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21 Important Event Marketing Statistics for 2020

by Darko

The world has gone digital, and this is not a cliche. Digital marketing and advertising is now a multi-billion dollar space. However, a digital-only approach to marketing is increasingly becoming insufficient. 

The deal is:

In-person events are growing in popularity and influence over the entire marketing strategy. Sometimes, they cause a significant difference in the figures of real ROI generated. 

You could of course just take our word for it, but then, the decision-makers prefer to see the numbers. So, we have compiled a comprehensive article of the most important event marketing statistics. Whether you are looking to make critical budgeting decisions or are an enthusiast, you will find these event statistics very useful.

Let’s dive right in.

Incredible Event Marketing Stats (Editor’s Pick)

  • Direct meeting spending generated $38 billion.
  • Participants at events in the US spend an individual average of $1,294.
  • Demand for event app development has increased.
  • Events lead to an increase in sales.
  • Direct spending in meetings has increased by 23% since 2009.

Event Marketing Statistics 2019

1. Most conferences and about half of the trade shows in 2019 included collaborative workshops in their event agendas.


The figures of conferences and trade shows that include collaborative workshops within their agendas are 73% and 50% respectively. Trade show statistics suggest this trend is expected to go up, as the strategy is incredibly effective in increasing brand loyalty.

2. 52.6% of event professionals invested more in event tech development in 2019.


As you will notice in the section about event marketing software, developers and engineers are increasingly creating event tech that can improve user engagement at marketing events.

3. 75% of marketing events attendees consider networking and making connections important parts of the event.


This means that beyond the panel discussions and workshops that many conferences and trade shows offer, attendees are often looking forward to making meaningful connections while enjoying casual conversations with each other over a cup of coffee. Event industry statistics suggest there are things that digital devices cannot offer.

4. Seminars and workshops are on the increase. 


43% of event planners said they organize seminars and workshops. These are avenues for in-person interactions. Usually, big names are used as an attraction for these events for the purpose of networking.

Event Marketing Industry Revenue

5. Participants at events in the US spend an average of $1,294.

(Oxford Economics and Events Industry Council)

Depending on the city and the venue for such events, this figure could be a lot higher or lower. Certain privileges associated with VIP passes can push spending at such events as high as $5,000 for such attendees.

6. $38 billion were generated in direct meeting spending.

(Oxford Economics and Events Industry Council)

This sum was generated from 6 million participants from overseas visiting the US for business events. It accounted for 11.5% of the total cash flow in the entire events sector, event marketing statistics reveal.

7. Visitors from outside the US spend the most on events.

(Oxford Economics and Events Industry Council)

International visitors spend the most on travel (21.8%), followed by shopping (24.6%), and recreation and entertainment (26.5%).

8. Direct spending in meetings has increased by 23% since 2009.

(Oxford Economics and Events Industry Council)

This increase is attributed to an increase in the number of participants at the meetings. Asia has the highest participation in meetings at around 482.7 million, while the Middle East has the lowest at around 26.1million.

event marketing - event attendance

Event Marketing Software

9. 60% of marketers say that events helped their marketing strategy succeed.


Events, especially those organized for the promotion of brands, are incorporating innovations to consolidate attendees’ trust in their brand, event marketing stats suggest. So, events offer a way to bring hitherto digital customers on board and earn their loyalty.

10. 86% of event marketers rely on technology to attain event marketing success. 


Mobile digital technology and the internet have extensively influenced how we do business and live generally. Global mobile phone usage has almost doubled PC usage. So, marketers are looking to reach people where they are with the use of mobile internet platforms.

11. Demand for event app development has increased. 


68% of the app developers surveyed reported an increase in the demand for event apps since 2018. Most of these apps are for event registration and ticketing.

12. Event management software is widely used to manage event management.


89% of marketers report that event management software has made the management of their staff and resources easier. The latest hot trends in event management software include mobile event apps and social media integration. Cvent is currently the highest-rated; however, Bizzabo has the highest score for ease of use.

13. Events have a direct relationship with sales.


Event marketing case studies suggest that 65% of brands believe in-person events have a direct impact on sales. What’s more, all report an increase in sales after the execution of well-planned events. This is due to the deliberate actions the brands take to secure customer trust at these events.

14. 98% of attendees create social media content during events.

(The Bizzabo Blog)

It goes without saying that people take a lot of pictures at events. Some event organizers organize social media campaigns on platforms like Instagram and Twitter during the event, with attendees also taking part.

15. More than half of event attendees access event information using event apps.


About 52% of the attendees obtain vital information about the event and its location via event apps. This is directly linked with the increase in the development of event applications and the popularity of mobile phone usage.

16. User engagement and interactivity focused activities make up 60-70% of the event agenda.


Most of the points on the agenda of events are activities that foster the interaction of attendees with one another, event organizers, or brand products.

Event Marketing Tips

17. An event professionals must be able to evaluate the economic value of events.


76% of present job postings require event professionals to be able to determine the business values of events. This highlights the importance of meetings to brand promotion and development.

18. Attendee satisfaction is the measure of event success.


A whopping 91% of event organizers evaluate the success of their events on the satisfaction of their attendees. This makes sense, as the event should have been put together to make an impression on people – and people bring in the sales. Predetermined event goals is another metric that 61% of event professionals use to gauge event success. Another 60% consider their ability to stay within the budget the measure of event success.

19. 55% of event organizers believe they do not evaluate the success of their events accurately enough.


In contrast, only 18% of event professionals are confident that they measure their event success. The figure is even lower (10%) for those who believe they measure it in great detail. Clearly, there’s a long way to go in that direction.

20. Feedback surveys are the most used measuring tool for event success.


59% of event professionals use feedback surveys as their most preferred tool for curating live event attendance statistics. Some 55% of event professionals chose feedback surveys as their second most preferred option for analyzing event success and metrics.

2020 Event Marketing Trends

21. Customer experience will be the overriding differentiator between brands.in 2020.


Ahead of price and product, customer experience will become the distinctive factor between brands. The world is moving towards a luxury economy. Customers want products that make them feel better and they are not too shy to pay for them.

Frequently Asked Questions

Q: How much is the event industry worth?

A: According to event marketing statistics, $1.07 trillion was generated from business events in 2017. This figure is of direct spending, which includes the cost of planning and producing these events, travel expenses related to these events, and other types of spending, like those by exhibitors. More than 1.5 billion people from more than 180 countries participated in business events in 2017. 

Q: Who has the most direct business event spending?

A: North America generated the most direct business event spending – $381 billion in 2017. This is a massive 35.6% of the global business event direct spending. Western Europe and Asia were second and third on the list, with $325 billion and $271.4 billion respectively. These made up 30.3% and 25.3% of the world’s direct spending.

Q: Who has the most business event participation?

Asia had the largest participation in terms of business event attendance with 482.7 million participants, representing nearly one-third of total participants worldwide. Western Europe came next, hosting 444.4 million participants (29.2% of worldwide participants) in 2017. North America ranked third with 329.7 (21.7% of global participants). Latin America & the Caribbean, Africa, Central and Eastern Europe, and the Middle East followed, each hosting fewer than 100 million business event participants.


A whole lot of money is going into events these days – and it’s only expected to up in 2020. We trust that these fascinating stats and facts have provided you with sufficient insight. 

The thing is:

Many events attract travelers from around the world who would need lodgings when they arrive. Hoteliers may look to position themselves to exploit these opportunities. Software and hardware engineers are already alert to the increasing demand for event tech to improve the overall attendee experience. 

Bottom line:

2020 is a year to do more, as the latest event marketing statistics clearly show. More companies can make use of events to develop their brands and increase product sales. It is going to be a big year for event marketers. And we are going to see more events around the world as some new ones will be joining existing annuals.


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