Editor’s Note: This article continues the Events Industry Council’s ongoing content series exploring the macro forces shaping the global business events industry, as identified in EIC’s 2025 Futures Landscape Study. Each month, we highlight one of the 12 key forces influencing the industry’s evolution, sharing insights from EIC Members, Strategic Partners, Volunteer Leaders, CMP Fellows, and other voices shaping the future. This month, we focus on Evolving Business Models.
The global business events sector is undergoing one of the most significant periods of transformation in its history. While the pandemic accelerated shifts already in motion, today’s forces — economic uncertainty, rapid technology advancements, shifting attendee expectations, and rising sustainability demands — are compelling organisations to rethink not only what they deliver but how they create, capture, and communicate value.
EIC’s Futures Landscape research found that “Evolving Business Models” is one of the most complex themes facing the industry.
As one senior association executive from North America shared: “We can’t simply return to the models of the past. If we do, we will lose relevance quickly.”
This month’s analysis explores how business models across the global events ecosystem are changing — and what leaders need to consider as they plan for the future.
From Products to Platforms: Rethinking Value Creation
For years, the traditional model centred on designing an event, selling registrations or exhibitor space, and delivering a programme. Today, leading organisations are shifting toward platform-based, year-round engagement models.
These approaches include:
- Subscription- or membership-style access to curated learning
- Digital extensions that keep communities connected beyond the event
- Hybrid ecosystems blending in-person, digital, and asynchronous touchpoints
- Data-driven platforms enabling matchmaking, insights, and personalised journeys
A corporate events leader in APAC observed: “Attendees don’t want to wait 12 months for value. They expect ongoing access, on their terms.”
This evolution deepens loyalty and stabilises revenue — but requires new digital, analytical, and content capabilities.
Collaboration Over Competition: New Partnering Models Emerge
Respondents highlighted a growing shift from transactional vendor relationships to strategic, value-creating partnerships.
Examples include:
- Destinations co-developing sustainability, legacy, and community impact initiatives
- Technology partners integrated early into programme design
- Cross-industry alliances with tourism boards, academia, and economic development agencies
- Shared service models that reduce cost and accelerate innovation
A European destination marketing leader commented: “We won’t solve today’s challenges alone. The future of our business models will be built in partnership.” This shift enhances resilience and supports shared investment and shared impact.
Data as Currency: The Rise of Insight-Led Models
Data is increasingly central to business model strategy. Organisations are adopting models that capture and use data to drive:
- More accurate forecasting and budgeting
- Highly personalised attendee and exhibitor experiences
- Dynamic pricing and revenue optimisation
- Stronger ROI measurement and articulation of socioeconomic value
Yet respondents point to significant challenges: siloed systems, lack of standards, privacy concerns, and skills gaps. A meetings technology specialist in the Middle East noted: “We’re collecting more data than ever, but we’re not yet maximising its value.” Future-ready models will require stronger governance, interoperability, and new analytical skills across teams.
Revenue Diversification: Reframing Value for Modern Audiences
Many organisations are actively rethinking revenue models and value propositions by expanding into:
- Always-on sponsorship and branded content partnerships
- Premium curated experiences and high-touch services
- Monetised digital assets, including on-demand learning and AI-enabled tools
- Impact-led offerings tied to sustainability or community outcomes
A senior corporate marketer in Latin America said: “Value used to be defined by square metres or ticket sales. Now it’s about outcomes and experiences.” This evolution demands a sharper understanding of modern audience expectations and a fresh approach to pricing and packaging.
Operational Flexibility: Designing for Resilience
To navigate volatility and ensure business continuity, respondents report adopting more flexible operational models, including:
- Scenario-based planning and multi-path budgets
- Modular event design that can adapt quickly to changing conditions
- Sustainability and social impact integrated directly into commercial models
- Agile workforce structures, including outsourcing and fractional expertise
A global PCO leader in Africa shared: “Our operating model must handle uncertainty as a feature, not an exception.” This adaptability is becoming a core competitive advantage.
The Human Dimension: Mindsets Must Evolve with Models
While revenue and technology dominate many discussions, respondents repeatedly emphasised that transformation is fundamentally human.
Success depends on:
- Leaders who champion experimentation and learning
- Cultures that support cross-functional collaboration
- Talent with digital fluency, creativity, and strategic agility
- Inclusive governance and decision-making
A senior venue executive in Europe stated: “Our mindset is as important as our model. Without the cultural shift, nothing sticks.”
The Path Forward
Evolving business models are essential not only to commercial sustainability but to the industry’s broader mission: to drive economic, social, and community impact through purposeful gathering. By embracing diversified revenue strategies, deeper partnerships, data-driven insights, and adaptable operational design, the business events sector is positioning itself to lead with strength and intention.
As with previous Futures Landscape themes — Talent, Sustainability, Accessibility — this month’s focus reinforces a consistent truth: our future will be defined by those who innovate with purpose, adapt with agility, and collaborate with conviction.
