Opportunities For The Event Industry in 2025

Across 2024 the event industry continues to evolve, rapidly innovating, driven by technological advancements and changing consumer preferences. The industry has shown remarkable growth, underpinned by the increasing popularity of hybrid events, the integration of advanced technologies, and a growing commitment to sustainability.  

The Growth Trajectory of the Event Industry

The event industry is on a solid growth path, with projections indicating continued expansion into 2025 and beyond. Allied Market Research predicts that by 2032, the UK event market is expected to reach $139.9 billion, growing at a compound annual growth rate (CAGR) of 5%. Amplifying this growth is the ability to effectively reach diverse audiences through various channels, including radio, which offers broad reach and targeted engagement opportunities.

Where Will You Find Growth?

• Hybrid and Virtual Events: The rise of hybrid events, blending in-person and virtual experiences, caters to diverse attendee preferences, driving engagement and attendance. By using radio, event organisers can target these specific audiences, promoting both virtual and live attendance, increasing event visibility across all platforms. The global market for virtual events is projected to grow at a 23.7% CAGR from 2021-2028.  

• In Person Events: According to Bizzabo, 52.1% of organisers have seen a rise in attendance at in-person events. 

• Technological Advancements: Innovations like AI, event management software, and mobile apps have revolutionised event planning, but these advancements also pair well with traditional media like radio. Radio's personal and immediate engagement complements these technologies by creating excitement around upcoming events.

  The event management software market, $5.6 billion in 2019 is expected to reach $18.4 billion by 2029, underscoring the role of technology in events. Radio complements this by delivering engaging, immediate messages that resonate with listeners and amplify the impact of digital tools. 

• Sustainability: As the industry embraces eco-friendly practices, radio provides an efficient and sustainable way to advertise, reducing the need for physical marketing materials while still reaching large audiences.

Marketing opportunities to reach new audiences 

It is crucial to consider various mediums to market your event. For the event industry, podcast advertising provides a targeted way to engage niche audiences, promoting events directly to listeners with shared interests. 

For sporting events, targeting sports fans within their preferred content spaces offers an ideal strategy to engage your audience effectively. According to the latest Listener Survey, Sport Social Podcast Network found that 55% of Sport Social listeners visited an advertiser's website after hearing an ad. 

Researching to discover where your target audience spends their time online and their habits is crucial to the success of your event. 

Mobile Digital Out-of-home (MDOOH) advertising

It is also essential to research where your target audience are and how you can get in front of them effectively. Mobile digital formats like iWalkers and iVans, are highly visible, mobile platforms that allow organisers to reach their target audience in real time, right where they are.

iWalkers, equipped with digital screens and moving within high-traffic areas, literally place the message in the middle of the crowd, generating instant visibility and engagement. iVans, with larger displays, offer flexibility in reaching broader urban audiences while on the move.

This dynamic form of advertising is especially effective for driving awareness and engagement in the days leading up to an event, enhancing the overall marketing strategy by creating a direct connection with potential attendees in the public space.

 Combined, these channels offer dynamic ways to connect with event-goers and boost attendance.

Challenges Facing the Event Industry

Despite its growth, the event industry faces several challenges:

• Proving ROI: Demonstrating the return on investment for in-person conferences remains difficult for 71.2% of organisers. However, radio’s ability to track listener engagement and target specific demographics offers organisers a measurable way to enhance their ROI from marketing efforts.

• Safety Concerns: Safety remains a top priority, with 55% of organisers citing it as the biggest challenge in resuming in-person events. By using radio to communicate key safety measures and protocols, event organisers can build trust and confidence among attendees.

• Engagement: Keeping attendees engaged during virtual sessions is a challenge for 67.7% of event marketers. Radio can generate excitement leading up to virtual events, ensuring higher engagement by building anticipation through personalised, localised messaging.

Challenge: Increasing Ticket Prices and The Rise of The Superfan

In 2024, Mintel highlights a growing trend among concert-goers who are more selective about the artists they choose to see, driven by rising ticket prices. Radio advertising can play a vital role in reaching these 'superfans' as well as broader audiences. By connecting with fans in a personal, immediate way, radio helps extend the reach of events beyond just the artist’s core fanbase, driving attendance to must-see performances.

The event industry in 2025 is poised for sustained growth and transformation, driven by technological advancements, changing consumer preferences, and a strong commitment to sustainability. While challenges such as proving ROI and ensuring safety remain, the opportunities for innovation and engagement are vast.  

Radio advertising plays a crucial role in supporting this dynamic sector, helping event organisers reach their audiences effectively and drive attendance. As we navigate the evolving landscape of the event industry, we are committed to leveraging the power of radio to create meaningful connections and drive success for our clients. 

To find out more about these prospects: