Why Business Events Provide Trusted Content, Commerce, and Community

The emergence of AI and rise of misinformation online has resulted in less trust of online sources and resources. Consequently, face-to-face events are becoming the most trusted source of information. People believe what they can see, hear and can question in real time. 

One big indicator is that Private Equity has jumped on the bandwagon, with new players spending billions of dollars for some of the largest trade show companies in the United States and the UK: CloserStill Media, Emerald Events & Exhibitions, Questex Events, and Hyve Group. 

As one of the largest nationwide providers for onsite event technology and solutions, SmartSource has seen the uptick in events. In fact, the EIC 2026 Global Economic Significance of Business Events report released last month from the Events Industry Council (EIC) highlights their importance and measured results in over 180 countries. Including direct, indirect, and induced impacts, the business events sector supports US$3.1 trillion in total business sales, $1.8 trillion in total GDP and 24.2 million jobs worldwide. 

To put it into perspective, if it were a country, the $1.8 trillion in GDP generated by global business events would rank the sector as the world’s 16th-largest economy. 

HOW IS THE WORLD SPENDING ON GLOBAL EVENTS?

With $488 billion in direct spending, North America has the most economic activity, followed by Asia Pacific at $353 billion, and Europe at $328 billion. 

According to survey respondents, “The value of face-to-face engagement remains difficult to replace. Seventy percent identified relationship-building through face-to-face interaction as the event outcome most difficult to replicate, while an additional 12% cited community, trust, and emotional engagement. Respondents also reported that participation in in-person events increased awareness by an average of 37%.” 

What does that mean for the rest of 2026? Providing commerce, value, and community at in-person events is more important than ever. This dovetails with Maritz, a respected events and association management company that released a new trends report last month. Its focus is on how visitors want to attend and engage when at live business events.  

WHAT ARE THE ONGOING TRENDS FOR GLOBAL EVENTS?

1. Multigenerational Event Design – with at least four generations coming to events these days, the one-size-fits-all design (basic ballroom audio/visual for general sessions, projector and screen for break out rooms) is no longer an option. Clear signage, lounges, interactive registration areas, and more drive engagement. Visitors want to experience being a part of a community. They don’t want to solely watch panel discussions and PowerPoint presentations. 
2. Hospitality and Moments of Magic – the Wow Factor is real. With LED screens available in all shapes and sizes, and programming for the equipment becoming easier and easier, there are no barriers to what may be done to immerse and engage event goers. The only limitation is imagination. 
3. AI + Human-First Experience Design –As we know, AI is a tool to strategically use for enhancing touchpoints. Organizers can creatively enhance special event areas, stages, and educational session rooms into something more than a boring ballroom or trade show floor. Audio visual components ‘set the stage’ using lights, branding, polling, enhance conversation pods and fireside chats, and make poster sessions at medical meetings pop.  
4. Event Data, Measurement & ROI – Effective measurement starts with clear objectives and maps directly to attendee behavior and impact on business. Interactive kiosks set up around the show floor or in common areas help organizers and planners gain insights into industry trends, honestly review sessions, and more.  

The emotional impact of creating meaningful experiences should not be underestimated. The most successful events are often the ones that make people feel connected, inspired, and engaged. While attendees may not always notice the technology powering those moments, the right solutions can help bring ideas to life, support meaningful interactions, and create experiences that leave a lasting impression.