportation, and waste reduction. (Thunderbit)

7. 74% of attendees are more likely to participate when strong sustainability measures are implemented.

Better turnout shows that responsible planning has a measurable impact on registration, engagement, and loyalty. (Thunderbit)

8. 85% of planners now depend on event management platforms.

Software tools have become essential as manual processes cannot keep up with the scale, volume, and complexity of modern event delivery. (Thunderbit)

9. Between 50% and 70% of teams use AI to support planning and execution.

AI assists with logistics, personalization, content workflows, scheduling, and real-time insights, reducing operational load. (Thunderbit)

10. 50–61% of marketers report improved ROI from event participation.

This ROI validation helps teams justify investments in venues, technology, and data-driven attendee experiences. (Thunderbit)

Together, these statistics show a sector that is expanding steadily while also reshaping how teams plan, deliver, and measure events. For planners and venue managers, the challenge is not growth but adapting quickly enough to meet attendee expectations, justify budgets, and maintain operational efficiency across multiple formats.

Hybrid and Virtual: Permanent Parts of the Event Mix

Hybrid and virtual formats have become essential to event strategy. While in-person attendance remains strong, digital components allow organizers to reach broader audiences, control costs, and improve accessibility. These statistics show that hybrid delivery is now a standard expectation for corporate, association, and global events.

11. Around 80–83% of attendees still prefer participating in person.

This preference underscores the continued importance of face-to-face interaction, hands-on sessions, and direct access to speakers and experts. (Freeman)

12. Approximately 21–22% of events planned for 2025 are virtual-only.

Virtual-only formats remain critical for organizations engaging cost-conscious teams, remote employees, or geographically distributed participants. (Thunderbit)

13. Nearly 63% of organizers intend to increase budget allocation for virtual components.

This shift indicates that digital elements, such as streaming, remote networking, and virtual speaker engagement, are now part of standard financial planning. (markletic)

14. About 60% of associations expect hybrid programming to remain a core part of their long-term strategy.

Associations depend on hybrid models to balance inclusivity for global members while still delivering deeper, high-value in-person experiences. (Thunderbit)

15. Roughly 74.5% of event professionals agree that hybrid formats are a permanent fixture.

The industry now views hybrid not as a stopgap but as an integrated, strategic operating model.

16. The virtual events market is projected to grow from $236.69 billion in 2025 to $537.81 billion by 2029.

This rapid expansion highlights continued profitability for virtual training, sales enablement, and internal enterprise communication.

Overall, hybrid and virtual formats will continue to play a key role in event planning. By adopting flexible delivery options, organizers can accommodate diverse attendee preferences, increase global participation, and ensure events meet current engagement and accessibility expectations.

Also Read: Top 10 In-Person Event Platforms for Networking and Hybrid Events

Sustainability: Attendee Expectations Driving Change

Sustainability has become a key factor in event decisions. Attendees assess events based on environmental responsibility, influencing registration, engagement, and brand perception. Organizers and venue managers face pressure to implement genuine eco-friendly practices rather than superficial measures, even when budgets and approvals are limited.

17. About 81% of attendees care about sustainability.

This shows that environmental responsibility is a significant factor in how participants evaluate the quality and integrity of an event. (wearesparks)

18. Nearly 62% of attendees include venue sustainability policies in their decision to attend.

Venue managers must communicate their environmental practices clearly during the sales process to win competitive bids. (gevme)

19. Around 74% of attendees are more likely to participate when strong sustainability practices are present.

This indicates a direct connection between environmental initiatives and actual turnout, not just stated preferences. (gevme)

20. Approximately 76% of experiential marketers do not have a formal sustainability policy.

This gap highlights a disconnect between attendee expectations and organizational readiness to meet them. (wearesparks)

21. Common sustainable practices include using recycled materials (48%), reducing plastic use (44%), and sourcing locally (34%).

These accessible steps show that impactful environmental improvements often come from simple, scalable actions rather than expensive overhauls. (eventgroove)

Overall, these insights show that sustainability is now a decisive factor in attendance rather than an optional feature. Organizers who implement clear, measurable, and transparent environmental practices can meet attendee expectations, enhance event credibility, and maintain a competitive edge over time.

Also Read: Onsite Badge Printing Logistics for Smooth Trade Show Check-In

Budgets and ROI: Where Spending Is Moving in 2025

Budgets are rising across the event industry, but planners still face constant pressure to justify every expense. Leadership teams want clear proof that events drive revenue and retention, making ROI-focused planning more critical than ever. The statistics below show how spending is shifting and why financial decision-makers are willing to invest more when outcomes are measurable.

22. Nearly 66% of meeting professionals also expect increased budgets.

This optimism shows that mid-size organizations and associations anticipate greater financial support for meetings and programs in the coming year. (EventTrack)

23. Budgets increased by about 23% in 2024 compared to 2023.

This growth indicates a shift from recovery to active expansion as organizations return to larger, more complex event portfolios. (Thunderbit)

24. US businesses spend roughly $122 billion annually on events.

This confirms that the United States remains one of the most event-intensive markets globally. (stagedge)

25. About 50–61% of marketers report improved sales and ROI from events.

Clear evidence of ROI is strengthening leadership confidence and making event budgets more stable across departments. (EventTrack)

Collectively, these numbers show that events are now viewed as critical business investments rather than optional programming. fielddrive's lead retrieval allows exhibitors to capture, qualify, and analyze attendee data in real time, providing actionable insights that strengthen ROI and make budget justification easier for planners.

Also Read: How Virtual Event Badges Can Elevate Your Hybrid Association Events

KPIs and Measurement: How Success is Defined

Tracking event performance remains a top challenge for organizers, especially as companies demand clear business outcomes and measurable ROI. While technology and analytics have improved, many teams still struggle to quantify the impact of their programs. These statistics reveal which metrics are prioritized and where gaps remain for planners, marketers, and corporate decision-makers.

26. The top KPIs for events are registrations (54%), leads (53%), and attendance (40%).

These numbers show that modern events are increasingly revenue-driven, with measurable participation being a key indicator of success. (Eventgroove)

27. Lead generation is the primary goal for 61–66% of B2B marketers.

B2B programs focus on driving tangible business outcomes, such as pipeline growth and qualified opportunities, rather than simply brand exposure. (Thunderbit)

28. For B2C marketers, brand awareness (62%) and networking (59%) are the top metrics.

Consumer-focused industries like retail and lifestyle rely on experiential engagement to create connections and lasting impressions. (Thunderbit)

29. About 21–26% of marketers still struggle to evaluate event performance.

Despite available tools, measurement remains a key pain point for US planners, highlighting the ongoing need for better analytics and reporting solutions. (Thunderbit)

These insights show that defining success is both clear and challenging: while certain KPIs dominate across B2B and B2C, many organizations still face hurdles in proving event impact. Planners who adopt robust measurement practices can demonstrate value, optimize spending, and strengthen executive support.

Attendee Motivations: Key Drivers of Participation in 2026

Understanding what motivates attendees is critical for organizers, marketers, and venue managers. Preferences, incentives, and engagement strategies directly impact turnout, networking success, and post-event sales. These statistics highlight the drivers behind participation and the actions planners can take to maximize engagement and value.

30. About 83% of meetings will feature an in-person component.

Face-to-face interaction remains the primary driver of value, underscoring the importance of live networking and hands-on experiences. (American Express Meetings and Events 2025 Global Forecast)

31. Approximately 72% of attendees share event content online.

Social sharing extends the event’s reach, providing organic promotion and helping marketers measure engagement beyond attendance numbers. (EventTrack)

32. About 60% of participants say free swag motivates them to attend.

Quality giveaways remain an effective tactic for increasing interest and enhancing attendee satisfaction. (Eventgroove)

33. Nearly 57% of attendees are driven by contests.

Gamification strategies improve interaction and encourage attendees to stay engaged throughout the event.

34. Around 46% respond to sweepstakes.

Incentive-based participation works across different demographics, increasing overall engagement rates.

35. Roughly 77% of attendees trust a brand more after attending in person.

Live interactions create credibility and foster stronger relationships than digital-only touchpoints. (Freeman)

36. About 66% are more likely to purchase after engaging with a brand in person.

Sales teams benefit directly from live events, which act as key touchpoints for conversion and lead nurturing. (EventTrack)

These insights show that attendee behavior is shaped by connection, engagement, and tangible incentives. Organizers who combine live experiences with interactive elements, social sharing, and thoughtful rewards can increase participation, strengthen trust, and drive measurable business results.

Challenges Keeping Planners Up at Night

Even as the event industry grows, planners face persistent operational pressures. Rising costs, staffing gaps, and skill requirements create stress when balancing budgets, attendee expectations, and measurable outcomes. The following statistics illustrate the key challenges US organizers and venue managers must address to deliver successful events.

37. Rising costs dominate concerns, with 65% citing higher food and beverage prices.

Inflation in catering and refreshment expenses places direct pressure on budgets and can limit menu and service options. (Thunderbit)

38. About 61% report lodging costs increased beyond expectations.

Hotel rate fluctuations influence destination selection, room blocks, and overall event affordability. (Thunderbit)

39. Nearly 95% of planners prioritized improved ROI reporting in 2024.

Persistent measurement gaps create stress during leadership reviews and complicate budget approvals. (Thunderbit)

40. Around 91% believe technical and AI expertise is now essential.

Event roles increasingly require digital proficiency to manage software, automation, and virtual components effectively.

41. Staffing shortages continue to affect venues and vendors.

Labor constraints disrupt event setup, catering, logistics, and overall execution, forcing planners to adapt quickly.

Overall, these challenges demand efficient solutions. fielddrive streamlines registration, onsite operations, and analytics, providing real‑time dashboards for check‑ins, session attendance, and lead tracking. This helps planners reduce staffing strain, improve ROI reporting, and manage even complex events more effectively.

Technology Adoption: The Backbone of Successful Events

Adopting technology is essential for running smooth, efficient events. It reduces operational strain, improves outcomes, and supports planners and venue teams. As events grow in scale and complexity, software and automation play a key role in registration, scheduling, logistics, and reporting. The following statistics show how technology adoption is transforming the event industry.

42. About 85% of planners now rely on event management software.

Automation and digital tools help shorten setup time, streamline operations, and improve coordination across teams. (G2)

43. Approximately 67% of planners are switching platforms.

Teams are seeking easier interfaces, enhanced analytics, and more innovative support tools to simplify workflows and decision-making. (G2)

44 Around 86% say technology improves event outcomes.

The majority of planners now see measurable benefits in efficiency, engagement, and attendee satisfaction. (Persuasion Nation)

45. The event management software market is projected to $11.52 billion in 2025.

Research indicates strong long-term growth, with the global event management software market expected to reach $36.42 billion by 2035, growing at a CAGR of 12.2% during this period.

46. About 89% of planners report that event technology saves roughly 200 work hours per year.

Automation and integrated software directly reduce stress, especially for small teams managing large or hybrid programs. (ResearchNester)

Overall, these statistics show that technology adoption is essential for successful events. Teams using software, automation, and analytics can work more efficiently, improve attendee experiences, and scale programs confidently without adding extra workload.

Artificial Intelligence (AI): The New Operational Standard

Artificial intelligence is transforming event planning and execution. It enhances content creation, attendee personalization, analytics, and engagement tracking. The following statistics show the extent of AI adoption and its impact on planners, exhibitors, and attendees.

47. Between 50% and 70% of planners use AI in planning or execution.

AI tools assist with content generation, scheduling, attendee personalization, and real-time analytics, reducing manual workload. (Statista)

48. About 70% of global planners report adopting AI.

Adoption is increasing across industries as teams recognize its efficiency and scalability for event operations. (Statista)

49. Approximately 50% name AI as their top meeting technology.

AI has moved to the forefront of the digital toolkit, becoming an essential component of modern event planning. (Statista)

50. Around 92% believe AI will influence exhibitions.

Exhibitors expect AI-driven lead capture, engagement tracking, and actionable insights to enhance trade show performance. (Statista)

51. About 95% of business travelers expect AI to improve their event or travel experience.

Attendees now anticipate personalized, time-saving support, from itinerary suggestions to real-time problem solving. (Statista)

AI is quickly becoming a standard operational tool for events, offering efficiency, personalization, and actionable insights. Organizers who integrate AI effectively can enhance attendee experience, streamline operations, and generate stronger, data-driven outcomes.

Marketing Channels Driving Attendance

Event promotion remains critical for filling seats, attracting sponsors, and maximizing ROI. Organizers are increasingly combining digital, social, and traditional channels to reach diverse audiences effectively. The following statistics show which marketing strategies are delivering the highest impact:

52. About 85% of planners use email marketing.

Email remains the most reliable channel for reaching registrants, sharing updates, and driving confirmed attendance.

53. Nearly 57% of event registrations are influenced by video content.

Short-form and engaging video content performs strongly across platforms, increasing awareness and motivating sign-ups. (Eventgroove)

54. Social media and influencer campaigns account for 58% of registrations.

Promoting events through social channels and trusted voices supports early discovery and extends reach to new audiences. (Eventgroove)

55. Direct mail influences 54% of millennials and 61% of older adults.

Physical mail remains surprisingly effective, especially for segmented targeting and high-value invitations. (Eventgroove)

56. Outdoor advertisements impact around 14% of attendees.

Billboards and other outdoor placements create top-of-funnel awareness and reinforce messaging for local audiences. (Eventgroove)

These insights show that successful event marketing requires a multi-channel strategy. Combining email, video, social, and traditional tactics ensures broader reach, stronger engagement, and higher attendance rates for both in-person and hybrid programs.

Final Thoughts

Event planning in 2026 presents higher expectations and tighter margins, with attendees, teams, and leadership all requiring flawless execution. Attendees demand smooth experiences, teams must minimize errors, and leaders require measurable results. Accurate data and the right tools give planners the clarity and control needed to execute events efficiently under pressure.

This is where fielddrive makes a real impact. Its platform reduces stress instead of adding extra steps, letting your team focus on the aspects of the event that truly matter. The technology works quietly in the background, ensuring smoother, more predictable outcomes for in-person, hybrid, or virtual events.

Here’s how fielddrive’s solutions support flawless execution:

• Facial Recognition Check-in: Entry becomes instant and contactless. No more long queues or manual identity checks; attendees walk in smoothly, boosting first impressions and reducing staffing load
• Touchless Check-in Kiosks: Offer multiple check-in options (QR code, name lookup, facial recognition) to quickly and flexibly manage high-volume footfall, even for last-minute attendees or walk-ins.
• Live Badge Printing Onsite: Print badges in seconds at check-in with full customisation (name, company, access level, etc.), eliminating pre-printed badge chaos and making late registrations or changes effortless.
• Lead Retrieval App: Exhibitors can instantly scan badges or QR codes to capture lead details. No paperwork, no post-event scramble; just accurate, organized lead data right from the floor.
• Session Scanning Solution: Track attendance per session or area in real time. Know who’s where, when. This helps balance room allocation, manage session popularity, and gather data that sponsors and organizers care about.
• Analytics Platform: Sync all check-ins, badge scans, session data, and lead data into one dashboard. Get real-time insights on traffic flow, booth engagement, session popularity, no-shows, and lead conversion.

With fielddrive, teams can run events that are organized, efficient, and stress-free for both planners and attendees. Request a demo today to see how fielddrive can transform your event execution from start to finish.

FAQs

1. How can event statistics help planners improve operational decisions?

Event statistics reveal what influences attendee satisfaction, where budgets are wasted, and which activities bring clear value. Planners can identify weak points, adjust delivery methods, and communicate more confidently with leadership teams. Reliable data helps eliminate guesswork and improve consistency across the event cycle.

2. Why are hybrid formats still important despite high in-person preference?

Hybrid formats serve remote attendees, international audiences, and participants with limited travel budgets. They also help organizers gather richer engagement insights. Even though in-person events remain the top choice, hybrid access expands reach and allows more flexible programming for corporate and association events.

3. How does sustainability influence attendee behavior in 2026?

Attendees now evaluate a venue or event based on environmental commitment. Many participants prefer recycled materials, reduced waste, and energy-efficient decisions. Strong sustainability practices increase attendance and strengthen event reputation. For planners, sustainability is no longer optional; it is directly tied to turnout and brand trust.

4. What makes technology adoption so critical for event planners today?

Technology shortens manual work, reduces errors, and supports real-time decisions. With rising costs and staffing shortages, automation helps teams meet deadlines without overwhelming workloads. Event management platforms also support registration, check-in, analytics, and personalization, which help planners deliver smoother experiences.

5. Why is ROI measurement still difficult for many event teams?

Many planners struggle with linking engagement data to sales outcomes. Attendee tracking, lead quality evaluation, and follow-up attribution remain challenging. These limitations make reporting harder, especially for corporate teams. Stronger analytics tools can help teams capture data more clearly and present measurable results.