The Asian events industry is demonstrating a strong wave of optimism for 2025, fuelled by an increased commitment from event organisers, as highlighted in the newly-released Cvent Event Industry Report 2025 Asia Edition.
Key findings indicate that 73% of event professionals plan to boost their total event volume in 2025. This marks a notable increase from the 64% who anticipated growth in the previous year, signalling a confident resurgence and forward momentum within the sector.
The report also indicates that event planners intend to expand their events across various formats, with a 58% increase projected for in-person events. Webinars and virtual events are also expected to see a 58% increase, while hybrid events are expected to grow by 57%.
Generating revenue emerged as the top factor influencing planners and managing competition from other industry events, which remains the biggest challenge in event management. Planners must strategise better, leverage technology and innovate experiential solutions to stand out.
The report further decodes the reason behind the positive market outlook in Asia, with 74% of event professionals planning to increase spending on events, and 100% of Asia event professionals viewing event expenditure as a priority.
There is also a willingness of organisations to invest in event technology if additional funds are allocated, with 25% prioritising event technology, 21% emphasising event promotions, and 13% focusing on doing more events.
Technology is rapidly transforming the events industry, with factors like brand reliability, ease of use and reporting analytics determining the choice of event tech. This further highlights Asia’s high receptiveness to tech advancements, with 90% of organisations showing a strong willingness to adopt and try out uncharted territories in event tech solutions. AI will also play a larger role, with 87% of organisations using it to plan, design, manage, and/or market their events.
The industry has also demonstrated its commitment to sustainability and accessibility.
A significant 88% of respondents claim a sustainability target for their events this year, with 70% willing to track event/attendee carbon footprint to become more sustainable. Moreover, 80% of organisations implemented sustainable events last year. This commitment to sustainability is further complemented by the increasing focus on accessibility, with 72% 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.
Cvent commissioned an independent market research consultancy, Censuswide, to conduct the survey for this report. The research was conducted between November 26, 2024, and December 6, 2024, with 320 senior event planners, marketers, and other decision-makers (aged 25+) from Asia participating in the survey. The survey respondents were from firms with revenue ranging from US$100 million and above, across a broad range of industry sectors.
The full report can be found here.
