Exploring Event Industry Trends in 2023:

Embracing Hybrid Experiences,

Sustainability, and Mobile Technology

June 10, 2023

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The events industry has always been a critical marketing channel, enabling brands to reach new audiences, build personalized relationships, and drive continuous engagement. In the Asia Pacific region, this market is experiencing significant growth, projected to reach a revenue of $475.0 million by 2028, with a remarkable compound annual growth rate (CAGR) of 29.7 percent. This growth can be attributed to factors such as changing economic landscapes, rapid digitization, and advancements in technology.

Approaching 2023, the events industry is entering a new phase characterized by a diverse range of event formats and evolving technologies. Organizers now face the challenge of creating captivating experiences amidst a complex and fragmented technological landscape.

One prominent trend for successful events in 2023 is the rise of hybrid events. Hybrid events have steadily gained popularity, with organizations increasingly leveraging the strengths of both virtual and in-person formats. In 2022, 71 percent of organizations included hybrid events in their portfolio, and this number is expected to rise even further in the coming years. However, organizing seamless hybrid events presents a challenge for event professionals as they need to cater to the differing needs and preferences of virtual and in-person audiences.

To strike a balance between these audiences, a digital-first approach has emerged as a strategic choice. By adopting a digital-first strategy, event professionals can create a more holistic event experience that goes beyond what was previously possible in traditional in-person events. Engaging with attendees through social media, video content, and other digital channels before, during, and after the event allows for optimization and enhancement of the attendee experience, while facilitating easy engagement with event attendees.

Another significant trend in 2023 is the increased focus on sustainability in events. It has become imperative for event professionals to implement sustainable measures and reduce the environmental impact of their events. From venues prioritizing green initiatives to event suppliers offering sustainable and reusable solutions, the industry is actively responding to the demands of environmentally-conscious attendees. Implementing measures such as QR codes, digital business cards, and minimizing paper marketing collaterals can greatly contribute to lowering the carbon footprint of in-person and hybrid events.

Additionally, the integration of mobile apps into the event tech stack is gaining momentum. With more than half of attendees utilizing smartphones during events, mobile applications serve as a perfect companion, enhancing the attendee experience and propelling events into the hybrid space. Customized features, such as personalized agendas, interactive venue maps, and networking tools, can elevate engagement and provide attendees with a seamless event journey.

As the events industry navigates the event resurgence post-pandemic, the year 2023 presents a pivotal opportunity for growth and transformation. Organizers and brands are already leveraging robust event technology to ensure the successful delivery of hybrid events. Embracing these changes and harnessing the power of evolving technologies will be crucial for the industry to thrive in the rapidly changing landscape of the future.