Regional Priorities Diverging among Global Event Professionals

The Business of Events recently published its 2025 International Planner Sentiment Report, revealing a marked divergence in event planner priorities across global markets.

The findings (sponsored by Tourism Ireland and released to coincide with the opening of The Meetings Show) reveal shifting regional attitudes — particularly among North American planners — shaped by changing economic, cultural and political landscapes.

As the importance of factors like sustainability and social impact, and equity and 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.

Key report findings include a two-point decline in the importance placed on sustainability and social impact among North American respondents compared to 2024. Equity and 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 and diversity one point higher than last year, creating a four-point transatlantic gap in sentiment — possibly reflecting shifting cultural expectations.

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, the director of news and content at The Business of Events, says, “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.”

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. The full 2025 International Planner Sentiment Report is available to download here.