As budgets tighten and audiences become more discerning, the event landscape is evolving. While large-scale gatherings still hold their place, we are seeing a strategic shift toward more intentional, small-format designs that prioritise depth and measurable outcomes, notes Qinxin Khoo, head of Asia Pacific at Live Group
For years, the prevailing belief in our industry has been simple: bigger events deliver bigger impact. Bigger venues, bigger audiences, bigger production budgets designed to impress.
Today, the context around events has changed. Audience are more selective with their time, budgets are under closer scrutiny, and organisations now need to justify not just how an event looks, but what it actually achieves.
In practice, the events that tend to work best today are not always the largest ones. They are the ones with clarity of purpose, know exactly who they are for, and what they are meant to achieve.
As a result, the most successful events today are not necessarily the biggest. They are more focused and more intentional. Increasingly, this means smaller but better-designed formats that deliver deeper engagement, clearer outcomes, and more meaningful value for both attendees and organisers.
When “big” becomes the goal
Large-scale, one-size-fits-all events often look impressive on paper: thousands of attendees, packed agendas, and expansive exhibition floors. Yet many attendees leave having made only surface-level connections, or attended sessions that were not fully relevant, resulting in them struggling to cut through the noise.
This is not to say that there was a failure in execution, but more of a mismatch of expectations between audience and organisers. The scale may be right, but the experience may not land.
Audiences today are more discerning. They are short on time and clear about what they want: relevance, context, and opportunities to engage in ways that they cannot replicate anywhere else. And so when events try to cater to everyone at once, they often fail to truly engage anyone.
Smarter events start with focus, not scale
Smaller event formats can facilitate better decisions. With fewer people and less room for filler, organisers have to be crystal clear about audience, content, and outcomes from the outset.
Technology has made this kind of precision more achievable. Organisers can plan more efficiently, forecast costs with greater accuracy, and design programmes around specific participant preferences rather than make broad assumptions.
What this looks like in practice
During the event, targeted matchmaking, personalised content pathways, and facilitated discussions help participants spend time where it matters most. After the event, structured follow-ups and ongoing communities extend value beyond the day itself.
Crucially, the focus is no longer on creating a single “wow” moment that we are all familiar with – the fireworks, the headline performance, the visual spectacle designed to impress. Instead, attention shifts to the audience: what they came to achieve, the conversations they want to have, and the content that is most relevant to them.
This also could mean fewer generic keynote sessions and more curated conversations – focused breakouts, roundtables, and purpose-led networking. These environments make it easier for people to participate actively, build stronger relationships, and leave with insights they can actually apply.
Smaller events, greater efficiency
There is also a practical efficiency to smaller formats. They are easier to manage, easier to adapt, and easier to measure. Resources are spent more deliberately, logistics are deployed with more streamline, and sustainability goals are more achievable.
Rather than spreading attention across scale and spectacle, organisers can focus on experience quality – from content relevance to how people connect and contribute throughout the event.
Rethinking success
The question is no longer, “How big can we make this event?” or “How can we implement a ‘wow’ moment to impress?” but “What do we want participants to walk away with – and what will still matter once they return to their desks and day-to-day?”
These days, events that are smaller and more intentionally designed tend to create more space for real conversation, clearer thinking, and outcomes that extend beyond the room. They are easier to adapt, easier to measure, and more honest about what success actually looks like.
What stays with people after an event is rarely the scale, it’s the quality of the experience and how it felt considered.
Qinxin Khoo is head of Asia Pacific at Live Group. She leads the company’s Asia Pacific strategy and regional operations from Singapore, with responsibility for market growth, client relationships and delivery across the region. With over a decade of experience in the events industry, she works closely with clients and global teams to align commercial objectives with thoughtful experience design and consistent standards across the region.
