Event Dispatch - December 2025

Hey there 👋

Welcome to the December edition of Event Dispatch! The industry is heading into 2026 with confidence and a wave of innovation, and we’ve pulled together the key developments shaping that momentum.

In this edition, we walk through the top takeaways from the 2025 IBTM Trends Report, new data from Bear Analytics on attendee and exhibitor patterns, and the ongoing challenge of delayed payments across events.

You’ll also get a quick look at how AI is powering smarter personalisation, Brian Scott’s guidance on keeping events safe from cyber threats, and the growing influence of event tech throughout 2025. We wrap up with a practical guide to strengthening your event planning approach. Let’s get to it!

🧠 Event Industry Intel You Need To Know

2025 IBTM Trends Report: How Meetings and Events Are Evolving

The 2025 IBTM Trends Report, unveiled at the prestigious IBTM World event in Barcelona, paints an incredibly optimistic picture for the meetings and events industry.

This comprehensive analysis, compiled from over 140 sources and published on November 20, 2025, reveals a sector not just surviving, but flourishing and evolving despite ongoing global challenges.

Key insights from the report:

• A surge of optimism and confidence is driving growth across the meetings and events landscape

• In person events remain powerfully relevant, fostering genuine human connection in an increasingly digital world

• Event organizers are leveraging data analytics and ROI more strategically, using real time data to optimize experiences and measure success

• Demographic shifts, particularly the rapidly aging global population, present a massive opportunity for tailored, inclusive event experiences

• Increased financial sector interest and investment activity highlight the industry's growing potential and stability

This report is a must read for any event professional looking to understand the forces shaping our future. It emphasizes resilience and growth, offering compelling strategies to ensure long term success in the face of dynamic change.

For a closer look at the insights, check out Travel and Tour World’s summary of the 2025 IBTM Trends Report.

Top 3 Event Trends to Keep on Your Radar for 2026

The Bear Analytics 2025 Benchmark Report, unveiled at the inaugural MeasureUP event, takes a data-first look at the shifting event landscape. The analysis draws from more than 2.2 million registrations and 600 million dollars in exhibitor spend across 222 B2B events held between 2022 and 2025.

Early findings from the report points to major changes in how audiences participate, how exhibitors invest, and where revenue is coming from. These trends offer an early view of what event organizers can expect in the year ahead.

Key insights from the report:

• Government attendance drop: Participation from government attendees is down by roughly 50 percent year over year when a paid ticket is required, but attendance nearly doubles when passes are comped.

• Shift in exhibitor spending: Fortune 500 companies are moving budget away from traditional booth spend and placing more value on sponsorships, meeting rooms, and off-site activations.

• Smaller teams registering: While late registration patterns remain stable, there is a 10 percent decrease in the number of attendees per organization, showing that smaller internal teams are attending events.

These shifts highlight a critical moment for event professionals. Understanding price sensitivity in the government sector, the outcome-driven spending strategies of major corporations, and the changing dynamics within attendee teams will be essential for planning successful events in 2026.

Curious about what the numbers reveal? The TSNN report unpacks the most important findings from Bear Analytics’ latest report.

💭 From the Founder's Desk: The Reality Behind Event Payout Delays

Cash flow rarely gets the spotlight in event planning, yet it quietly shapes almost every decision an organizer makes. In his latest post, Wil reflects on something many in the industry still grapple with: How long it actually takes to access ticket revenue.

For organizers, that wait can affect everything from venue deposits to marketing timelines. When payouts are delayed until after an event ends, it adds pressure at a moment when teams need stability. And while most planners accept it as part of the process, the impact on day-to-day operations is real.

The bigger reflection here is about alignment. Events rely on momentum, and having access to funds in real time supports the pace at which planning truly happens. When cash flow keeps up with the work, organizers gain the confidence to move faster and commit earlier.

How have payout timelines shaped your planning process? Join the conversation on LinkedIn and share your perspective. I’ll be reading and replying all week!

Using AI to Deliver One-to-One Experiences Beyond the Event

AI is changing the way organizations build relationships with their audiences, extending personalization well beyond the event itself. In a recent Forbes Council post, Dane Matheson, Director of Enterprise Sales at RainFocus, explores how AI can strengthen customer journeys across every marketing channel. His insights are particularly valuable for event professionals looking to create meaningful, long-term engagement.

Key insights from the article:

• AI enables personalization at scale: It supports consistent and relevant interactions across every touchpoint.

• Events capture essential behavioral data: This data deepens customer understanding and informs smarter engagement.

• Disconnected tech stacks create silos: Fragmented systems limit the impact of AI and lead to uneven experiences.

• Unified data drives better outcomes: It powers personalized recommendations and helps optimize campaigns.

• AI strengthens post-event content: It speeds up creation and distribution, helping content stay timely and engaging.

• Human guidance still matters: Oversight ensures accuracy and keeps interactions feeling personal.

These shifts highlight an important opportunity for event professionals. Events generate some of the richest behavioral data available, and when paired with AI, that information can power more tailored, more effective customer journeys long after the event ends.

For a closer look at the full perspective, read the complete Forbes piece on scaling hyper-personalization beyond the event.

🎤 Featured Voice: Brian Scott on Cybersecurity in Event Tech

Event technology consultant Brian Scott is urging organizers to take a harder look at the systems powering their events. With cyber incidents on the rise, he points out that the tools we rely on every day now carry a growing level of risk.

The registration outage many organizers dealt with last year made this clearer than ever. A single vendor failure can halt operations, compromise attendee trust, and trigger financial and regulatory fallout.

Scott recommends making independent, annual cybersecurity assessments a non-negotiable requirement for every platform your event depends on. These reviews are standard practice in other sensitive industries and go far beyond surface-level security claims or marketing assurances.

He suggests asking three essential questions when selecting or renewing with any event tech vendor:

1. Have they completed a comprehensive third-party cybersecurity assessment in the last 12 months?

2. Can they share summary findings or proof of remediation?

3. Is this assessment repeated annually as part of their compliance program?

Anything less than a clear “yes” signals a vendor that may not be prepared to safeguard your attendees, your data, or your event.

For the full perspective, TSNN’s article breaks down Scott’s advice on assessing the security of your event tech partners.

📺 Deep Dive: A 12-Step Checklist for Confident Event Planning

Great events don’t happen by accident. They come together when goals are clear, timelines are aligned, and every moving part fits into a structured plan. When the foundation is solid, the experience feels effortless to guests, even though it’s built on careful coordination behind the scenes.

Key stages of event planning:

• Pre-event planning: Setting goals, identifying your audience, outlining your budget, and assigning roles

• Event execution: Coordinating vendors, managing real-time communication, and problem-solving on the day

• Post-event evaluation: Gathering feedback, analyzing performance, and reviewing ROI

Event planning can feel overwhelming, but the right structure makes all the difference. This guide breaks the entire process into a clear 12-step workflow that helps you define your purpose, organize your team, manage stakeholders, and track progress without losing momentum. It works for intimate workshops and large-scale conferences alike.

Want to go deeper? Explore the full 12-step breakdown in our Eventcube guide on organizing a successful event.

2025’s Biggest Event Tech Trends

As the year wraps up, several reports and industry conversations are pointing to the technologies that shaped the events in 2025. The emphasis is clear: tools that make planning more efficient and attendee experiences more personalized are quickly becoming the new standard.

Key insights from the report:

• AI is elevating personalization: From session recommendations to smarter networking and automated logistics.

• Real-time analytics are becoming essential: Live dashboards are giving organizers and sponsors immediate visibility into ROI.

• Hybrid and virtual formats are holding steady: These formats continue to expand reach and improve accessibility.

• Sustainability is gaining momentum: Paperless workflows and digital content are reducing waste and streamlining operations,

• Friction is being designed out: Contactless check-ins and mobile access are helping eliminate long lines and smoother entry.

Taken together, these trends show how quickly event technology is evolving. Organizers who stay close to these developments will be well positioned to create experiences that feel intuitive, efficient, and genuinely memorable.

See the full analysis on Technology.org, where they outline the key technologies reshaping conferences in 2025.

👋 Until Next Time!

That’s all for this edition of Event Industry Dispatch! The events industry is moving quickly, with new ideas and tools reshaping how organizers plan and deliver memorable experiences. From AI-driven personalization to faster payouts and stronger cybersecurity, the momentum is real.

What stood out most to you in this month’s insights? I’d love to hear your thoughts. You can connect with me on LinkedIn or drop me a message directly.

Here’s to building meaningful and memorable experiences. 🥂

P.S. Know someone who’d enjoy this newsletter? Forward it their way — and if you’re new here, you can subscribe to stay in the loop.