2026年亚洲活动行业报告

Event IndustryReport 2026 Asia Edition Table of Contents Speed Read Survey Methodology Event Industry Landscape Planning and ManagementSpending on EventsTechnology Speed Read The events industry has beenin a strong growth cycle overthe past few years, with boththe total number of events and event programme budgets Event success is being judgedfirst on driving attendanceand controlling costs,ahead ofrevenue, satisfaction, and brand goals. Speed Read Organisations are ready tospend more on event techvendors that offer strongcustomer support and They also value solutions that areintuitive and easy for teams to adopt Sustainability and accessibilityare now key competitivedifferentiators.Attendeeexpectations and market pressure are Executive Foreword Dear readers, From a 2026 vantage point, the eventsindustry across Asia stands at an importantinflection point. The data in this year’sEvent Industry Report 2026 – Asia Editionconfirms what many of us have felt on theground: after the disruptions of earlier years,events have been on a strong, sustained Will KatariaSenior Director, Country Head – Cvent Singapore expect to increase both their event counts and their budgetsthis year, even as the proportion anticipating cuts has edged up One of the clearest messages in this report is how success is being defined.When we asked event professionals in Asia what matters most, they put drivingattendance and controlling costs at the top of the list, ahead of revenue,satisfaction, and brand outcomes. In other words, the first questions are still that professional development and networking are the primary reasons peopleattend B2B conferences in Asia – strong signals that expectations around This report also shines a light on the top challenges shaping programmedesign. Event data and information security has emerged as the number oneconcern, reflecting the sheer volume of sensitive attendee data now flowingthrough registration systems, event apps, and engagement tools. Close behindare event technology challenges, securing sponsorship, and managing rising Unsurprisingly, these realities are reshaping what buyers expect from theirevent technology partners. Across the region, organisations say they are readyto invest more in event tech, but not at any cost. They are explicitly willing topay a premium for platforms that are dependable, well supported, and easy forteams to use in high stakes, live environments. At the same time, the appetite Just as importantly, sustainability and accessibility have moved firmly into themainstream. Most respondents now work to explicit sustainability targets, arewilling to track the carbon footprint of their events, and report making their programmes more accessible through both physical design and digital inclusion.These are no longer side initiatives; they are becoming key differentiators in how Throughout this report, you will see these themes play out in detail—from howevent professionals across Asia are calibrating event volume and format mix, tohow they are reallocating budgets, rethinking success metrics, and re imaginingwhat technology, AI, sustainability, and accessibility should look like in their Best regards,Will Kataria Survey Methodology Cvent commissioned an independent market research consultancy, Censuswide*, to conductthe survey for this report. The research was conducted between 20 October 2025 and 04November 2025, with 206 senior event planners, marketers, and other decision-makers (aged25+) from Malaysia, Hong Kong, Singapore, Japan, South Korea, Thailand, Vietnam, China, *Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles. Planning andManagement Event professionals havean increasingly optimistic of event professionals have plans toINCREASE THEIR TOTALVOLUMEOF EVENTS While 23% of respondents expect event volume to decrease this year, it is still well below the31% from 2023, indicating some caution but overall confidence. Event planners areplanning to grow theirtotal volume of events TYPE (IN-PERSON, HYBRID, VIRTUAL,WEBINARS) THROUGHOUT 2026. Top Factors Governing Events emerged as the biggest challenge in event management, highlighting the urgent needfor stronger data protection and trust‑building measures across events.Alongside security, event tech challenges and difficulty securing sponsorship also rank Challenges with Hosting Technical failures Insufficient audienceengagement Security failures Lack of a broader contentstrategy that incorporates Unclear goals and objectives Little to no follow-up Unsuitable virtual eventplatforms DEALING WITH TECHNICAL FAILURESPlanners cited as the biggest challenge with hosting virtual events. Reliabletechnologyis now table stakes for virtual events: when platforms crash, lag, or glitch,they immediately derail engagement, damage attendee trust, and undermine ROI. Top reasons for attending aB2B Conference in Asia PROFESSIONAL DEVELOPM