Research and expert analyses from the meetings, events, and incentive travel sectors, including findings from key global players such as IMEX and IBTM, as well as insights from prominent industry media, clearly highlight the key trends that will shape the future of this segment in the coming years. In 2025, the decisive factors influencing destination choices and program development will revolve around the quest for unique experiences, an increased focus on sustainability, growing personalization of offerings, and the growing importance of participants’ spiritual and physical well-being. These changes are geared toward creating lasting value for companies and organizations that recognize the significance of incorporating these factors into their meetings and incentive travel programs.
Greater Focus on Personalized Experiences and Emotional Connection
Meeting and event organizers are already recognizing the changing needs of participants, who increasingly seek personalized and emotionally rich experiences. Event attendees want more than just information transfer—they are looking for opportunities for personal growth, skill improvement, connections with others, and memories that will have a long-lasting impact on their lives and work. According to the IBTM World’s Trends Watch 2025, the biggest emphasis is on innovative formats such as hybrid events, which offer flexibility based on attendee needs, and events that integrate personal development, creativity, and wellness elements.
Sustainability and Responsibility as Core Organizational Goals
Sustainability initiatives are becoming an increasingly important factor in destination selection and service provider choices in the meetings and events segment. With a growing awareness of environmental responsibility, organizations are increasingly seeking eco-friendly options, whether in selecting locations or aligning with suppliers who support sustainable practices. Experts predict that by 2025, there will be an even greater demand for events held at destinations offering sustainable, environmentally friendly accommodation options and logistical solutions. Travel with a reduced carbon footprint, as well as the use of digital tools to measure and minimize the need for printed and physical materials, will be crucial for aligning with participants’ rising expectations.
Focus on the Spiritual and Physical Well-being of Participants
Incentive travel and corporate meetings are increasingly focused on the concept of well-being. Programs that include physical activities, wellness practices, meditation, or mindfulness are becoming essential components of many events. Participants are looking to escape the stress of daily life and spend time in natural settings that promote both physical and mental balance. The growing interest in well-being services and nature-based connections is also evident in the incentive travel segment. In 2025, demand is expected to rise for destinations offering such programs, including visits to spas, wellness centers, and outdoor sports activities.
Rising Interest in Less Overcrowded Destinations
Similar to trends in tourism, the meetings and events sector is also seeing a rise in interest for less crowded destinations. Organizations are increasingly seeking destinations that are not only less affected by tourist crowds but also offer unique cultural, historical, or natural attractions. This allows participants to experience unforgettable meetings and events in smaller groups, where greater attention to detail and more authentic interactions between participants are possible.
Technological Innovations and Event Digitalization
Technological innovations continue to play a critical role in shaping meetings and events. In 2025, the integration of advanced digital tools such as VR (virtual reality), AR (augmented reality), and advanced platforms for hybrid events that connect participants across geographic boundaries is expected to increase. Technology will enable more in-depth personalization of experiences, easy tracking of participation, and interactive engagement at events. The use of digital tools for measuring and optimizing carbon footprints is also on the rise.
Multigenerational and Family-Oriented Meetings
There is also a growing trend for organizing multigenerational meetings. Companies and organizations are recognizing the benefits of multigenerational events, which foster greater connections between employees and other attendees. Such events also offer the opportunity to engage with a broader social circle, increasing the value and sustainability of the gathering. Participants are seeking events that are accessible to all generations and want programs that cater to both younger and older attendees.
Looking Ahead: How the Meetings and Events Sector Will Evolve in 2025
In 2025, the meetings, events, and incentive travel sector will continue to solidify its role as a crucial channel for building personal and professional connections. Organizers will need to address the rising demand for personalization, sustainability, and innovative experiences to meet the expectations of modern attendees. Equally important will be the increased focus on participants’ physical and spiritual well-being. These changes will shape the future of events, making them not only informative but also immersive and unforgettable moments that strengthen lasting bonds between participants.
Author: Jasna Jašič, Slovenian Convention Bureau
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