The events and experiential marketing sector continues its remarkable growth trajectory, with industry forecasts projecting a market value of £1.3 trillion by 2025. This surge reflects a fundamental shift in how brands connect with audiences, as technological innovation and immersive experiences reshape traditional marketing approaches.
Technological Evolution Drives Industry Growth
Recent analysis from industry experts indicates a 9.7% year-over-year growth from 2024 to 2025, highlighting the sector’s robust expansion. This growth is particularly evident in the adoption of artificial intelligence and extended reality (XR) technologies, with 70% of event planners now utilising AI tools for personalisation and logistics management.
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The Philadelphia Museum of Art will host a prime example of this evolution at the upcoming Rethink Conference in July 2025. The event, featuring renowned speakers Duncan Wardle and Julius Solaris, aims to challenge conventional approaches to experiential marketing whilst showcasing emerging technologies that drive measurable business outcomes.
Hybrid Solutions Define Future Strategy
The industry’s adaptation to changing market demands is reflected in current revenue streams, with research showing 60% of event revenue generated from in-person gatherings, 35% from virtual events and 5% from hybrid formats. This multi-channel approach has become increasingly important as organisations seek to maximise reach whilst maintaining meaningful engagement.
Professional development and networking opportunities remain central to the industry’s value proposition. The focus on strategic storytelling, omnichannel marketing and event measurement demonstrates the sector’s commitment to delivering quantifiable results for brands and marketers alike.
Investment Trends Signal Confidence
Financial indicators point to growing confidence in experiential marketing, with studies revealing that companies now allocate between 10-30% of their overall marketing budgets to experiential initiatives. This increased investment reflects the proven effectiveness of experiential marketing in building brand awareness and driving consumer engagement.
The virtual events segment alone is projected to reach £186 billion in 2025, up from £152 billion in 2024, indicating substantial opportunities in digital engagement strategies. This growth aligns with broader industry trends showing that 74% of event marketers anticipate budget increases for the coming year.
Future Outlook
Looking ahead, the sector shows no signs of slowing, with projections suggesting continued expansion to £1.65 trillion by 2032. This trajectory is supported by increasing demand for immersive brand experiences and the integration of advanced technologies.
As the industry evolves, success will likely depend on organisations’ ability to blend traditional event elements with innovative technological solutions, creating engaging experiences that resonate with modern audiences whilst delivering measurable business results.
