Events are not disappearing; only how they are designed, delivered, and evaluated is changing. Lyyti’s new Event Trends 2026 report shows the industry moving away from scale and habit toward focus, timing, and measurable impact.
Drawing on survey insights from event professionals and aggregated event data, the report highlights five trends poised to define successful events in 2026.
The first trend is a decisive shift towards smaller, more targeted events, especially in B2B. In 2025, more than 92 per cent of events had fewer than 100 participants, confirming that intimate formats are no longer niche but the norm. Rather than trying to appeal to broad audiences, organisers are deliberately narrowing their scope to create deeper engagement and clearer outcomes.
“Focus has become a competitive advantage. We see organisations doing fewer events, but investing much more in relevance and quality. When audiences are selective, being clear about who the event is for matters more than ever,” says Petri Hollmén, founder and CEO of Lyyti.
The second trend signals the end of the live-versus-online debate. Instead of choosing formats based on trends or tradition, organisers are matching formats to purpose. Live events remain critical for relationship-building and trust, online events are valued for reach and efficiency, and hybrid formats play a strategic role when flexibility and accessibility are key. The most effective event strategies now combine formats, each with a clearly defined role.
Timing is the third major trend and an increasingly important differentiator. As the total number of events continues to grow, the timing of an event can be just as important as what it offers. Lyyti’s data shows clear patterns: midweek events continue to dominate, but competition is fiercest in traditional time slots. Well-timed events align with audience readiness rather than habit.
In 2025, online events performed particularly well in months such as October, with average participation far exceeding that in other periods. By contrast, July proved consistently challenging across all formats, with sharply lower attendance per event. “After-work” events are also gaining momentum, with events starting at 5–7 p.m. seeing the strongest growth year-on-year. The data suggests that organisers who actively question default scheduling patterns, rather than following them, are better positioned to capture attention in crowded calendars.
“Timing is no longer a detail, it’s a decision. In 2026, organisers who understand when their audience is actually willing to show up, and dare to challenge default schedules, will have a clear advantage,” Petri Hollmén explains.
How is success measured?
The fourth trend is a shift in how success is measured. Registration numbers alone are losing relevance, replaced by participation, attendance rates and engagement as the key KPIs. Despite millions of registrations, the data reveals a gap between intent and actual attendance, highlighting the importance of communication, reminders and follow-up to turn registrations into real participation.
The fifth trend sees event technology becoming essential infrastructure rather than a supporting tool. As events account for a significant share of marketing and sales budgets, leadership expects proof of impact. Platforms that connect registrations, communication, participation data and CRM systems are enabling organisers to move events from cost centres to measurable growth engines.
“In 2026, importance without proof will no longer be enough. The organisations that succeed will be those that can clearly show how events contribute to relationships, revenue, and long-term value,” says Petri Hollmén.
Together, the five trends point to a more mature event industry, one that values intention over tradition and quality over noise. For organisers, the message is clear: events that respect people’s time, earn their attention, and prove their impact are the ones that will succeed in 2026.
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