As Stress Awareness Month continues, it’s a timely moment to reflect on how the business events sector is responding to a growing and urgent shift. Here Chloe Turner, assistant association sales manager at ICC Wales, discusses how the demand for spaces and experiences that actively support delegate wellbeing continues to be on the rise as we witness the welcome wellness shift at events…
The conversation around wellness isn’t new but what has changed is the expectation. Increasingly, event organisers are prioritising mental health, nature, and work-life balance in their event design. The days of jam-packed agendas in windowless rooms are fading. In their place we’re seeing time being dedicated for forest walks and open-air networking.
At ICC Wales, we’ve seen this first-hand. Set amidst 20 acres of serene woodland, our conference centre offers a breathtaking natural backdrop that enhances every event. Our venue was designed with wellness in mind. But what was once a USP is fast becoming a baseline requirement for organisers across sectors.
From quiet rooms to netwalking: meeting evolving delegate needs
We continue to witness a noticeable increase in enquiries specifically requesting to take advantage of our:
- Quiet rooms and dedicated spaces – for prayer, reflection or sensory breaks – so delegates can take a moment for themselves whenever it’s needed
- Woodland walks – as part of curated wellness itinerary or just for a reset
- ‘Netwalking’ sessions – to network with a mindful twist or brainstorm and build relationships in a relaxed inspiring environment
- Woodland runs – to enjoy the natural surroundings on our guided route
- Ponder Pods – to decompress and calm the mind or focus on the key task in hand in one of our sanctuaries nestled in the Welsh woodland
These aren’t gimmicks. They’re strategic tools. They help delegates feel more present, more open to connection, and better able to absorb information. And crucially, they support neurodiversity and accessibility – key priorities for many organisers today.
The wellness shift at events is imperative
This demand is driven by a broader wellness shift. Delegates are now more vocal about needing downtime, natural light, and movement. Employers are more conscious of their duty of care. And event organisers are under pressure to deliver experiences that are not just productive, but sustainable for the people attending them.
The role of venues is changing as a result. It’s no longer just about square footage and Wi-Fi speed and connectivity – instead it’s about providing the conditions in which people can think clearly, collaborate meaningfully, and leave feeling better than when they arrived.
Wellness shouldn’t be a bolt-on or a sponsor activation – it needs to be embedded in the fabric of the venue and the philosophy of the event. Subsequently, and going forward, we’re anticipating greater integration of wellbeing practices into event programming and venue design. And we welcome it as ultimately, creating environments that support people – not just productivity – isn’t a luxury. It’s a responsibility.
