Last week, I had the privilege of attending the Skift Meetings Forum in New York City, a subset of the annual Skift Conference. As the leading news outlet for the travel industry, the Skift Conference brings together experts to explore the most pressing topics shaping the travel sector, while the Skift Meetings Forum zeroes in on those same issues impacting the events industry.
The word Skift, which fittingly means “shift” in Nordic, reflects the conference’s format of short, yet high-impact sessions. Keynote speakers get right to the heart of the issue, sharing insights (both good and bad) from the industry. The result is more than just educational, but also collaborative, with a community feel.
Living with Uncertainty (and Thriving Anyway)
In today’s unpredictable world, planners are being asked to navigate challenges that range from visa delays and rising costs to last-minute cancellations fueled by fear. The demand for resilience and flexibility has never been greater. By strengthening contracts, making thoughtful destination choices and approaching budgets with creativity, planners are proving that uncertainty doesn’t stop great events — it simply requires us to be more adaptable.
As leaders in event management, we must continue to be bold, foster genuine community and deliver lasting impact. Yet, we also face new realities: attendance is becoming harder to predict, as some travelers decline events based on a destination’s social or political climate.
At the same time, DEI commitments are under pressure in certain regions, where policies are being scaled back or removed — shifts that are influencing how organizations choose their partners and suppliers. These complexities make planning more difficult, but they also underscore the importance of listening, anticipating and evolving with our audiences.
AI: A Useful Tool, Not a Replacement
Artificial intelligence (AI) is reshaping how planners approach their work, from easing administrative tasks to providing faster analysis and even supporting marketing efforts. These efficiencies give planners more time to focus on what truly matters: creativity, vision and human connection. But while AI is valuable, it can never replace the power of face-to-face experiences.
As AI becomes more commonplace, the challenge will be finding ways to keep its use distinctive and purposeful. Ensuring events maintain an authentic voice will be critical — because technology can support, but it cannot replicate, the human energy that makes live events meaningful.
Connection Over Everything
Attendees don’t travel for PowerPoint slides that they could review online. They come to feel something — to share in an experience that resonates. Designing playful moments, creating opportunities for community and building space for genuine connection are what remind people why live events matter.
While it’s easier to invest in technology than in brand and experience design, the softer metrics of connection and engagement are just as essential. They are what drive full "Return on Events" and keep attendees coming back.
Go Local, Go Deep
Generic ballrooms no longer meet attendee expectations. Today’s audiences want to experience the soul of a city — whether it’s cooking with a local chef, listening to street musicians or gathering in venues that tell a story. These authentic, local touches are what people remember long after an event ends. Planners who make it their mission to create unexpected moments in unusual places elevate events from standard gatherings to memorable experiences.
Evolving Together
The events industry is undergoing rapid change, fueled by new business models, private investment and fresh leadership approaches. To keep pace, it’s essential to prioritize inclusivity, diversity and wellness at every level.
Gen Z already makes up 21% of attendees and is projected to represent two-thirds of the workforce by 2030. This generation is shaping new expectations: they want daytime activities that don’t revolve around alcohol, experiences that emphasize wellness and activations that are interactive, fun and community-driven — from pickleball and silent discos to pet-friendly spaces. They’re also less interested in late-night activities, valuing personal balance and wellbeing.
The encouraging news is that audiences are responding positively. Formats that are healthier, more playful and more focused on connection are resonating. The future of events is bright and it’s becoming more creative, intentional and human.
What stood out most to me at Skift Meetings Forum is that while our industry faces real challenges, we are also embracing innovation and reimagining what events can be. By leaning into adaptability, harnessing technology wisely, fostering authentic connections, celebrating local culture and evolving alongside new generations of attendees, we’re not just responding to change; we’re shaping the future of events.
