Photo Credit: Adobe Stock/Igor Link
As we close in on the final quarter of 2024, now is the time for event planners to reflect on the year's challenges and look ahead to the opportunities 2025 will bring.
For planners in Asia, one key issue is balancing tighter budgets with client expectations for personalised, tech-enabled experiences. With economic pressures persisting and attendees demanding more meaningful engagement, planners are finding themselves at the crossroads of creativity and cost control.
For Manpreet Bindra, FCM Meetings & Events leader of Asia, 2024 has been about adapting to changing customer expectations to meet the greater-than-ever demand for personalised experiences and customised content, and the seamless use of technology such as checking into an event via mobile phones, to online booking solutions.
We’ve also observed a trend towards merging multiple events and meetings into single, comprehensive gatherings, such as leadership meetings often preceding larger group events.
Manpreet Bindra, FCM Meetings & Events leader of Asia
“Increasingly, MICE participants are seeking active engagement opportunities rather than remaining passive attendees,” he says. “They demand interactive formats such as Q&A sessions, live polls and fireside chats, allowing them to contribute dynamically during events. We’ve also observed a trend towards merging multiple events and meetings into single, comprehensive gatherings, such as leadership meetings often preceding larger group events. This approach optimises time and investment, minimising travel costs and supporting sustainability.”
Budget on the chopping block
In the UK, Jade Ball, head of events at BI Worldwide, says there has been increased pressure to deliver top-tier events within tighter financial controls.
“In response, we’ve been laser-focused on our strategic approach, working closely with our clients to define well-tuned, impactful objectives,” she says. “By helping our clients allocate their budgets more effectively, we’ve ensured that the money they spend delivers maximum value; it’s this partnership approach that has allowed us to continue producing events in uncertain times.”
Reduced overall costs [in Asia] means there is budget available for initiatives that deliver the moments that matter, making Asia a compelling choice.
Jade Ball, head of events at BI Worldwide UK
In 2025, Ball expects a growing interest in Asian destinations, driven in part by the fact that budgets tend to stretch further in the region.
“Overall costs – such as venue hire, accommodation, and travel – are lower compared to many other destinations,” she says. “Reduced overall costs means there is budget available for initiatives that deliver the moments that matter, making Asia a compelling choice. We’re confident that this trend will continue well into 2025.”
“The events industry, like many others, has faced substantial pressures due to the challenging global environment,” says Ball. “The same global factors that have influenced 2024 are unlikely to disappear overnight; political instability, economic pressures, and inflation will continue to affect businesses.”
Read more: Tight budgets to challenge meeting and event buyers in 2025
Lean manpower, high expectations
“We’ve had less ‘new’ employees - this lack of manpower has led to delays and a lower quality of service,” says June Kim, director, Kim’s M&C DMC Korea. “Accommodation and supplier costs have been rising too, which leads to higher quotes [for events]. With these costs increasing, it’s becoming difficult to compete with destinations such as Thailand.”
Reduced overall costs [in Asia] means there is budget available for initiatives that deliver the moments that matter, making Asia a compelling choice.
Jade Ball, head of events at BI Worldwide UK
Francis Cheong, founder of Malaysia-based Aavii Worldwide has also been preoccupied with talent retention and development, particularly recruiting Gen Z talent and fostering a high-performance culture.
“As we seek to attract younger talent, catering to the expectations of Gen Z employees - who prioritise purpose, flexibility and work-life balance, will be crucial,” he says. “Offering a work environment that encourages creativity, innovation and a strong sense of purpose will be a competitive advantage in retaining top talent.”
Cheong adds that staying ahead of advancements in AI-powered event platforms and tools could also be key to maintaining this edge.
Read more: Best ways to win the talent war in Asia’s events industry
The rise of wellbeing in events
Ball also believes that wellbeing will play a more significant role in event delivery. The challenge lies in moving beyond just lip service and really integrating wellbeing into event agendas.
“In practice, this could mean creating spaces for quiet reflection or offering free time for attendees to network at their own pace,” she says. “‘Forced fun’ should be left behind as we move into 2025 – events must foster environments where attendees feel comfortable, valued and able to participate in a way that suits them.”
Like Ball, Atika Rosli, chief and founder of Singapore-based Beyond Events Asia, is keeping a close eye on changes in client expectations around sustainability and wellness.
“There is a growing emphasis on environmentally responsible events, as well as programmes that prioritise attendee well-being,” she says. Rosli is also anticipating a shift in preference in 2025 towards shorter journeys for corporate events and conferences, with attendees getting weary of long-haul travel alongside a growing demand for smaller, more intimate gatherings.
An eye on diversity
Planners also highlight a growing focus on neurodivergence, generating proof points that demonstrate the benefits of inclusive, wellbeing-focused agendas that consider different learning styles.
It’s a similar story across the pond in the US, with Rhanee Palma, CEO of Rhanee Palma & Co, noting there’s been a growing expectation to produce event content in different ways, to cater for varied learning styles.
I am keeping my eye on creating a sense of place when I host my meetings… to increase engagement and enhance networking.
Rhanee Palma, CEO of Rhanee Palma & Co US
“People consume content differently nowadays,’’ she says. “In many ways, this is a good thing, prompting planners to intentionally plan to accommodate different learning styles into programming, which can enhance engagement and effectiveness.”
These different learning styles could range from presentations such as keynotes, panels, workshops and roundtable discussions, to visual aids to diverse speaker profiles.
‘I am keeping my eye on creating a sense of place when I host my meetings,” adds Palma. “Not only does it increase engagement and enhance networking, it also helps attendees to walk away with improved retention, emotional resonance and cultural reflection.”
This article first appeared in the October-December 2024 issue of M&C Asia as the “The new event agenda” feature. Click here to read more from this issue.