Like everyone working in events, I worried in the early days of Covid about what the pandemic might mean for our industry. A sector built entirely on human connection was suddenly brought to a standstill.

Thankfully, what followed has been one of the most remarkable comebacks of any industry.

Exhibitions, conferences, awards and festivals are stronger and better than ever before, innovating, launching and growing. 

Attendance is rising, exhibitor confidence has returned, and investors are pouring billions into event businesses. Recent global deals involving CloserStill, Hyve, and Questex/Emerald show exactly why face‑to‑face is not only back, but becoming even more valuable.

If you want to know where the smart money is going, look at private equity. Events have become one of the most attractive categories for institutional investors: high‑margin, asset‑light, recurring revenue, and highly scalable.

Recent deals prove just how hot the market is:

CloserStill Media — £1.35 Billion Valuation - Searchlight Capital Partners joined Providence Equity Partners in a deal valuing CloserStill at £1.35B, one of the largest trade show transactions in history. Under Providence, CloserStill grew 5x, driven by new launches and strategic acquisitions.

Questex + Emerald — A $1.5 Billion Events Powerhouse - Apollo Global Management acquired both Emerald Holding and Questex, merging them into a 160‑event platform across North America. The Emerald deal alone valued the business at $1.5B.

Hyve Group — From $500M to $1.8B in Three Years - Hyve announced that private equity firm Hellman & Friedman is acquiring the company from Providence Equity Partners and Searchlight Capital Partners. The deal is thought to be worth $1.8B, up from $500M just three years ago.

Even the FIFA World Cup tells us a lot about the live event world, although expected to face challenges, and aside from the controversies surrounding FIFA and it’s leadership, no one can deny the experiential spectacle was superb and records broken (…lets skip the Final Half Time Show and Hydration breaks….).

Why Events Are Booming

• Global attendance at in‑person meetings is projected to reach 3.2 billion by 2024 a 15% increase from 2022.
• ROI from event spend exceeds 12x, making events one of the most effective commercial channels.
• The pandemic proved, painfully, that no amount of technology can replace a face‑to‑face meeting and nothing is going to change that.

In fact, in a world where interactions are increasingly automated or mediated by AI, the need for guaranteed human connection is only going to grow.

This is driving a new era of events: more interactive, more experiential, more shareable, and more human.

Where Events Are Heading

1. Experience‑First Events

Immersive activations, festival‑style formats, and experiential storytelling will dominate. Audiences want to feel something, not just attend. They want to share that with their communities as well. 

2. Full Event Ecosystems

Events are evolving into year‑round communities: membership models, micro‑events, digital communities, and continually accessible content.

3. Skills, Education & Workforce Development

With global skills shortages, in critical areas of our economy, events are becoming critical platforms for talent pipelines, apprenticeships, CPD and live training.

4. Mental Health & Wellbeing Integration

Society understands mental health better than ever. and no workforce is immune. Expect more wellbeing support, safe spaces, and signposting at events to help and support for workforces.

5. AI‑Powered Event Intelligence

We’re already seeing personalised agendas, predictive exhibitor ROI, and smart matchmaking. Expect AI to enhance logistics and engagement; not replace human connection.

6. Sustainability as Standard

While some sectors are pulling back, events will continue to innovate: circular materials, public transport incentives, renewable energy usage, and net‑zero commitments.

All of us who enjoy events, whether attending them or planning them, can rest assured they have a bright and I'd say infinite future. Events of all shapes and sizes have become one of the most resilient, valuable, and future‑proof assets for the industries they service, powered by human connection, strengthened by innovation.... so here is to making those connections in the years ahead, and with technology at our back, they will just keep getting better.