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 2023
With this information, you can make better decisions and create more successful events.
- Top event statistics for 2023 🔝
- Event attendance rates in 2023 🚀
- Event industry statistics that will blow your mind 🧠
- Most thrilling event marketing statistics and trends 🎢
Key Event Statistics for 2023
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.
1. Events are back and estimated to reach $2.2 billion by 2028
Before the pandemic in 2020, the event industry was valued at approximately $800 billion. It has already made an aggressive comeback since then and is projected to continue growing at a Compound Annual Growth Rate (CAGR) of 13.5% until 2028. This growth is primarily driven by corporate events, with music concerts and festivals following closely behind.
The event industry market includes event organizers, event planners, event technology providers, venue operators, suppliers, exhibitors, sponsors, and attendees.
2. Virtual fatigue is real – 70% of events and 87% of meetings are being conducted in person.
Over two-thirds of events and meetings have reverted to in-person formats, with some internal and small-scale meetings even surpassing attendance levels seen in 2019.
3. Increased adoption of technology in the event planning industry
78% of event planners are using more technology compared to the pre-COVID. The primary motivations for this increased use of technology include reducing escalating costs, capturing event ROI (Return on Investment), addressing staffing issues, streamlining various systems, and gauging attendee interests throughout the event lifecycle.
4. Notable rise in corporate spending on in meetings & events.
In 2023, an average of 65% of companies worldwide reported an increase in meeting and event spending. This trend is fairly consistent across regions: North America at 65%, Europe at 66%, Latin America at 63%, and Asia at 67%. What’s particularly encouraging is that, according to American Express, 10% of these companies have reported a significant spending increase of more than 11%
5. 52% of business leaders agree event marketing drives more ROI than any other marketing channel.
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.
6. Best metrics to measure event success metrics globally in 2023
Event attendance rates were unanimously identified as the key metric for measuring the success of an event in this survey.
Interestingly, the priorities differ by region. In the European Union, lead generation was also a top concern, ranking highly in the survey results. In contrast, lead generation was among the least prioritized metrics for evaluating event success in the United States. While UK believes revenue impact, increasing registrations, lead generations and future event signups are equally critical.
|USA||1. Attendee attendance||64%|
|2. Revenue impact||45%|
|3. Event Registrations||44%|
|4. Future Event Signups||39%|
|5. Leads generated||37%|
|UK||1. Attendee attendance||70%|
|2. Revenue impact||41%|
|3. Event Registrations||39%|
|5. Leads generated||37%|
|4. Future Event Signups||35%|
|EU||1. Attendee attendance||38%|
|2. Leads generated||38%|
|3. Revenue impact||35%|
|4. Future Event Signups||32%|
|5.. Event Registrations||31%|
7. 68.7% of Event Planners Turn to Technology to Elevate Attendee Experience
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.
- Using event technology to improve attendee experience – 68.7%
- Increasing importance to diversity, equity, and inclusion – 52.8%
- Creating a casual atmosphere for events and meetings – 52.3%
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.
Event Attendance Rates in 2023
Attendance rates in 2023 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.
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.
1. A rebound in In-person event attendance
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 2023 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.
2. 70% attendees become customers after attending a marketing event.
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.
3. In-person event attendance rates are around 60-65%, while the average attendance rate for digital events is approximately 40%.
Note: Registration numbers should not be confused with attendance numbers.
Both Eventbrite and Skift confirm that in-person event attendance rates hover ~65%, providing a conservative estimate. On the other hand, Goldcast reports attendance rates between 41-42% for digital events, based on a dataset comprising over 500,000 registrations. It’s worth mentioning that attendance rates can vary significantly depending on various factors such as the type of event and location.
Eventbrite’s trends indicate a noticeable surge in event attendance for music festivals.
4. Live event attendance statistics for 2023
We analyzed live event attendance statistics based on age and generational perspectives, and the data is quite revealing.
- 63% of attendees under 40 years old plan to attend more events compared to 2023.
- Gen X attendees (ages 41-55) drop to 52% in terms of their intent to attend more events.
- Only 42% of Baby Boomers plan to attend events in 2023.
These statistics indicate that the audience for live events is increasingly becoming younger.
5. Top attendee interests driving In-person event attendance rates
While live events are making a comeback, attendees still require compelling reasons to participate, whether the events are in-person, webinars, or virtual. Here are the top five attendee interests along with their respective percentage increases since 2019:
- Networking is the top priority for 64% of attendees.
- Educational content, including breakouts and training, is important for around 30% of attendees.
- Entertainment attracts 25% of attendees.
- Food and beverage are the reasons for attending for 21% of attendees.
- Sponsored sessions are acceptable to 19% of attendees.
- Interesting call out: Only 15% of attendees prefer keynote sessions as their main reason for attending.
Event Industry statistics that will blow your mind
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.
1. Top event destinations in 2023
The Top 5 Meeting Destinations Show Regional Variations: Europe and the Americas Prefer Urban Centers, While Latin America Focuses on Colombia and Argentina. Asia’s List Excludes Singapore and China Due to 2022 Restrictions, But They Are Expected to Reclaim Their Spots in 2023.
- Las Vegas, Nevada
- Orlando, Florida
- New York, New York
- Dallas, Texas
- Atlanta, Georgia
- Madrid, Spain
- Barcelona, Spain
- London, United
- Paris, France
- Manchester, United Kingdom
- Bogota, Colombia
- Mexico City, Mexico
- Cartagena, Colombia
- Buenos Aires, Argentina
- Cancun, Mexico
- Tokyo, Japan
- Osaka, Japan
- Sydney, Australia
- Seoul, South Korea
- Taipei, Taiwan
Source: Top Asian Pacific city destinations based on sales of event services by American Express Meetings & Events, Sept. 2021 – Aug. 2022.
2. Increasing Role of Technology in Event Planning – Event App dominate
According to recent studies, event professionals are increasingly leveraging technology to enhance the event experience and streamline processes. A 2023 report by Expo Platform highlights that 64% of event organizers find mobile event apps to be the most critical technology feature. This is followed by AI-powered matchmaking and lead retrieval, both at 50%, and 365 Community and interactive floorplans, both at 45%.
Furthermore, a separate 2023 study by Skift confirms this trend, revealing that 52% of event professionals plan to make better use of mobile event apps in the near future.
The data makes it clear: adopting technology is not just a passing trend but a fundamental shift in how events are planned and executed. Event professionals should pay close attention to these tech advancements to stay competitive in the evolving landscape.
Most Thrilling Event Marketing Statistic and Trends
The event marketing landscape in 2023 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.
1. Whopping 84% of Attendees Prefer Music Events or Music as a Part of Their Events
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.
2. Half consumers paid a premium of 59% more for sustainable or social responsible products
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.