The moment Alexandra Iannarelli and Maciej Ledzion from the 27Names event agency stepped on the BEA World Festival’s stage, silence permeated the event hall. The provocative title “What Clients Think but Rarely Say” promised a lot, and the two presenters lived up to the expectations.
Even though this was not the debut of the European Experience Index, as its pilot unveiling took place in September at Conventa Crossover in Ljubljana, the presentation had a profound impact in Rome. The old Roman proverb “veritas odit moras” proved to be spot on. Indeed, the truth about the industry finally emerged, and, judging by the lively debates among attendees, hit a soft spot. EEX 2025, as the project has been christened, bypassed the logic of unwritten rules and silent diplomacy. This time, the content did not remain within the hall. On the contrary, it prompted a series of questions that our industry had left aside for some time. We hope this time, the debate will prompt much-needed shifts and leave a positive impact on the future of our industry.
The European Experience Index 2025, designed by the 27Names network in partnership with research platform NewtonX, is a historical document in the true sense of the word, not because it divulges hitherto unseen novelties, but because it combined the voices of clients and agencies into a unified European overview.
The European events industry now has its first introspective X-ray scan, showing not only the bones and muscles, but the cells we usually skip over at conferences when discussing the future. The European Experience Index 2025, designed by the 27Names network in partnership with research platform NewtonX, is a historical document in the true sense of the word, not because it divulges hitherto unseen novelties, but because it combined the voices of clients and agencies into a unified European overview. Sure, statistical purists would have preferred a larger sample, which would have provided more credibility. But you have to start somewhere. Above all, EEX 2025 does not conform to marketing stunts. It is not an easy read. It is not PR. But it is priceless; a mirror of the industry. Usually, the industry shrinks from seeing it, but this time, it could not. Instead, the unveiling sparked lively debates both in Ljubljana and Rome.
Europe is caught between ambitions and operative pragmatism
Europe is proud of its diversity, creativity and cultural complexity. Yet, it is this diversity that has hampered serious comparability for years. When they disclosed the findings in Rome, something happened not often seen in the industry: a wave of relief wafted through the hall, inciting nods of approval and looks of surprise. “Finally, someone dared to say what we all think aloud.”
Loading...
EEX 2025 presents five great revelations: five paradigms, myths and tensions that the European events industry has been experiencing. None of these is entirely new, but they have been put into context for the first time, with numbers and a holistic European framework. That is one of the reasons the research carries such weight insofar as the eurocentric European events industry smuggly imagines it is still the centre of the world. How long that will be is another question altogether.
Myth 1: KPIs or why we still trust our feelings more than data
KPIs are one of the grey areas of our industry. We fervently discuss them, as if discussing the holy grail, but practice shows a different image. EEX 2025 shows this without embellishment: even though 83% of clients claim KPIs are key, 70% of KPIs are still measured only through conversations, talks or impressions. We are thus perpetuating an illusion of measuring that often relies more on intuition than on a binding legislative framework.
The reasons are known. Clients often don’t have unified internal systems, and only define KPIs later. Too frequently, agencies treat them as negotiation rhetoric, not an obligatory operative framework. The result is predictable: KPIs become ping-pong, not a common tool for guiding projects. In this chaos, EEX introduces a simple but essential truth: KPIs must serve as a bridge. However, only if and when the client and agency form them together and take them seriously, do they become a compass that shows the direction and prevents strategic goals from getting lost in creative noise.
Myth 2: AI between hyperexpectations and reality
AI has become the magic word of the industry – the ultimate saviour and universal gauze. EEX 2025 rapidly debunks this harmful myth and reflects the true state of the European market. Clients expect almost biblical effects from AI: rapid production, lower costs, higher quality, fewer risks and a paradoxical elimination of issues caused by their own systems. In the meantime, agencies utilise AI where it causes the least harm: in creative and ideation phases. Once strategies, production and finances are addressed, the excitement quickly tails off.
The boldest words of the report are actually the most obvious: AI cuts time, but does not reduce value. As long as we charge by the hour, we will continue losing money. This is the “elephant in the room”.
The problem? AI is not a technology; AI is a stress test. It unveils how good (or poor) our internal processes, knowledge and commercial models are. Supposing we aspire to render AI a true tool, we have three tectonic shifts ahead: better knowledge management, a revamp of processes and redefining the way we evaluate work. The boldest words of the report are actually the most obvious: AI cuts time, but does not reduce value. As long as we charge by the hour, we will continue losing money. This is the “elephant in the room”.
Myth 3: Innovation today, team transformation tomorrow
The most overlooked yet strategically important part of the report reveals a significant shift: while clients today list constant innovation and managing volatility as the top priorities, the future shows a changed hierarchy. The importance of team transformation and work habits has spiked by 19%, clearly reflecting the industry’s trajectory. Personalisation is becoming the norm, purpose is becoming a necessity and team resilience is becoming essential infrastructure. If anything, the report shows what we most often overlook: the following five years will not be shaped by technology, but by people. Leading platforms are useful, but the true power of the events industry will stem from teams that can work better, more effectively and more thoughtfully.
Myth 4: Sustainability – the greatest European paradox
Sustainability is arguably the most ruthless section of the report, laying bare the European paradox most plainly. On a declarative level, sustainability is the holy grail, even if numbers from practice tell a different story: 56% of event agencies report that fewer than half of all clients even demand the minimum sustainability standards. In comparison, the number of those who actually finance sustainability is 30% lower than the number who write it down as RFP. The translation is brutally simple: Europe discusses sustainability, but does not finance it. The events industry is caught in a game of expectations, where clients aspire for “green(er)” but without added costs, and agencies cover the gap with their own profit margins. In this light, one of the report’s most visible innovations is the implementation of the Good-Better-Best model. This transparent, understandable and manageable sustainability framework allows us to make clear, informed choices, create tangible outcomes and maintain an overview of costs. Once the decision is made transparent, the responsibility falls on the client.
Myth 5: Creativity is a value, but reliability is decisive
This chapter of EEX 2025 is likely the most difficult for event agencies to embrace. For years, we have believed that ideas win projects, but the numbers tell a different story. Agencies believe that creative concepts (52%) reign supreme in final decision-making processes. Clients, conversely, claim that safety and reliability are most important, paired with risk management. Creativity, you ask? Has only an 18% impact. This does not mean creativity is negligible. It does, however, mean that the European reality has changed. The “Old Continent” rewards operational brilliance. Creativity comes later. The reason? European clients have historically favoured stability (status quo), predictability and minimising risks. Indeed, even the most phenomenal creative wow loses its shine when a half-hour waiting queue forms in front of the registration desks. Creativity is the virtue of catching attention. Reliability, though, is a virtue of trust. Our industry will survive only if it masters both.
Five tectonic shifts in the events industry
“It is the first ever industry report to offer a dual perspective… capturing insights from both agencies and clients.”
Transforming contradictions into growth
EEX 2025 outlines five clear shifts in the events industry. These are not revolutionary, but much needed. These changes require a few novel tools and more thoughtfulness. Hence, we need to evolve what we are already doing:
We need to change from organisers to consultants
Event agencies need to approach a client as early as the planning phase, when the goals, content, and logic of the event are being conceived. If we are late by a second, we are left with the logistics, production, and last-minute “cowboy” solutions – facets that don’t carry real meaning.
If we don’t create and define KPIs together, they are useless
KPIs must be arranged together from the first minute of the project, not at the last operational meeting, when everything is already decided, the budget spent, and measurement forgotten.
AI should drive value, not additional discounts
Even lower prices will not foster progress. Development happens when AI eliminates tedious, repetitive tasks, saving time, allowing organisers to focus on strategic thinking, concept development, and a deeper understanding of the client. AI must not be used as an excuse to reduce prices.
Sustainability must become a choice, not a burden
Transparent models, verifiable methodologies, measuring carbon footprint, and meeting standards will bring the industry what is absent: transparency and orderliness. That way, event organisers can know what they get, the costs, and the importance. Once opportunities are presented openly and understandably, the decision rests where it should: on the client.
Brave creativity rests on operative excellence
The European success model is clear: creativity attracts crowds, but operative excellence convinces clients. One without the other cannot bring success. If we desire constant, sustainable growth, we need an idea that thrills and execution that we can trust.
EEX 2025 is more than a report
Alongside the legendary annual Kongres Magazine Barometer, this is the second significant zeitgeist of the European post-pandemic reality. It is written without filters or diplomatic tricks. EEX 2025 is a document that not only inquires what we do, but also explains why and how we do it.
If we shatter this mirror, the industry will come to a standstill. If we finally pause and look into it, we will see a chance to grow and advance our industry.
You can explore and download the entire research at the following link.
About 27Names
27Names is the largest network of independent European event organisers. It connects experts from 27 countries and doubles as a curated platform for cooperation, knowledge exchange and developing common quality standards. It is neither a corporation nor a franchise, but a collective of agencies that combines best practice cases and creates a referential European framework. EEX 2025 is a clear testament to the network’s pledge to measure effects, remain credible and foster a pan-European outlook on the events industry.
Find out more about 27Names here: https://27names.com/.
