One size of event is growing the fastest - and here’s why
By
Gravitize
·
1 minute read
There will be 1.02 million conferences and meetings held in the UK in 2026. That's the highest it's been since the pandemic, and represents a 5% growth over the last three years. While the whole sector is growing, mid-size conferences are emerging as the fastest growing, with events for 100-250 attendees accounting for 35.8% of all bookings in 2024 (Corporate Event News).
We're going to show why the medium-sized event has become the most popular and strategically effective choice for organisers. It tells us something important about how audiences want to gather, and how planners are rethinking event design.
So why this shift?
The medium-sized event offers a great balance of intimacy and impact. A room of 150 people feels energetic but not overwhelming. It still gives delegates the chance to speak up, ask questions, and interact with speakers during the day. The audience is invited to be an active part of the conversation, leveraging the unique value of in person experiences.
Return on investment is another driver. UKCAMS 2023 data shows average delegate spend was around £110, which is a figure that makes medium-sized events manageable without stripping quality. With budgets under pressure, planners are finding that this scale allows resources to go further. More can be invested in hospitality, speaker programmes, and delivering better production values rather than simply covering the costs of filling a huge hall.
Event psychology studies show that poor AV can cut recall rates by as much as 30%
Production quality at this scale really counts. Professional sound, lighting, and stage design can feel impressive and polished without the logistical challenges of an arena. Well-executed technical delivery boosts credibility, audience trust, and message retention. At 100–250 attendees, it is possible to deliver a high-quality experience that feels personal yet professional.
Venue choice also plays a role. In cities like London, the choice of venue within this range is vast, from ballrooms to cultural spaces. This flexibility also allows organisers to select a venue that aligns with the brand, event themes or the cause it represents.
Medium-sized events have become the strategic choice for organisations that desire engagement, efficiency, and impact. We’ve seen this first-hand in our work producing events like the CCLA Investment Annual Lecture, where this scale of design and high-quality production ensured both impact in the room and credibility on stage.
If your organisation is planning to engage stakeholders, raise funds, or build confidence, we'd love to share how Gravitize can help.