Helpful information for event managers.
Discover exciting articles about the implementation of unforgettable events.
Events are among the most powerful tools for organisations when it comes to conveying emotions and creating lasting impressions. But who is actually responsible for events within organisations, and what are the challenges in organising business events? Oniva has conducted its first-ever survey, gathering opinions from around 700 event professionals. The responses were diverse and, in many areas, remarkable. Spoiler: Events will continue to be a key marketing tool for organisations in 2025.
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Event management within organisations has changed significantly in recent years. Due to the downsizing of event teams during the pandemic, event management has become more widely distributed across various roles within organisations.
According to our survey, "only" 47% of event management is handled by event managers. Assistants take on 11%, while 10% is managed by marketing employees. However, a substantial 32% of the responses are spread across 48 other roles, including Chief Experience Officer, HR, Community Manager, or Partner Manager.
This shift presents new challenges for employees, as they need to acquire new knowledge to successfully organise events.
An analysis of the types of events held by organisations reveals a highly diverse event landscape. Notably, employee events are organised by 78% of respondents, highlighting the importance of internal gatherings to foster company culture and collaboration.
Customer events are organised by 58% of respondents. These play a crucial role in maintaining existing client relationships and acquiring new customers. Networking events are also highly significant, representing 47%, underlining the importance of building connections both within and beyond the organisation.
Despite numerous new technologies for virtualising events, 94% of respondents stated that they organise physical events, which means that they remain the dominant event format. Virtual and hybrid formats have nevertheless successfully established themselves in organisations and complement the event portfolio.
Oniva’s analysis shows that the proportion of marketing budgets allocated to events varies significantly across organisations.
Most organisations (24%) spend just 0–20% of their marketing budget on events, while 21% allocate around 21–40%. Only a small percentage dedicate more than 60% of their budget to events.
Notably, 35% of respondents were unable to specify what proportion of their marketing budget is spent on events, indicating a lack of transparency or available data.
These findings highlight that event marketing is prioritised differently across organisations and often represents only a small share of the overall marketing budget.
When it comes to event objectives, knowledge and information sharing rank highest, with 74% of respondents citing this as priority. Close behind, 68% emphasise customer or employee engagement, while 61% prioritise networking, underscoring the importance of interpersonal connections. Only 36% of respondents use events primarily for customer acquisition.
One of the core questions in the 2025 survey was whether events help organisations achieve their goals better than other marketing strategies. The results show that events are indeed a highly effective tool. A total of 58% of respondents agree that their goals are better achieved through events, with 25% fully confirming this.
A further 26% believe that events at least partially help to achieve their goals. Only 1% of participants stated that events tend not to contribute to the achievement of objectives. 14% were unable to state whether events achieve the objectives better than other forms of marketing.
This analysis underscores the importance of events as a strategic and central marketing tool for organisations.
The event date needs to be available, and the venue must align with the event concept—our survey results show that finding a suitable venue is one of the biggest challenges for 47% of respondents. Time and resource constraints follow closely at 44%, with scheduling (35%) and organisational or logistical tasks (35%) also being significant hurdles.
Events are unique—they happen at a fixed time and cannot be repeated in the same way. This requires event organisers to exercise the utmost care and attention. As a result, organisations select their event service providers based on well-defined criteria.
Reliability ranks as priority for 81% of respondents, followed by trustworthiness (69%) and having a dedicated point of contact (61%). Other important factors include flexibility, price, and choosing a regional provider, while experience and reference projects are a consideration for just 38%.
The findings highlight that sustainability and technology continue to be focal points in event management. The strong emphasis on sustainability reflects the growing corporate and societal desire to organise resource-efficient and environmentally conscious events.
The second-most significant trend, artificial intelligence, demonstrates that organisations are increasingly adopting intelligent tools to create personalised experiences and enhance efficiency.
Innovative event content and digital automation underscore the ongoing evolution of events, making them not only more efficient but also more creative and interactive. Overall, the findings suggest that the future of events lies in a combination of sustainability, innovative technology, and security.
When asked, "How many events is your organisation planning for 2025?" respondents provided insights into their expectations compared to the previous year. A total of 43% stated they plan to hold the same number of events as in 2024. Meanwhile, 31% anticipate an increase, while 13% expect a decline.
These results suggest that most organisations aim for stability in their event planning, reflecting an established event strategy. At the same time, the significant proportion planning more events (31%) signals a positive trend and the growing importance of events in 2025.
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The 2m2c - Montreux Music and Convention Centre is a multi-purpose exhibition center on the shores of Lake Geneva. Known for the Montreux Jazz Festival, the location offers space for up to 1,500 participants for congresses. Even after the ongoing renovation until 2025, the location will remain known for its unique atmosphere and views.
The Beaulieu Congress Center in Lausanne describes itself as a combination of the tried and tested with modernity. Modular rooms offer space for up to 4,700 participants. Thanks to two bus lines, the location can be reached with a direct connection from Lausanne's SBB train station.
Better known as a trade fair location, Bernexpo will be offering new, different rooms for conferences in the federal city of Bern from 2025. The new construction of the "Festhalle" will create interesting possibilities with a capacity of up to 1,300 guests in one hall.
With five spacious halls and 25 conference rooms, the Congress Center in Basel offers many possibilities for a wide variety of events. In addition to its central location in Basel's city center, the congress location has the advantage of being directly connected to the exhibition grounds, making it the largest congress center in Switzerland in terms of space.
The Convention Center (Kongresshaus) Zurich describes itself as the newest congress center of its kind in Switzerland. It is located directly on the shores of Lake Zurich and, thanks to its flexible room layout, offers options for a wide variety of event types and parallel break-out sessions for up to 4,500 participants. A breathtaking panorama on the terrace offers ideal conditions for relaxing breaks.
The Lucerne Culture and Convention Center is located in central Switzerland on the shores of Lake Lucerne and offers space for conventions with up to 2,815 participants. Numerous break-out rooms offer the opportunity for parallel sessions. The concert hall is known worldwide for its outstanding acoustics and is therefore ideal for a musical show to round off a conference.
This classic venue in the federal city of Bern is the largest cultural and congress center in the region to date and offers 28 rooms for conferences. The "Arena", the largest hall, can accommodate up to 1,357 guests.
Known for the International Motor Show, Palexpo offers eight conference rooms of different sizes with a maximum capacity of 2,500 participants. The venue, which has been established for many years, underwent a further expansion in autumn 2023, adding 12 new conference rooms to its offering.
The SwissTech Convention Center in Ecublens is one of the largest convention centers in the Lake Geneva region. It can accommodate 3,000 participants in up to three halls. The less than ideal accessibility is compensated for by a modern and impressive auditorium.
"The Hall" in Zurich Stettbach offers around 2,000 square meters of space for congresses and conferences with up to 3,051 seats. The adjoining room can accommodate up to 500 guests for break-out sessions. "The Hall" is located right next to Stettbach railroad station and can therefore be reached from Zurich in a short time.
ACO Hospitality in Büdelsdorf features the ACO Academy, a modern conference centre with eleven high-quality rooms, ideal for congresses and specialist seminars. The adjacent exhibition hall, covering 2,900 m², enables the hosting of large-scale events such as trade fairs and exhibitions. Its open architecture, featuring large glass surfaces, creates a comfortable atmosphere for up to 2,000 attendees, supported by top-tier audio and video technology.
Arena Berlin is a versatile event venue in the Alt-Treptow district of Berlin, perfectly suited for congresses. The listed site comprises six indoor and outdoor locations, including the impressive 6,500 m² Arena Hall, which can accommodate up to 9,000 people with its free-span roof structure. Thanks to its flexible space design and modern infrastructure, Arena Berlin offers optimal conditions for congresses, trade fairs, and conferences.
The CCD Congress Center Düsseldorf is a state-of-the-art convention centre with a total capacity of up to 7,500 people and 41 modular rooms that can be combined as needed. Its central location in Düsseldorf, just 3 km from the airport, and excellent transport links make it an ideal venue for national and international congresses.
The CCH – Congress Center Hamburg is one of Europe's most modern and largest congress centres, offering flexible spaces for events with up to 12,000 participants. With top-class event technology, sustainable design, and a central location in Hamburg, the CCH provides optimal conditions for international congresses and conferences. Its excellent transport connections, extensive service offerings, and proximity to hotels and cultural attractions make it a premier choice for organisers.
The CCP CongressCentrum Pforzheim offers flexible spaces for congresses, conferences, and events with up to 2,000 attendees, centrally located between Stuttgart and Karlsruhe. With modern event technology, adaptable room concepts, and first-class service, it provides ideal conditions for professional congresses. Its direct connection to hotels and picturesque location on the banks of the Enz River make the CCP an attractive venue in Baden-Württemberg.
The Congress Center Essen offers three congress centres with a total of 28 adaptable spaces, including ten halls and thirteen conference rooms, providing flexible solutions for congresses and conferences of various sizes. Its direct connection to the Grugahalle and exhibition halls allows events for several thousand guests. Each year, around 800 events with a total of 80,000 attendees are held here, demonstrating the centre's versatility and capacity.
The Congress Center Leipzig (CCL) is a premier congress venue, distinguished by its modern architecture, flexible room concepts, and direct connection to the Leipzig Exhibition Centre. With facilities for events of all sizes, high-quality event technology, and a comprehensive service offering, the CCL provides ideal conditions for national and international congresses. Its excellent accessibility and strong ties to science, business, and culture make it a key conference destination in Germany.
The HCC Hannover Congress Centrum is a historic yet modern congress venue with versatile space options for events of all sizes. With state-of-the-art event technology, a sustainable infrastructure, and excellent transport links, it provides ideal conditions for national and international congresses. The combination of historic charm and contemporary facilities makes the HCC a unique event venue in the heart of Hannover.
HALLE MESSE in Halle (Saale) is a versatile event centre, ideal for congresses. With flexible halls and conference rooms that can be individually arranged with seating, stages, and screens, it offers tailor-made solutions for events. Thanks to its modern infrastructure and central location, HALLE MESSE is an attractive venue for successful congresses and conferences.
The ICM – International Congress Center Messe München is a cutting-edge congress venue, distinguished by flexible room concepts, first-class technology, and a capacity for up to 6,000 participants. Directly connected to the Munich Exhibition Centre, it provides ideal conditions for international congresses, conferences, and corporate events. With sustainable infrastructure, top-tier service, and state-of-the-art event technology, the ICM sets new standards in professional event organisation.
The BALLHAUSFORUM at INFINITY Munich is one of the largest event spaces in the Munich area, featuring a 1,340 m² auditorium under an impressive glass dome, providing ideal conditions for congresses and conferences. It offers flexible room configurations for up to 1,400 seated guests in theatre-style seating or up to 2,750 people with 360° tiered seating. The adjoining hotel offers 40 additional event rooms and 439 guest rooms, ensuring seamless integration of accommodation and events.
The Kultur- und Kongresszentrum Liederhalle in Stuttgart combines listed architecture with a modernised conference area, providing an ideal setting for congresses. With 14 flexible meeting rooms and 5 halls accommodating up to 2,100 people, it enables a wide range of events. Its central location in Stuttgart’s city centre, direct hotel connections, and proximity to the Bosch-Areal with shops, restaurants, and bars offer attendees convenience and a variety of leisure options.
Messe Magdeburg is a modern exhibition and conference centre in Saxony-Anhalt, ideal for congresses. With three halls offering a covered exhibition space of 9,000 m² and an adjoining conference centre, it allows for flexible event planning for up to 2,314 people in theatre seating. Thanks to its high-end technical equipment and versatile room layouts, Messe Magdeburg provides optimal conditions for successful congresses and conferences.
Messe Magdeburg is a modern exhibition and conference centre in Saxony-Anhalt that is ideal for congresses. With three halls, which together offer a covered exhibition area of 9,000 m², and an adjoining conference centre, it enables the flexible organisation of events for up to 2,314 people seated in rows. Thanks to its state-of-the-art technical equipment and variable room concepts, Messe Magdeburg offers ideal conditions for successful congresses and conferences.
The Congress Centrum Bremen offers flexible spaces for congresses and conferences of various sizes, with five halls, seven salons, four breakout rooms, and two foyers. Its postmodern architecture and playful details create an inviting atmosphere for professional exchanges. Thanks to its central location in Bremen and direct connection to the Maritim Hotel Bremen, organisers and participants benefit from short distances and a convenient infrastructure.
The Musik- und Kongresshalle Lübeck (MUK) is a multifunctional event venue offering 15 rooms for 10 to 3,500 people, providing diverse options for congresses, conferences, and exhibitions. Its flexible room layout allows for tailored solutions for different event formats. With a total space of 4,000 m² and a capacity of up to 2,000 people, MUK is an ideal location for a variety of events.
The Rheingoldhalle in Mainz is a modern conference centre with a total of 9,000 m² of flexible event space and over 20 meeting rooms, some of which are flooded with natural light and offer views of the Rhine. The largest room, the Kongress-Saal, has a floor area of 1,744 m² and can accommodate up to 2,144 people depending on the seating arrangement. Following its renovation, completed in 2021, the Rheingoldhalle features state-of-the-art technology, sustainable amenities, and flexible room configurations, making it ideal for congresses and conferences.
The RuhrCongress Bochum is a modern event venue in the heart of the Ruhr region, making it an excellent choice for congresses. With its flexible, state-of-the-art spaces, it provides the perfect setting for events of all types and sizes, from business and science to trade fairs. Thanks to its excellent infrastructure, cutting-edge event technology, and well-planned logistics, your vision can be brought to life professionally.
The Schwabenlandhalle in Fellbach, near Stuttgart, is a versatile cultural, congress, and conference centre, ideal for congresses. With a total of nine bright and fully equipped rooms, it offers flexible event spaces for gatherings of all sizes. The largest hall, the Hölderlin Hall, has a floor area of over 1,100 m² and can seat up to 1,400 people in theatre-style seating, making it particularly suitable for large congresses and conferences.
The Tempodrom in Berlin is a multifunctional event venue with impressive architecture, perfect for congresses. Its main space, the Grand Arena, accommodates up to 4,200 guests and features flexible room elements that create adaptable spaces for different event formats, including conferences and congresses. With its central location near Potsdamer Platz and its modern facilities, the Tempodrom offers excellent conditions for successful congresses and events.
The Uber Eats Music Hall in Berlin is a state-of-the-art event hall, ideal for congresses and corporate events. With a standing capacity of up to 4,350 and seating for around 2,250 guests, it offers flexible space solutions for various event formats. The hall features excellent acoustics, optimal sightlines, and cutting-edge event technology, making it a versatile venue for conferences, product presentations, and corporate celebrations.
The myticket Jahrhunderthalle in Frankfurt am Main is one of Europe’s largest private cultural initiatives and offers a variety of congress and conference spaces, including its impressive dome hall and several conference rooms. The dome hall spans 4,800 m² and can accommodate up to 3,000 people, making it ideal for large congresses. Additionally, the venue offers modern technology and flexible space concepts that can be tailored to different event requirements.
Find out more about the possibilities of the Oniva event tool for your organisation.
Discover exciting articles about creating unforgettable events.
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