Se espera que la cuota de mercado global de la industria de eventos crezca de 958,54 mil millones de dólares en 2021 a 1,965,99 mil millones de dólares en 2028. Se estima que el tamaño del mercado de la industria de eventos crecerá a una tasa compuesta anual del 11,1% de 2022 a 2028.
Los eventos son reuniones públicas del público en general en un momento y lugar específicos. El objetivo de organizar un evento puede ser cualquier cosa, desde aumentar la rentabilidad corporativa hasta celebrar, entretener y apoyar las preocupaciones de la comunidad. Entre los eventos más populares se encuentran conferencias y exposiciones, eventos y seminarios empresariales, marketing y recaudación de fondos, actuaciones musicales y artísticas, deportes, festivales, exposiciones comerciales y lanzamientos de productos. Las organizaciones corporativas, las organizaciones públicas y las asociaciones son partes interesadas clave en el mercado de la industria de eventos.
Los patrocinadores se consideran la columna vertebral de la industria de eventos, ya que son la fuente inicial de dinero para realizar eventos. Con el creciente número de patrocinadores en todo el mundo, el tamaño del mercado global de la industria de eventos se está expandiendo sustancialmente. Las grandes empresas organizan múltiples eventos cada año según su calendario, y su calendario de eventos anual tiene una estimación grande. Las casas corporativas contribuyen significativamente al crecimiento del mercado al permitir que las empresas de eventos organicen eventos para ellos.
Mercado de la industria de eventos: ideas estratégicas
Impacto de la pandemia de COVID-19 en el mercado de la industria de eventos
El bloqueo global debido a la pandemia de COVID-19 provocó una modesta desaceleración en el crecimiento del mercado de la industria de eventos en 2020. Con la enorme cantidad de personas que trabajan desde casa y pasan más tiempo en línea, día y noche, La pandemia ha acelerado el cambio hacia lo digital. La creciente demanda de recursos digitales está poniendo a prueba los sistemas de muchas organizaciones de software y plataformas, inhibiendo su capacidad para ofrecer servicios con calidad y confiabilidad. Desde el inicio del brote, la popularidad de los eventos virtuales ha aumentado, impulsada por la creciente demanda de soluciones de movilidad por parte de una variedad de partes interesadas clave, incluidas asociaciones, organizadores de reuniones profesionales, ejecutivos de empresas, gerentes de marketing, gestión de productos y recursos humanos. y más. Sin embargo, la pandemia afectó negativamente el crecimiento del mercado de la industria de eventos debido a la cancelación de varios eventos deportivos, exposiciones, festivales destacados, conciertos, bodas y otros para frenar la propagación del virus COVID-19.
Virtual Los acontecimientos han existido desde mucho tiempo antes del COVID-19 y continuarán de la misma manera. Sin embargo, la popularidad de los eventos virtuales ha aumentado durante la pandemia. Muchas industrias que prosperaban antes de la pandemia se han enfrentado a importantes pérdidas de ingresos y se han contraído en términos de crecimiento de su mercado. Varias empresas de múltiples industrias ya se han declarado en quiebra o se han visto obligadas a despedir a una parte importante de su personal.
Naturalmente, una de las más afectadas por la pandemia fue la industria de eventos. Debido a esta situación de bloqueo, los proveedores de software para eventos virtuales enfrentan una demanda creciente en todo el mundo. Por lo tanto, aunque en 2020 el mercado global de la industria de eventos se desplomó inicialmente debido al impacto adverso de la pandemia y las regulaciones relacionadas, se recuperó notablemente con el aumento en la adopción de eventos virtuales e híbridos a nivel mundial.
Lucrativo Regiones para el mercado de la industria de eventos
Perspectiva del mercado
Rápido aumento del patrocinio de eventos
Durante En los últimos 50 años, la relevancia y popularidad de los deportes han dado lugar a un nuevo negocio, la industria del deporte. Gran parte del éxito de los deportes de fantasía se debe a una gestión eficaz de las relaciones con los clientes (CRM). La lealtad y retención de clientes aumentan si un proveedor puede brindar información rápida, precisa e informativa a sus clientes. Las organizaciones deportivas profesionales no pueden funcionar con éxito sin los fondos obtenidos de las operaciones comerciales, los grandes eventos deportivos se han convertido en un componente esencial de los negocios globales y el patrocinio deportivo se ha ampliado. Las organizaciones deportivas dependen de la venta de derechos de transmisión por televisión, dinero de patrocinio y venta de entradas para organizar eventos deportivos.
Los deportes se han comercializado más, generando más promoción y patrocinio. Las empresas que participan en programas de patrocinio obtienen reconocimiento por sus marcas y amplían su presencia. Por otro lado, las empresas patrocinadoras obtienen ventajas tanto concretas como intangibles, como una mayor exposición de la marca y la presentación de una imagen favorable de la empresa a las partes interesadas.
Las empresas pueden beneficiarse del patrocinio al aumentar el conocimiento de sus productos y servicios. entre los consumidores, utilizando publicidad moderna y diferenciando sus marcas de las demás. El patrocinio deportivo es una estrategia de marketing inteligente y diversa que ofrece a las organizaciones muchas posibilidades. Los patrocinios permiten a las empresas interactuar con clientes internacionales más allá de las fronteras nacionales y utilizan estos programas para lograr diversos objetivos corporativos e iniciativas de marketing.
Información sobre el segmento del tipo de evento
Análisis del mercado de la industria de eventos por evento Por tipo, el mercado de la industria de eventos se segmenta en virtual, híbrido y físico. El evento híbrido es el segmento de más rápido crecimiento durante el período de pronóstico debido a que los eventos híbridos pueden adoptar varias formas, según el estilo del evento y el grupo demográfico objetivo.
Mercado de la industria de eventos, por tipo de evento (% de participación)
Información sobre el segmento de fuentes de ingresos
Análisis del mercado de la industria de eventos por fuente de ingresos, el mercado se segmenta en venta de entradas, patrocinio y otros. La fuente de ingresos del patrocinio es el segmento de más rápido crecimiento debido a las oportunidades ilimitadas que encuentran los organizadores para ampliar su ventaja competitiva. Además, patrocinar un evento aumenta el alcance entre compradores y clientes potenciales, lo que impulsa las ventas.
Información sobre el segmento del organizador
Según el organizador, el mercado se segmenta en corporativo, deportivo, educativo y de entretenimiento. , y otros. El segmento de entretenimiento tiene la mayor participación de mercado y está a cargo de seleccionar sitios, contratar servicios de catering, entretenimiento y otros proveedores para garantizar que estos eventos se desarrollen con éxito.
Información sobre el segmento del tipo de aplicación
< p>Según el tipo de aplicación, el mercado de la industria de eventos se segmenta en B2B y B2C. B2B es el segmento de más rápido crecimiento debido a que los eventos B2B brindan una atmósfera única y exclusiva para reunir a una gran cantidad de tomadores de decisiones en un solo lugar.Información sobre el segmento de tipo de tamaño de empresa
Según el tamaño de la empresa, el mercado de la industria de eventos se segmenta en pequeñas y medianas empresas y grandes empresas. Las pequeñas y medianas empresas son el segmento de más rápido crecimiento debido a que las PYME necesitan apoyo continuo de los gobiernos de los respectivos países para alcanzar su máximo potencial. Al mismo tiempo, necesitan trabajar en sus procesos, estructuras y prácticas internas para lograr el crecimiento previsto del mercado.
Información sobre el segmento de tipo
Según el tipo, el mercado de la industria de eventos es segmentados en conciertos de música, festivales, deportes, exposiciones y conferencias, eventos y seminarios corporativos, entre otros. El tipo corporativo y de seminarios es el segmento de rápido crecimiento debido al aumento en el número de empresas corporativas junto con los frecuentes seminarios y eventos que llevan a cabo.
Los actores del mercado se centran en innovaciones y desarrollos de nuevos productos mediante la integración de tecnologías avanzadas. tecnologías y características para competir con los competidores. En 2022, ATPI ampliará su alcance global al agregar 13 nuevas ubicaciones de servicio en áreas privilegiadas para el desarrollo de su red.
Mercado de la industria de eventos: Perfiles de la empresa
- Acceso a servicios de destino
- Anschutz Entertainment Group
- ATPI Ltd.
- BCD Meetings & Evento
- Cvent Inc.
- Entretenido Asia
- Live Nation Worldwide, Inc.
- Pollstar
- Eventos en Riviera
- StubHub.
Report Coverage
Revenue forecast, Company Analysis, Industry landscape, Growth factors, and Trends
Segment Covered
This text is related
to segments covered.
Regional Scope
North America, Europe, Asia Pacific, Middle East & Africa, South & Central America
Country Scope
This text is related
to country scope.
Frequently Asked Questions
Sponsors are considered the backbone of the event industry since they are the initial source of money to conduct events. With the rising number of sponsors worldwide, the global events market is expanding substantially. Big corporate houses host multiple events every year according to their calendar, and their annual event calendar has a large estimation. Corporate houses contribute significantly to the market's growth by allowing event companies to arrange events for them.
With the advent of virtual events, planners have expanded their reach and scaled their events to a larger audience. Live translation as part of an event package may give virtual and physical event venues a competitive advantage. Businesses will also be able to collaborate with event planners in places they would not ordinarily go. For instance, Hopin, an event technology platform, has partnered with Interprefy to provide real-time language interpretation straight within their live feeds. QR codes look well on tangible marketing materials, such as event posters, speaker business cards, and postcards for event ticket leads. To close the purchase, they will need a solid landing page; thus, event planners will have to rely on this technology even more than before.
North America dominated the Events Market in 2021.
The APAC area, on the other hand, is expected to develop at the quickest rate throughout the projection period.
According to EventMB's 2021 report, 71% of event planners stated that they would continue to use a digital strategy even after live events return. A Bizzabo study states that 97% of respondents anticipate seeing more hybrid events in the future. Hybrid events combine the reach and flexibility of a virtual event with the intimacy and engagement of an in-person event. Canapii is a hybrid events platform, deployed in mid-2020, which makes it easier to create and arrange hybrid events. Event Tech Live is an example of an event mostly focused on virtual access but includes two live stages. Others, such as the World Travel & Tourism Council's Global Summit in April 2021, are mostly in-person, with information available online. For the next year or two, the hybrid event landscape will most certainly contain a variety of in-person and virtual options.
Access Destination Services; Anschutz Entertainment Group; ATPI Ltd.; BCD Meetings & Events; Cvent Inc.; Entertaining Asia; Live Nation Worldwide, Inc.; Pollstar; Riviera Events; and StubHub are the leading companies in the events market).
The List of Companies - Events Market
- Access Destination Services
- Anschutz Entertainment Group
- ATPI Ltd.
- BCD Meetings & Events
- Cvent Inc.
- Entertaining Asia
- Live Nation Worldwide, Inc.
- Pollstar
- Riviera Events
- StubHub
The Insight Partners performs research in 4 major stages: Data Collection & Secondary Research, Primary Research, Data Analysis and Data Triangulation & Final Review.
- Data Collection and Secondary Research:
As a market research and consulting firm operating from a decade, we have published and advised several client across the globe. First step for any study will start with an assessment of currently available data and insights from existing reports. Further, historical and current market information is collected from Investor Presentations, Annual Reports, SEC Filings, etc., and other information related to company’s performance and market positioning are gathered from Paid Databases (Factiva, Hoovers, and Reuters) and various other publications available in public domain.
Several associations trade associates, technical forums, institutes, societies and organization are accessed to gain technical as well as market related insights through their publications such as research papers, blogs and press releases related to the studies are referred to get cues about the market. Further, white papers, journals, magazines, and other news articles published in last 3 years are scrutinized and analyzed to understand the current market trends.
- Primary Research:
The primarily interview analysis comprise of data obtained from industry participants interview and answers to survey questions gathered by in-house primary team.
For primary research, interviews are conducted with industry experts/CEOs/Marketing Managers/VPs/Subject Matter Experts from both demand and supply side to get a 360-degree view of the market. The primary team conducts several interviews based on the complexity of the markets to understand the various market trends and dynamics which makes research more credible and precise.
A typical research interview fulfils the following functions:
- Provides first-hand information on the market size, market trends, growth trends, competitive landscape, and outlook
- Validates and strengthens in-house secondary research findings
- Develops the analysis team’s expertise and market understanding
Primary research involves email interactions and telephone interviews for each market, category, segment, and sub-segment across geographies. The participants who typically take part in such a process include, but are not limited to:
- Industry participants: VPs, business development managers, market intelligence managers and national sales managers
- Outside experts: Valuation experts, research analysts and key opinion leaders specializing in the electronics and semiconductor industry.
Below is the breakup of our primary respondents by company, designation, and region:
Once we receive the confirmation from primary research sources or primary respondents, we finalize the base year market estimation and forecast the data as per the macroeconomic and microeconomic factors assessed during data collection.
- Data Analysis:
Once data is validated through both secondary as well as primary respondents, we finalize the market estimations by hypothesis formulation and factor analysis at regional and country level.
- Macro-Economic Factor Analysis:
We analyse macroeconomic indicators such the gross domestic product (GDP), increase in the demand for goods and services across industries, technological advancement, regional economic growth, governmental policies, the influence of COVID-19, PEST analysis, and other aspects. This analysis aids in setting benchmarks for various nations/regions and approximating market splits. Additionally, the general trend of the aforementioned components aid in determining the market's development possibilities.
- Country Level Data:
Various factors that are especially aligned to the country are taken into account to determine the market size for a certain area and country, including the presence of vendors, such as headquarters and offices, the country's GDP, demand patterns, and industry growth. To comprehend the market dynamics for the nation, a number of growth variables, inhibitors, application areas, and current market trends are researched. The aforementioned elements aid in determining the country's overall market's growth potential.
- Company Profile:
The “Table of Contents” is formulated by listing and analyzing more than 25 - 30 companies operating in the market ecosystem across geographies. However, we profile only 10 companies as a standard practice in our syndicate reports. These 10 companies comprise leading, emerging, and regional players. Nonetheless, our analysis is not restricted to the 10 listed companies, we also analyze other companies present in the market to develop a holistic view and understand the prevailing trends. The “Company Profiles” section in the report covers key facts, business description, products & services, financial information, SWOT analysis, and key developments. The financial information presented is extracted from the annual reports and official documents of the publicly listed companies. Upon collecting the information for the sections of respective companies, we verify them via various primary sources and then compile the data in respective company profiles. The company level information helps us in deriving the base number as well as in forecasting the market size.
- Developing Base Number:
Aggregation of sales statistics (2020-2022) and macro-economic factor, and other secondary and primary research insights are utilized to arrive at base number and related market shares for 2022. The data gaps are identified in this step and relevant market data is analyzed, collected from paid primary interviews or databases. On finalizing the base year market size, forecasts are developed on the basis of macro-economic, industry and market growth factors and company level analysis.
- Data Triangulation and Final Review:
The market findings and base year market size calculations are validated from supply as well as demand side. Demand side validations are based on macro-economic factor analysis and benchmarks for respective regions and countries. In case of supply side validations, revenues of major companies are estimated (in case not available) based on industry benchmark, approximate number of employees, product portfolio, and primary interviews revenues are gathered. Further revenue from target product/service segment is assessed to avoid overshooting of market statistics. In case of heavy deviations between supply and demand side values, all thes steps are repeated to achieve synchronization.
We follow an iterative model, wherein we share our research findings with Subject Matter Experts (SME’s) and Key Opinion Leaders (KOLs) until consensus view of the market is not formulated – this model negates any drastic deviation in the opinions of experts. Only validated and universally acceptable research findings are quoted in our reports.
We have important check points that we use to validate our research findings – which we call – data triangulation, where we validate the information, we generate from secondary sources with primary interviews and then we re-validate with our internal data bases and Subject matter experts. This comprehensive model enables us to deliver high quality, reliable data in shortest possible time.
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