B2B Events Market Size, Share, Trends, Growth and Forecast 2034

B2B Events Industry Perspective:

The global B2B events market size was worth around USD 49.58 billion in 2024 and is predicted to grow to around USD 83.10 billion by 2034, with a compound annual growth rate (CAGR) of roughly 5.30% between 2025 and 2034.

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Key Insights:

• As per the analysis shared by our research analyst, the global B2B events market is estimated to grow annually at a CAGR of around 5.30% over the forecast period (2025-2034)
• In terms of revenue, the global B2B events market size was valued at around USD 49.58 billion in 2024 and is projected to reach USD 83.10 billion by 2034.
• The B2B events market is projected to grow at a significant rate due to business globalization.
• Based on the industry, the technology segment is growing at a high rate and will continue to dominate the global market as per industry projections.
• Based on the event type, the conferences segment is anticipated to command the largest market share.
• Based on region, North America is projected to dominate the global market during the forecast period.

B2B Events Market: Overview

Business-to-business (B2B) events are organized meetups that bring companies together under one roof to participate in the event. These meetups can be leveraged for several purposes, such as showcasing a product or a new launch, meeting with potential customers, networking, and generating sales, among other objectives. B2B events facilitate conversations and create opportunities for decision makers to enhance brand value by networking with relevant stakeholders. B2B events come in various types, including symposiums, workshops, conferences, and others, each with a specific agenda.

Furthermore, these events are also considered highly effective employee engagement tools, especially when the internal workforce is provided an opportunity to represent their company on a larger scale. B2B events have been held for decades. These meetups have evolved over the years, especially with the integration of technology to enhance the audience experience. Globalization is expected to remain a critical growth driver for the B2B event industry in the coming years.

Additionally, rising foreign investment opportunities in emerging markets may instill greater demand for business-to-business events during the forecast period. A major drawback for the industry may result in the form of high cost of investment, as well as regulatory hurdles faced by event organizers.

B2B Events Market: Growth Drivers

Business globalization is set to remain an influential player in the market

The global B2B events market will be led by the growing rate of business globalization recorded across the globe. It deals with the rising rate of integration of economies and countries worldwide. Business globalization is facilitated by the exchange of services, goods, information, technology, and human workforce across national borders.

Globalization in business results in improved revenue for organizations. It also delivers increased access to new market offerings to end-buyers. Companies across the globe are seeking new ways to expand their businesses domestically and internationally to ensure long-term survival. Business-to-business events play a crucial role in helping companies enter new markets and explore new avenues for growth. Such events provide new and existing companies with opportunities to access new markets, including their strengths, opportunities, and challenges.

Moreover, the events promote improved networking with potential customers, distributors, and other related partners. For instance, in February 2025, South Africa hosted the Business Engagement Group (B20) of the G20 under the theme Inclusive Growth and Prosperity through Global Cooperation. The event focused on discussions around infrastructure development, trade enhancement, food security, and sustainable energy transitions.

How will technology-specific business-to-business events remain critical growth drivers for the B2B events market players?

The ongoing advancements in the technology field have created more demand for B2B events centered around the exchange of information and solutions related to new-generation engineering marvels. For instance, since the proliferation of Artificial Intelligence (AI) as a revolutionary technology, several new B2B events have been hosted worldwide discussing several aspects of the breakthrough technology.

Furthermore, the latest science-related fields driving demand in the global B2B events market include growing conversations over cyber threats, rising expansion of Software-as-a-Service models, and robotics & automation with applications across industries.

B2B Events Market: Restraints

Will the high investments required to organize the events limit the B2B events market growth trends?

The global B2B events industry is expected to be restricted by the high cost of investment that such meetups demand. The expenses are often influenced by the scale at which the events are organized. For instance, larger events can include highly complex logistics, ensuring proper transport and accommodation, and other infrastructure essential for participating teams.

Furthermore, since the audience participating in B2B events is highly professional, including personnel from high-value companies, the cost of the meetup increases automatically. The average cost of an international scale B2B event may range between USD 1.1 million and USD 10 million or more.

B2B Events Market: Opportunities

Does increasing technology integration to enhance audience experience generate growth opportunities for B2B events industry?

The global B2B events market is expected to benefit from the growing integration of novel technologies in ensuring that the events run smoothly. It includes the use of next-generation engineering solutions such as Virtual Reality (VR) and Augmented Reality (AR) for delivering an engaging and immersive experience. These technologies are being used to provide realistic and interactive product tours, especially for items with complex designs. 

In addition to this, increasing use of event-specific digital applications to help participants navigate the event and network with other stakeholders will aid in improved revenue for the industry players. For instance, vFairs is a leading event lead capture application as it allows digital scanning of attendee badges, synchronizes leads with Customer Relationship Management (CRM) and Marketing Technology (MarTech) solutions, and adds notes. Additionally, the growing popularity of live streaming of B2B events, as well as hybrid event platforms, will help companies reach global audiences with minimal investment.

B2B Events Market: Challenges

Regulatory complexities and low conversion rates pose a challenge to market expansion trends

The global B2B events industry is expected to face challenges due to the complex regulatory environment surrounding the organization and hosting of such events. Growing geopolitical turmoil has complicated the process of obtaining approvals and hosting businesses from certain countries.

For instance, companies headquartered in Pakistan may face stricter guidelines in obtaining visas to attend B2B events in India due to growing political tensions between the two countries. Additionally, low conversion rates reported across major B2B events may impact return on investment (ROI) and subsequently the overall business revenue.

B2B Events Market: Report Scope

B2B Events Market: Segmentation

The global B2B events market is segmented based on industry, event type, and region.

Based on the industry, the global market segments are retail, manufacturing, education, technology, healthcare, finance, and others. In 2024, the technology sector accounted for approximately 22% of the total revenue, while healthcare generated nearly 20% of the final results. Rapid advancements in the technology world across the globe are fueling demand for industry-specific B2B events where companies can showcase their products and engage with potential buyers.

Based on the event type, the global market is fragmented into expos, workshops, conferences, seminars, trade shows, symposiums, and others. In 2024, around 21% of the total revenue was listed in the conferences segment. Trade shows continued to act as the second-highest revenue generators in the B2B meetup sector. Conferences facilitate knowledge sharing and deliver opportunities for network expansion. Moreover, the growing use of immersive technologies to enhance the experience of conference visitors will promote higher revenue in the segment during the forecast period.

B2B Events Market: Regional Analysis

What factors will assist North America take the lead in B2B events market during the forecast period?

The global B2B events market is expected to be driven by North America during the forecast period. The US is one of the world’s largest B2B event-hosting countries. The nation hosts an increasing number of business-to-business meetups across various industries. Technology-specific B2B events are widely popular across North America.

In addition to this, the region also experiences a higher level of business activity at B2B events within the healthcare sector. For instance, the Florida International Medical Expo is a highly popular trade show in North America, and it is held every year at the Miami Beach Convention Center.

Moreover, the increasing use of new-age technologies to enhance the experience for participants in B2B events in the region will facilitate higher revenue during the forecast period. Asia-Pacific is a growing market with India, China, and Japan leading the region. China, for instance, is one of the largest B2B hosts, especially for the automotive, heavy machinery, and robotics sectors.

Additionally, regional governments in the Asia-Pacific are opening new opportunities for foreign investments, facilitating greater demand for B2B events. Rising government support, increased investments in overcoming logistics-related barriers, and faster economic growth reported across the Asia-Pacific will facilitate the expansion of cross-border business-to-business events.

B2B Events Market: Competitive Analysis

The global B2B events market is led by players like:

• Endeavor Business Media
• Informa Markets
• Messe Frankfurt
• RX (Reed Exhibitions subsidiary)
• Reed Exhibitions
• Hyve Group
• George P. Johnson (GPJ)
• CTS Eventim
• GL Events
• UBM plc
• Emerald Expositions
• Cvent
• Tarsus Group
• Clarion Events

The global B2B events market is segmented as follows:

By Industry

• Retail
• Manufacturing
• Education
• Technology
• Healthcare
• Finance
• Others

By Event Type

• Expos
• Workshops
• Conferences
• Seminars
• Trade Shows
• Symposiums
• Others

By Region

• North America
  • The U.S.
  • Canada
• Europe
  • France 
  • The UK
  • Spain
  • Germany
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Southeast Asia
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • GCC
  • South Africa
  • Rest of Middle East & Africa