By
·
2 minute read
The cost of delivering events is climbing, and budgets seem to feel tighter than ever before. Organisers are closely watched by senior leadership - expected to prove value, drive engagement and deliver better results with even less resource.
In this report, we explore what’s happening to budgets in the event industry, what's to come, and how we can best approach 2026.
What's happening now?
Budgets are tight. 69% of B2B event planners have seen their budgets remain flat or decrease in 2025 (source: Forrester Research). Research suggests that organisers across the sector struggle to secure the same level of budget year on year, let alone an increase to allow for inflation or for anticipated growth. Marketing teams face growing demands to demonstrate the return on investment (ROI) to senior leadership, as every spend from travel to catering is closely examined.
Costs are rising. Spend per delegate in the UK rose 31% across 2024 (source: The Business of Events). Venue hire, logistics, catering, AV and other essential services have increased, leaving organisers the challenge of delivering the same quality experience with tighter budgets. Expectations on planners to deliver higher engagement and measurable growth increases as costs rise.
Demand is growing. Quantity of conferences and meetings in the UK has grown 5% over 3 years (source: Great Potential Consultancy, UKEvents). Organisers are now delivering more events than ever, with the industry now back to pre-pandemic levels. With the growth in event volume, rising costs and tighter scrutiny from senior leadership, event professionals are under more pressure than ever before to deliver engaging and meaningful experiences.
What's to come?
Tighter budget management. As senior leadership keeps a close eye on investments, there will be an increase in open-book spending reviews across organisations. Trusted supplier relationships will become critical, with negotiations over flexible booking and an increase in package deals or ongoing collaboration. Performance metrics continue to remain under scrutiny as organisers seek to demonstrate value from spend.
More frequent, targeted events. As cost per head continues to rise, organisers will shift towards smaller, more targeted events held more often. The mid-size conference (100-250 attendees) will continue to overtake the sector, proving more feasible and engaging for a curated audience than large annual events. Delegates continue to champion experience over scale, with tailored programmes and networking opportunities.
Digital as a medium. Digital and media offering will grow within the company-wide event space, with in-person AGMs and Town Hall meetings being replaced by high quality live broadcasts. Reduced spend on logistics and venue hire will enable further investment in event technology, driving quality and engagement for a remote audience. Organisers will look to repurpose event content into podcasts, training videos and marketing assets to extract maximum value from event spend.
Approach into 2026
-
Define performance metrics that demonstrate engagement and value
-
Explore flexible terms or opportunities to secure better pricing with your suppliers
-
Consider how digital can increase engagement and reduce spend
The demand for events and experiences continues to grow in the UK. As organisers, we can feel the pressure to deliver amidst cost rises and within stricter budgets. But, as the single most effective marketing activity to drive engagement and community growth - events should remain at the table. Even as senior leaders are reluctant to increase the investment for events, event planners can harness the tools and relationships at their disposal, and to continue to offer effective and meaningful experiences for their community.
Have you experienced similar cuts and challenges this year in your event planning? Are there tools or methods you're using to keep delivering?
It would be great to hear about your own experiences, and discuss how we can support you with making the most from your event budget.
