Priorities for event planners are not the same across the globe. The latest International Planner Sentiment Report unveils diverging priorities, especially between North American and European event professionals…
The Business of Events has today published its 2025 International Planner Sentiment Report, revealing a marked divergence in event planner priorities across global markets.
Sponsored by Tourism Ireland and released to coincide with the opening of The Meetings Show, the findings reveal shifting regional attitudes – particularly among North American planners – shaped by changing economic, cultural, and political landscapes.
Event planners’ priorities diverge across the globe
As the importance of factors like Sustainability & Social Impact and Equity & Diversity declines in North America, planners in the UK and Europe are moving in the opposite direction, with Cost and Value for Money rising to the top of the agenda amid continued economic pressures.
Drawing on contributions from corporate, association, agency, and incentive and reward planners across the UK, Europe, and North America, the report is a vital resource for destinations and venues seeking to remain competitive in a changing landscape.
North America see a decline in sustainability and social impact
Key findings include a two-point decline in the importance placed on Sustainability & Social Impact among North American respondents compared to 2024. Equity & Diversity and Cultural Identity also saw a modest decline in this region, down by one point each. In contrast, planners in the UK and Europe rated Equity & Diversity one point higher than last year, creating a four-point transatlantic gap in sentiment – possibly reflecting shifting cultural expectations.
Cost and value for money increasingly key for European event planners
Meanwhile, Cost and Value for Money has increased in importance among European planners, now rated at 10 – up one point from the previous year. This mirrors trends in the UK and likely reflects inflationary pressures and economic uncertainty affecting budgets across the supply chain.
Other decision-making factors, such as Accessibility, Destination and City Brand, Food and Hospitality, and Safety and Security, remained largely stable year-on-year across all regions.
Mike Fletcher, Director of News and Content at The Business of Events, said:
“While most sentiment indicators have remained stable, the 2025 data highlights emerging regional divergences – especially in North America – which may indicate broader cultural and economic shifts. This data is invaluable in helping UK destinations and venues adapt their strategies to maintain global competitiveness.”
Sponsored once again by Tourism Ireland, the International Planner Sentiment Report forms part of The Business of Events’ wider research programme, which includes the Quarterly Event Economy Tracker, and Global Destination Report. All reports are available to download free of charge, ensuring the widest possible access across the UK’s business events sector to support strategy, planning, and policymaking.
Research findings are also shared directly with VisitBritain, Department for Culture, Media & Sport (DCMS), the All-Party Parliamentary Group for Events, association partners, and other key stakeholders.
The International Planner Sentiment Report was previewed at an exclusive event held at Corrigan’s in London on 24 June, attended by Tourism Ireland partners, members of the media, trade associations, VisitBritain, and representatives from DCMS. PA Life was pleased to take part at the pre-reveal discussion at the lunch.
The full 2025 International Planner Sentiment Report is now available to download here.
About The Business of Events
The Business of Events is an independent Think Tank and Advocacy Network run by brand communications agency Davies Tanner.
To register your interest in policy, report ideas, or editorial and partnership opportunities please visit The Business of Events website here.
