Global demand for in-person events remains robust, but rising geopolitical tensions and macro pressures are making execution increasingly complex.
According to findings from Cvent’s latest mid-year trends report, event professionals are navigating a shifting landscape that is forcing them to rethink traditional sourcing and content strategies.
While demand is holding steady, overall industry optimism is softening. Cvent’s data revealed stark regional differences in sentiment: only 18 per cent of North American planners report feeling positive right now, compared to a stronger 40 per cent optimism rate in the Asia-Pacific region.
Jaimi Welch, content strategist and data specialist at Cvent, noted that this shift in sentiment should not be confused with a drop in business. “Meetings are still being booked. Sourcing pipelines are active. The industry’s adjusting. It’s not retreating,” said Welch.
A driver of this declining optimism stems from intense macroeconomic pressures. According to Cvent’s survey, 41 per cent of planners state that the military conflict in the Middle East is actively affecting their event planning and execution.
Furthermore, cross-border friction is altering destination choices. More than 50 per cent of planners in the EMEA region noted they are now less likely to produce events in the US, citing visa restrictions, shifting social policies, and trade costs.
This operational friction has turned ease of execution into a primary competitive advantage for venues. Planners are heavily prioritising destinations and flexible, unique layouts – such as restaurants – to reduce their operational burden, causing a surge in non-hotel space sourcing.
The report also highlighted a growing audience scepticism toward digital environments flooded with AI-generated copy. While trust remains vital to commercial success, 85 per cent of respondents believe AI-generated content makes brand trust harder to earn, and 27 per cent consider AI content to be the single biggest risk to audience credibility.
This digital fatigue has opened a new window of opportunity for live events to act as trust-builders. Julie Haddix, senior director of industry and content marketing at Cvent, revealed that 85 per cent of organisations have increased their in-person event budgets specifically to build trust. The investment appears to pay off, with 81 per cent of brands reporting a noticeable trust boost post-event.
Rather than relying on massive, detached formats, Haddix suggested companies pivot underperforming tradeshow booth budgets toward smaller, highly intimate customer engagement dinners instead.
However, building authentic trust starts long before the attendees arrive on site. Haddix emphasised that organisers must first establish transparent relationships with their venues, particularly when dealing with digital venue marketing.
With growing concerns over deceptive, AI-skewed venue photography, properties are urged to lean into transparency over digital perfection. According to the report, showing a realistic, bare-bones layout alongside a fully realised setup builds far more client trust than selling an unachieved digital dream.
