20+ Compelling Event Industry Statistics [2026]: How Events Enhance Marketing

Research Summary: The event industry continues to evolve, offering significant advantages for marketers and organizations. Following the fluctuations of the pandemic and the rise of hybrid models, events are now more vital than ever in driving engagement and marketing success.

So, what are the key benefits of events today? We’ve compiled essential insights into the event industry, revealing:

• 41% of marketers consider event marketing to be their most critical channel.

• 97% of media marketers emphasize the importance of in-person events.

• 71% of event marketers are committed to investing in virtual events moving forward.

• The global event industry was valued at approximately $890 billion in 2020.

• The global event industry is projected to grow at a CAGR of 13.48% through 2028.

For further analysis, we categorize the data in the following sections:
Marketers | Event Organizers | Trends and Projections | Benefits of Events | U.S. Event | Event-Goers

Key Event Industry Statistics for Marketers

Events serve as a powerful avenue for marketers to network with businesses and engage with customers. Here are the most pertinent statistics that underscore the importance of events for marketers:

• On average, 9.4% of the CMO marketing budget is allocated to live events.

  This figure varies widely. For instance, 13% of global businesses allocate just 1-5% of their budget to events, while 10% spend over 50%.

• In 2023, 63% of marketers plan to increase their budgets for live events.

  As the industry stabilizes, marketers are shifting investment back to in-person events, with only 40% planning to boost spending on virtual formats.

• 75% of marketers identify email as their most effective promotional strategy.

  Notably, up to 45% of event ticket sales directly result from email campaigns, making it a crucial tool for driving attendance.

• 87% of marketers utilize email marketing for event promotion.

  Email marketing ranks as the second most effective promotional method, following closely behind social media at 89%. The integration of both channels is common among marketers.

  Marketing Tool	% of Marketers Who Say It’s Effective
  Social Media	73.5%
  Email Marketing	65.5%
  Website	59.6%
  Registration Site	25.5%
  Printed Media	21.8%
  Influencer Marketing	18.2%
  Experiential Marketing	14.0%
  Video	13.5%
  Press Releases	11.9%
  Live Streaming	6.0%
  Blogging	5.5%
  Remarketing	5.1%
  Podcasts	1.4%

Key Event Industry Statistics for Event Organizers

Successful events rely heavily on effective planning and execution by event organizers. Here are vital statistics concerning their roles:

• 48% of event planners begin preparations six to 12 months ahead of the event date.

• During the recent global shifts, 73% of event planners successfully transitioned to virtual formats.

• 65% of event organizers intend to maintain hybrid events as their primary format moving forward.

• 84% of event planners prioritize attendee satisfaction as a key performance indicator (KPI).

• 82% of event planners measure success based on attendee engagement.

Event Industry Trends and Projections

The event sector is witnessing a resurgence, with increased interest in in-person gatherings. Key trends include:

• 64% of event professionals reported increased spending on meetings in 2023.

  Enhanced technology availability has led many professionals to invest more in events, with 41.5% willing to spend up to $5,000 on new virtual event technologies.

• The U.S. event industry market size is just under $3.2 billion as of 2023.

  After experiencing a decline of -9.8% annually from 2017 to 2022, the industry has rebounded with a net growth of 4% in the past year.

  Year	Market Size (in Billions)
  2012	$3.9 B
  2013	$4.2 B
  2014	$4.4 B
  2015	$4.7 B
  2016	$4.9 B
  2017	$5.3 B
  2018	$3.9 B
  2019	$4.0 B
  2020	$2.9 B
  2021	$3.0 B
  2022	$3.1 B

• The global event industry is projected to grow at a CAGR of 13.48% through 2028.

  While valued at $890 billion in 2020, this figure is expected to increase to approximately $2.19 trillion by 2028.

Event Industry Statistics by Benefits of Events

Organizations choose to host events for a variety of reasons, from enhancing sales to improving engagement. Here are some key findings:

• 60% of business leaders assert that events are critical for company success.

  Similarly, 80% of marketers share this belief, highlighting the value of events in a competitive landscape.

• 79% of marketers achieve sales through events.

  Additionally, 85% of these marketers acknowledge that events contribute to increased lead generation and sales potential over time.

• 64% of companies cite brand awareness as their primary motivation for hosting events.

  Whether in-person or virtual, events serve as a powerful platform for enhancing brand visibility. Notably, 19% of companies hosting virtual events also aim to boost brand awareness.

• 83% of brands report increased sales as a result of event marketing.

  This aligns with findings that 74% of event attendees feel positively about a brand after participating in its events.

U.S. Event Industry Statistics

Events are a vital aspect of business strategy in the U.S. Here are some key statistics that illustrate the significance of the U.S. event industry:

• There are at least 255 major convention centers in the U.S.

  These venues collectively span 75 million square feet. California leads with the highest number of convention centers, totaling 22.

• Up to 40 million Americans attend business events annually.

  This encompasses a range of gatherings from conventions to trade shows, representing over 12% of the U.S. population participating in events each year.

Event Industry Statistics by Event-Goers

Event attendance is crucial for the success of gatherings. Here’s what the data reveals about event-goers:

• 76% of all event attendees participate for networking opportunities.

  Networking is pivotal for both marketers and attendees, with 89% of professionals agreeing that face-to-face interaction is the most effective approach to closing business deals.

• The average in-person event is 47.8% more expensive than virtual events.

  While 80% of virtual events are free, the average cost to attend a paid virtual event is $443, compared to approximately $655 for an in-person event.

Event Industry Statistics FAQ

1. How big is the event industry?

   The event industry is valued at around $890 billion globally and approximately $3.2 billion in the U.S. This represents a significant decline from pre-COVID figures, such as $5.3 billion in 2017. However, recovery is underway as live events are increasingly becoming commonplace once more.

2. What are trends in the event industry?

   As of 2023, the most prominent trend is renewed growth. Following a significant downturn from 2017 to 2020, the industry is on the rebound, with a reported 4% growth in 2022.

   Moreover, the pandemic has fostered a strong interest in hybrid events, with 65% of event organizers planning to adopt this format consistently in the future.

3. Is event planning a growing industry?

   Yes, the event planning sector is expanding. By 2028, it is projected to achieve a CAGR of 11.2%. The market for event management software is also expected to reach $16.11 billion by this time.

   This growth is in line with the anticipated increase in the overall event industry, expected to reach a market size of $2.19 trillion by 2028.

4. How many people are employed by the events industry?

   The U.S. event industry employs over one million individuals. This includes at least 77,000 planners dedicated to trade shows and conferences, along with numerous marketers and freelancers.

   The exact number of self-employed freelancers is unclear, but they represent a substantial portion of the workforce. Job growth for event planners is projected at 11% through 2026.

Conclusion

Events remain an essential strategy for marketers, planners, and attendees to foster connections. Notably, 76% of event attendees participate primarily for networking purposes.

Additionally, 79% of marketers report that events lead to increased sales, with 85% recognizing that events contribute to greater revenue potential. This is closely tied to the boost in brand awareness that events facilitate.

Overall, the benefits of events are evident for all stakeholders, reinforcing their role as a powerful marketing and networking tool. As the industry embraces hybridization, we can anticipate an even greater proliferation of events in the coming years.

References

1. KoMarketing. “41% of Marketers Now Believe Events are the Most Critical Marketing Channel.” Accessed on July 18th, 2022.

2. Statista. “Market value of the event industry worldwide in 2020, with a forecast for 2028.” Accessed on July 18th, 2022.

3. Statista. “Share of marketing budgets spent on event marketing according to businesses worldwide as of March 2018.” Accessed on July 18th, 2022.

4. Floor. “That’s a Wrap! Events Industry 2021 Trends & Statistics.” Accessed on July 18th, 2022.

5. Vimeo Blog. “The best hybrid event examples of 2022.” Accessed on July 18th, 2022.

6. Convene. “7 KPIs For First Time Event Planners.” Accessed on July 18th, 2022.

7. IBISWorld. “Party & Event Planners in the US – Market Size 2005–2027.” Accessed on July 18th, 2022.

8. PRN. “Events Industry Market size worth $ 2,194.40 Billion, Globally, by 2028 at 13.48% CAGR: Verified Market Research.” Accessed on July 18th, 2022.

9. PR Daily. “Report: 85 percent of marketers say events are crucial to their strategies.” Accessed on July 18th, 2022.

10. Statista. “Leading convention centers in the United States as of 2021, by exhibition space.” Accessed on July 18th, 2022.

11. Brella. “3 reasons why creating networking opportunities is definitely worth it.” Accessed on July 18th, 2022.

Author

Jack Flynn

Jack Flynn is a writer for Zippia. In his professional career he’s written over 100 research papers, articles and blog posts. Some of his most popular published works include his writing about economic terms and research into job classifications. Jack received his BS from Hampshire College.