A new report by The Business of Events has revealed growing differences between what event planners consider important on either side of the Atlantic. The 2025 International Planner Sentiment Report, released on 25 June, shows North American planners are placing less emphasis on sustainability and diversity issues. Meanwhile, their counterparts in the UK and Europe are moving in the opposite direction.
The Business of Events published the research, sponsored by Tourism Ireland. It surveyed corporate, association, agency and incentive planners across three regions.
North American respondents rated sustainability and social impact two points lower than in 2024. They also scored equity and diversity one point lower, along with cultural identity.
UK and European planners bucked this trend. They rated equity and diversity one point higher than last year. This created a four-point gap between the regions.
Cost and value for money topped the agenda for European planners. They rated it at 10 out of 10, up one point from 2024. UK planners showed similar concerns about budgets.
The shift likely reflects economic pressures hitting the events industry. Inflation and uncertainty are squeezing budgets across the supply chain.
Other factors remained stable across all regions. These included accessibility, destination branding, food and hospitality, and safety and security.
Mike Fletcher, director of news and content at The Business of Events, said: “While most sentiment indicators have remained stable, the 2025 data highlights emerging regional divergences – especially in North America – which may indicate broader cultural and economic shifts.”
The report forms part of a wider research programme. This includes quarterly economic tracking and destination analysis. All reports are free to download.
The findings will be shared with VisitBritain, the Department for Culture, Media & Sport, and parliamentary groups. Trade associations and other stakeholders will also receive the data.
Tourism Ireland partners and media representatives previewed the report at an exclusive London event on Monday.
