In an era of AI-generated content and declining digital trust, business events are emerging as “trust infrastructure,” according to new research from Saxton and ThinkerTank.
The report, The Future of Business Events: 2030 and Beyond, found that connections and networking are now the most important changes in attendee behavior, with more than half of event professionals reporting an increased demand for genuine human interaction.
The study, launched March 19, is based on more than 360 survey responses, 15 in-depth interviews, and more than 20 industry sources. As digital channels become saturated and remote work continues to reshape behaviors, we argue that we will increasingly rely on in-person events to build trust, relationships, and culture.
“People want to be in the room. In an age where almost everything is accessible through a screen, the hunger for real human connection is stronger than ever. Events don’t compete with the internet. Events are the antidote to the internet,” said Dr. Ben Hammer of ThinkerTank.
This report identifies six trends that will shape business events through 2030: experience, connection, relevance, personalization, quality, and demonstration.
Relevance to the audience has emerged as the most important factor when choosing a speaker, rated three times more important than profile or name recognition.
Nearly six in 10 respondents expect smaller, more targeted events to drive future growth, and one in three attendees said they expect a more personalized experience.
At the same time, almost three-quarters of respondents said that measurable return on investment will be essential or very important by 2030. However, the report notes that some of the most valuable outcomes of events, such as trust, relationships, belonging and culture, remain difficult to quantify.
Anne Jamieson, CEO of Saxton, said the industry is moving from simply filling a room to designing experiences that create meaningful change.
“The demand for in-person events has never been higher, and the scrutiny of them has never been higher. What we’re seeing from our clients is a real shift away from filling a room to designing experiences that change something. Whether it’s how teams think, how the culture feels, or how employees understand what’s coming next,” Jamison said.
“The speakers and programs that offer it are not compatible. Relevance is not a nice-to-have. That’s the whole point.”
The findings come as Australia’s business events industry contributes more than $19.6 billion to the tourist economy, and the report argues that strong demand alone is not enough to ensure long-term relevance.
Instead, we suggest that events designed around trust, connection, and measurable outcomes will define the sector by 2030.
