December 7, 2024
Planning an event is tough.
Event planning is a complex process that involves many moving parts. From organizing the guest list to coordinating vendors and entertainment, event planners must be skilled in a variety of areas. To better understand the industry and make informed decisions, we have curated a list of most insightful, interesting, up-to-date event planning statistics you need to be aware in 2024.
With this information, you can make better decisions and create more successful events.
Event statistics are not just numbers; they are storytelling tools that provide nuanced insights into what’s resonating in the market and what’s falling flat. From growth rates and attendee numbers to sustainability efforts and tech adoption, the statistics of this year paint a compelling narrative.
Event statistics are not just numbers; they are storytelling tools that provide nuanced insights into what’s resonating in the market and what’s falling flat. From growth rates and attendee numbers to sustainability efforts and tech adoption, the statistics of this year paint a compelling narrative.
Before the pandemic in 2020, the event industry was valued at approximately $800 billion. It has already made an aggressive comeback. It is projected to continue growing at a Compound Annual Growth Rate (CAGR) of 6.4% by 2032. This growth is primarily driven by technology integration to meet the needs of the next generation of attendees.
Good news: 75% of exhibitors don’t plan to cut back their budgets in 2024. In fact, 8% more exhibitors are increasing budgets compared to last year. But this isn’t necessarily about splurging—it’s a response to rising costs. Exhibitors are focused on maximizing ROI, investing in elements that deliver the most impact.
According to the HBR Event Marketing Evolution report, only 23% of companies can effectively track event ROI, leaving most businesses uncertain about the direct impact of their events on revenue. This gap stems from outdated practices, such as relying on attendance numbers or anecdotal feedback, which fail to capture the deeper value events create.
To overcome this, businesses are turning to advanced event technologies. Platforms that integrate with CRMs allow companies to track attendee engagement, lead generation, and conversion rates. Successful organizations use data-driven metrics tailored to event goals—for example, focusing on pipeline growth for VIP dinners or lead quality at trade shows.
While in-person events are back in full force, hybrid formats are continuing to rise. 82% of attendees prefer in-person experiences but still see value in attending virtually when circumstances require it. Hybrid events allow brands to tap into a global audience while still providing the in-person, immersive experience that people crave.
It’s only logical that tech innovation for events is driving the expectations of both organizers and attendees. In fact, in a study by Freeman, 44% attendees have expressed that technology makes the event experience easier and more consumable.
Event organizers are actively seeking technology solutions for their events. They are seeking AI solutions in event technology to curate personalized agendas, facilitate smarter networking opportunities and implement persona-based navigation and targeted meetups.
Event Marketing continues to be a leading ROI Driver for companies globally across the world. This includes competing channels like email marketing, public relations, and pay-per-click advertising. Events—ranging from small customer meetings to large conferences and industry trade shows—remain a crucial element of effective marketing strategies.
However, tracking Event ROI still presents a significant challenge, a problem that emerging technologies like event apps are increasingly helping to solve.
In a recent survey conducted by Knowland in collaboration with Conference Direct, several top trends were identified that are expected to remain relevant beyond the COVID-19 era.
Other trends to watch include a focus on event sustainability, the blending of leisure and business at events, and a shift toward smaller-sized events.
Key metrics like attendance rates, lead generation, and ROI dominate event measurement priorities globally, but regional preferences vary significantly. Here’s how different regions prioritize success metrics:
| North America | Event Attendance | 64% |
| Revenue Impact | 45% | |
| Event Registrations | 44% | |
| Future Event Signups | 39% | |
| Leads Generated | 37% | |
| Europe | Event Attendance | 38% |
| Leads Generated | 38% | |
| Revenue Impact | 35% | |
| Future Event Signups | 32% | |
| Event Registrations | 31% | |
| UK | Event Attendance | 70% |
| Revenue Impact | 41% | |
| Event Registrations | 39% | |
| Leads Generated | 37% | |
| Future Event Signups | 35% | |
| Asia-Pacific | Event Attendance | 60% |
| Attendee Engagement | 50% | |
Revenue Impact
| 42% | |
| Diversity of Audience | 38% | |
| Leads Generated | 36% | |
| Middle East & Africa | Networking Opportunities | 55% |
| Exhibitor ROI | 50% | |
| Event Attendance | 45% | |
| Revenue Impact | 40% | |
| Future Event Signups | 35% |
Attendance rates in 2024 aren’t just about how many people walk through the door or log in online. They are complex metrics influenced by a host of factors, ranging from the global economic landscape and technological innovations to public health measures and environmental consciousness.
Event Attendance Rate is a key metric used to measure the percentage of registered participants who actually attend an event. It is calculated using the formula:
(Number of Attendees Ă· Total Registered Participants) Ă— 100
This percentage reflects how effective an event was in converting registrations into actual attendance. A higher attendance rate often indicates strong engagement, effective promotion, or high event value, while a lower rate may highlight potential issues with scheduling, communication, or attendee interest.
We’re going beyond the raw numbers to dig deep into what they mean and how they interact with multiple facets of event planning and execution.
Event attendance rates in 2024 - a summary
- In-person Event Attendance Rates are going up! 90% of attendees plan to attend the same or more LIVE events in 2024 compared to 2023. This demonstrates a sustained interest in in-person gatherings despite economic uncertainties.
- Hybrid Event Attendance rate is holding steady. In a survey, 40.6% of attendee respondents said that Hybrid events were their favourite type of event.
- Virtual Event attendance rates are growing too! 93.2% of respondents considered their virtual event a success in terms of attendance rate.
- Webinar attendance rates are playing a balancing act with 40% to 50% of registrants in attendance. Webinars that are performing better get attendance rates of up to 90%.
- Meeting attendance rates have increased by 13.5% and there are 12.9% more meetings per person.
Over half of event organizers (52.1%) reporting an increase in attendance for B2B conferences indicates a strong recovery and growing interest in such events. This trend is in line with a report from American Express, which indicates that specific types of events—such as internal team meetings, training sessions, and product launches—are likely to see a rise in event attendance as well.
Additionally, positive brand image are formed by 74% of attendees after attending a live event. While 65% admit that they have a better understanding of a product or service as a result of live events they attend.
LIVE events are roaring back!
With 90% of attendees planning the same or more in 2024, and 61% of 21- to 35-year-olds embracing their “Year of Adventure,” in-person gatherings are dominating.
Creators are stepping up, with 53% hosting more events and delivering immersive, interactive experiences to meet demand. And the commitment is real—78% of attendees are ready to spend as much or more despite rising costs. From adventure-driven themes to nature-inspired escapes, live events are where connections spark and unforgettable moments happen.
In 2024, attendees are drawn to in-person events for one key reason: the promise of authentic, engaging, and meaningful experiences that virtual formats simply can’t replicate.
Networking remains a major driver, but it’s no longer about quantity—it’s about quality. Attendees prioritize curated connections through topic-specific meetups and informal spaces that encourage genuine conversations.
Immersive and hands-on experiences also rank high, with 68% of attendees valuing LIVE demonstrations and interactive booths as the best ways to engage with products. Add to this the demand for practical learning opportunities, as 70% of attendees prefer expert-led sessions that deliver actionable insights.
Personalization is equally critical, with AI-powered tools offering tailored agendas and recommendations that elevate the attendee journey.
Modern attendees care about values. Events that showcase sustainability efforts and align with attendee priorities—like eco-friendly initiatives or community-driven programs—capture their attention.
We’re not just talking about impressive numbers; we’re delving into transformative trends, jaw-dropping tech adoptions, and shifts in consumer behavior that rewrite the rulebook on what constitutes a successful event.
The top meeting destinations for 2024, as highlighted by Cvent, reveal interesting regional trends. While North America and Europe continue to favor bustling urban centers, Asia-Pacific sees Singapore reclaim its dominance post-pandemic, and the Middle East rises as a global meetings powerhouse. Here’s the breakdown:
This global list underscores the growing importance of regional dynamics in shaping event destinations, reflecting both historical strengths and new opportunities in the post-pandemic era.
Event apps are stealing the spotlight, with 60% of organizers calling them indispensable for events in 2024. These tech powerhouses don’t just connect people—they drive results.
From badge scanning and QR interactions to real-time lead generation, apps turn networking into an art form. Customizable features, like branded exhibitor profiles and mobile banner ads, open up new monetization avenues, while location-based notifications guide attendees seamlessly through venues.
It’s not just tech—it’s your event’s secret weapon for engagement, navigation, and ROI. Ready to level up? Make your next event app-powered and unforgettable.
The event marketing landscape in 2024 is chock-full of statistics and trends that are not only eye-opening but downright thrilling for anyone invested in the space.
These event marketing statistics will help you understand consumer behavior, plan marketing budgets, and execute strategies. The goal is to predict your event’s success rate down to the last decimal or personalize your marketing campaign to such an extent that attendee engagement is at its peak.
Eventbrite surveyed 1,581 event organizers and 4,474 attendees worldwide to find out what types of events they most prefer. The clear winner? Concerts and music festivals, by a wide margin.
Other popular event types include live performing arts (78%), outdoor fitness activities (67%), group fitness classes (63%), charity fundraising (65%), scavenger hunts and 5K walks/runs (59%), and networking events (51%).
Even if you, as an event planner, don’t typically host these kinds of events, they can serve as inspiration for your own conferences or trade shows. For example, why not include a music concert in your upcoming conference? Or add event gamification features like a scavenger hunt to your trade show? You could even incorporate a group fitness session into your sales conference.
As per IBM there is a shift in consumer behavior, which reports that 3 out of 4 consumers want to be more sustainable in their daily lives. This includes reducing water and energy consumption, recycling, and using renewable energy at home.
This sustainability mindset carries over to events as well. Attendees are increasingly interested in sustainable travel and accommodations, putting eco-friendly events at the top of their list.
Event organizers should take note: Highlighting and promoting your event as environmentally friendly and paperless could be a significant selling point that drives ticket sales.
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