5 Trends Shaping Conferences and Events in 2024
Bringing people together is critical for the success of any organisation – creating community by strengthening social connections through sharing new ideas.
While conferences and events have always evolved, recent years have seen a rapid evolution through a combination of global impacts and emerging technologies.
Looking to the year ahead and beyond, five significant trends are now shaping the future of conferences and events:
1. Strategically design connected experiences
The blend of in-person and virtual experiences was not just a temporary shift – it accelerated the development of more connected experiences with greater reach and accessibility. In the short-term as communities reconnect, in some instances there has been a noticeable shift back to in-person only formats. Looking forward, hybrid formats are increasingly providing both virtual and physical options in parallel.
As a result a trend is emerging where rather than thinking of formats such as conferences as separate annual events, they are increasingly designed as an element in a series of connected experiences. This approach provides greater flexibility to strategically move audiences between physical only gatherings, virtual events and hybrid formats throughout the year.
2. Guide attendees in sustainable practices
Eco-conscious practices are no longer an afterthought. From locally sourced food and reduced waste to carbon offsetting and energy-efficient venues, sustainability is becoming a key consideration for event organisers and attendees alike. With many attendees unsure how best to minimise their environmental impact, there is an emerging trend for event organisers to take more of a leadership role in sustainability.
Environmental concerns and pressures on client organisations mean sustainable practices are increasingly becoming a critical decision-making factor. As society slowly adapts, ecologically sustainable events are trending from being an optional benefit to becoming a core requirement.
3. Provide stability through authenticity
In times of uncertainty and rapid change, connecting back with positive past experiences provides reassurance and certainty. While new ideas and experiences remain as important as ever, in parallel there is a growing interest in events that celebrate authenticity, heritage and local stories.
This need for authentic connection – driven by recent years of disconnection – means that passive lectures are trending down, interactive experiences are on the rise. Expect increasing demand for collaborative workshops, fireside chats, group conversations and other engaging formats that encourage collaboration and foster a sense of belonging.
4. Navigate decisions with intelligent data
Event organisers are leveraging data to personalise experiences and maximise impact. Increasingly complex decision-making is being guided by data-driven insights – across everything from venue selection to speaker lineup and marketing campaigns.
Artificial intelligence is beginning to streamline event planning and attendee experiences. Next-generation chatbots can answer questions, recommend sessions and facilitate networking, while AI-powered platforms automate tasks and personalise content. As a result two counter trends are at play – the need for deeply human experiences, supported by intelligent automation.
5. Focus on enduring value
With rising costs event organisers will be expected to demonstrate clear value – as they always have, now combined with increased focus. Clients, sponsors and attendees will look for conferences and events that offer actionable takeaways, impactful connections and tangible outcomes.
In the future conferences and events will continue to become far more than fleeting gatherings. Attendees are evolving. They are knowledge-hungry and time-pressed, seeking experiences and communities that transcend networking and presentations. Focus on enduring value to build a legacy beyond the immediate event – creating a lasting impact on attendees’ careers and lives.
Remember, trends do not create the future.
You do.
While trends give us an insight into the direction of travel, how you choose to leverage this knowledge is up to you. In some cases the trends might align with your personal values and business strategy – meaning the trends will support and accelerate your progress.
In other areas you might see the future differently. In which case the trends create new opportunities to take a different approach.
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