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Key Takeaways
- Industry Drivers:
Growth in the event planning industry is fueled by corporate profits (which expand marketing budgets for B2B events) and rising per capita disposable income (which boosts spending on B2C and private events) (Diment, 2024). - Post-COVID Shift:
The COVID-19 pandemic accelerated the shift toward online and hybrid events, resulting in a 23% increase since 2020 (Sherry, 2025). However, this trend may limit revenue growth for traditional commercial event planning. - Changing Consumer Habits:
A slower economy, a declining marriage rate, and the rise of DIY event planning are expected to limit revenue growth for traditional personal planners (Tang, 2025). - Tech-Driven Competition:
Digital platforms like Facebook and LinkedIn make it easier to host networking events online. The pandemic proved virtual and hybrid events can often replace or supplement in-person gatherings effectively (Ross, n.d.). Event planners who adapt to the growing demand for accessible virtual and hybrid formats can tap into the expanding international event market and virtual event market, a segment that’s receiving increasing allocations in institutional and corporate marketing budgets (Marking, 2025).
Industry Outlook
Canadian Trade Show & Event Planning Market: Total Revenue and Annual Change (Historical and Forecast)
(Diment, 2024)
- The event planning industry experienced significant volatility due to the disruptions caused by the COVID-19 pandemic and the rapid shift toward online event formats (Ross, n.d.).
- During 2020 and 2021, widespread event cancellations drove industry revenue down from $3.8 billion in 2019 to $1.7 billion in 2021 which is a 41.6% decline (Diment, 2024).
- As the pandemic subsided, organizers increasingly adopted virtual and hybrid formats, leading to a strong recovery. In 2022, industry revenue surged by 73.8%, rebounding to nearly $3 billion, close to pre-pandemic levels (Diment, 2024).
- Looking ahead, industry revenue is projected to grow at a compound annual growth rate (CAGR) of 3.9%, reaching approximately $3.8 billion by 2029 (Diment, 2024).
Industry Performance Snapshot
Canadian Trade Show & Event Planning Industry: Products & Services Composition
(Diment, 2024)
- Travel Growth Boosts Attendance:
Contributing over $33 billion annually to the national economy, business events are a vital sector in Canada (Sherry, 2025). Toronto, Vancouver, and Montreal anchor this market, collectively serving as host cities for more than 1,500 major corporate gatherings each year (Sherry, 2025). B2B events will become increasingly important as companies seek to build brand recognition and develop new business relationships (Marking, 2025). - Consumer Income Rising:
Projected increase in disposable income and spending will support attendance at B2C events such as car shows and home improvement expos (Diment, 2024). - Marketing Focus on Events:
Events are expected to be the fastest-growing segment of marketing budgets, with a +23.1% net increase in budgets (IPA Bellwether Report, 2024 as cited in Marking, 2025). 78% of global marketers plan to maintain or increase event spending this year compared to 2023 (Eventbrite’s annual forecasting guide survey, 2025 as cited in Marking, 2025). - Surge in Live Events:
Since pandemic restrictions were lifted, demand for live events and experiences has soared. A worldwide survey of marketers revealed a clear shift toward virtual events: 40% of their events were projected to be virtual in 2022, marking a five-percentage-point increase from 2020 (Ross, n.d.). This trend was financially supported in the U.S. market, where nearly four out of ten marketers and exhibitors reported plans to increase spending on virtual events in 2021 (Ross, n.d.).
Industry Trends and Challenges
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Canadian Event Planning SWOT Analysis |
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S (Strength)
Canada's stability, safety, and cultural diversity make it a preferred location for international associations and large-scale corporate events.
World-class convention centers and accessible transportation networks are already established in key hubs. |
W (Weakness)
Rising inflation, venue, catering, and staffing costs reduce planner profit margins.
Post-pandemic labor shortages limit capacity and increase wage pressure.
Strong seasonality leads to overextension during peak months and underutilization during off-peak periods.
A highly fragmented market makes it difficult for smaller planners to scale or compete with large agencies.
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O (Opportunities)
Leveraging technology for a seamless blend of in-person and digital elements to reach a broader, more global audience.
Growing demand for hybrid and virtual event formats allows planners to reach global audiences and reduce operational constraints.
Corporate and government clients increasingly require ESG reporting, giving sustainable planners a competitive edge.
Marketing budgets are shifting toward experiential events, increasing demand for planners skilled in sponsorship activation and audience engagement.
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T (Threats)
Rapid adoption of virtual DIY platforms reduces the perceived need for professional planners.
Economic uncertainty and inflation may make both corporate and private clients more budget-conscious, reducing discretionary event spending
The “Specialization and reputation” trend led to higher sector concentration, creating an economy of scale effect that squeezes out smaller, individual planning providers, particularly in the corporate event sector. |
- Marriage Rate Decline:
Fewer Canadians are getting married. The crude marriage rate fell to 2.6 per 1,000 people, while the share of unmarried individuals rose from 53.2% in 2001 to 60.3% in 2021 (Bush, 2024). This will be reflected in a noticeable decline in the potential consumer base for wedding event planning. - Technology Reshaping Operations:
Event planners quickly integrated a suite of tools to enable immersive digital engagement in the virtual space. A December 2020 survey confirmed the use of webinars for event marketing, alongside live meetings software and livestream video as essential digital engagement tactics (Ross, n.d.). Direct marketing through social media and the sale of digital passes are becoming increasingly common, helping attendees manage bookings and reservations while improving overall client service (Diment, 2024). - Rise of Virtual and Hybrid Events:
82% of Canadian attendees are satisfied with hybrid networking event experiences, largely due to the flexibility (Sherry, 2025). This high level of satisfaction translates into tangible business benefits, as the data indicates that hybrid formats generate 45% more lead captures and maintain participant engagement for 37% longer compared to traditional, in-person events (Sherry, 2025).
Key Success Factors
Focus on Expertise and Client Needs: Delivering customized, high-quality service in an efficient manner is the foundation of competitive advantage.
Commercial Events
Clients value planners who maximize visibility and customer interaction.
- Premium floor space rental: Clients highly value prime locations that offer increased visibility and access to downstream customers (Diment, 2024).
- Sponsorship: Sponsorship opportunities enhance clients’ brand presence at events and provide invaluable exposure to potential customers (Diment, 2024).
- Engagement: Interactive partner activations, branded experiences, and other sponsor-driven interactions build trust and loyalty among event attendees. Research shows that attendees who engage with brands are 60% more likely to make a purchase, 92% more likely to follow the brand on social media, and 88% more likely to attend future events sponsored by that brand (Marking, 2025).
- Global reach: As more companies develop international teams, virtual gatherings are becoming a key avenue for connection and collaboration, creating new opportunities for event planners (Tang, 2025).
Personal Events
Target clients with specialized needs that can only be met through your planning expertise.
- Target Higher-Income Clients: Focus on households that continue to use event planners even during economic slowdowns (Tang, 2025).
- Emphasize Professional Value: Highlight benefits that DIY planning can’t match such as vendor negotiation power, time-saving coordination, and seamless execution (Tang, 2025).
Managing Industry Volatility
Maintain relevance and operational efficiency.
- Strategic Seasonality: Use slower periods for detailed planning and preparation to ensure smooth execution during peak seasons, minimizing disruptions and enhancing service quality (Diment, 2024).
- Build a Strong Reputation: Establish credibility through targeted marketing, client testimonials, and showcasing successful events (Diment, 2024).
Sources
Bush, O. (2024, December 31). Marriage statistics in Canada. Made in CA. https://madeinca.ca/marriage-statistics-canada/
Diment, D. (2024, December). Trade Show & Event Planning in Canada: Industry Report 56192CA. IBISWorld. Retrieved from https://my.ibisworld.com/ca/en/industry/56192ca/at-a-glance
Marking, C. (2025, February). The impact of Live Events Partnerships on loyalty and Trust. WARC. https://www.warc.com/content/article/warc-exclusive/the-impact-of-live-events-partnerships-on-loyalty-and-trust/159325
Ross, C. (n.d.). Topic: Virtual event marketing. Statista. https://www.statista.com/topics/8490/virtual-event-marketing/#topicOverview
Sherry. (2025, March 13). Canadian events industry rebounds: Key Statistics reveal transformative growth. Business & Industry Canada. https://www.industryandbusiness.ca/canadian-events-industry-rebounds-key-statistics-reveal-transformative-growth/
Tang, L. (2025, August). Party & Event Planners in the US: Industry Report OD4414. IBISWorld. Retrieved from https://my.ibisworld.com/us/en/industry-specialized/od4414/at-a-glance