AIME opens in Melbourne as Cvent study shows events set to increase in 2025

The Asia Pacific Incentives and Meetings Event (AIME) has commenced at the Melbourne Convention and Exhibition Centre today with delegates from the domestic and international business events community arriving for the number-one trade show for the industry.

More than 600 exhibitors and 650 hosted buyers are expected to conduct over 20,000 meetings during AIME 2025.

Study shows events set to rise in 2025
At the same time, events software company Cvent has revealed that eight out of 10 (81%) of event professionals in Australia and New Zealand plan to increase their total volume of events in 2025, compared to 68% last year.

The Cvent Event Industry Report 2025 (Australia and New Zealand) reveals that event planners plan to increase their events across formats with a projected 57% increase in in-person events, followed by webinars at 56%, virtual events at 54%, and hybrid events at 45%.

While this shift in event format is promising, brand awareness has emerged as the top factor influencing planners while organising events. However, generating revenue from events remains the biggest challenge in event management.

The report reveals with 77% of event professionals plan to increase spending and 100% prioritise event expenditure. But revenue generation from events remains a significant hurdle despite a growing focus on making events sustainable and engaging attendees.

The report also underscores the willingness of organisations to invest in event technology, with 24% prioritising technology, 17% emphasising event promotions, and 16% focusing on content speakers.

Technology is rapidly transforming the events industry, with factors like brand reliability, reporting analytics, and pricing determining the choice of event tech. The report further highlights Australia’s high receptiveness to tech advancements, with 45% of organisations showing a strong willingness to adopt and try out new event tech solutions.

The report also underscores the increasing role of artificial intelligence, with 75% of organisations using it to plan, design, manage, and/or market their events. This digital transformation is not just a trend but a new frontier that event professionals can explore to create more engaging and impactful experiences.

The report also underscores the industry’s commitment to sustainability and accessibility with 80% of respondents claiming a sustainability target for their events this year and 64% willing to track event/attendee carbon footprint to become more sustainable.

Moreover, 71% of organisations implemented sustainable events last year. This commitment to sustainability is further complemented by the increasing focus on accessibility, with 68% of respondents claiming they have an accessibility target for their events this year. This collective responsibility and consideration are shaping the future of events positively.

Jack Ukil, Senior Director and Country Head of Cvent Australia, explained “as we look toward 2025, event professionals across Australia and New Zealand are demonstrating a strong commitment to expanding event volumes and embracing diverse formats, signalling a promising growth trajectory.

“This evolution is driven by innovation, sustainability, and an unrelenting focus on creating more immersive and impactful experiences. At the same time, we are seeing a heightened emphasis on accessibility, with organisations in this region recognising its critical importance and embedding it as a core standard for their events in the year ahead.”

Images: Delegates at AIME (top) and participants at the Hong Kong Tourism Wine and Dine Festival (below).