2025 is shaping up to be a game-changer for event organisers. Eventbrite’s latest report on non-music events reveals a powerful shift in what attendees want—and it’s clear that those who adapt will thrive. From the rise of micro-events to the explosion of TikTok-driven discovery, here’s what’s trending and how you can make the most of it.
📈 1. Personal Growth & Self-Improvement: The "Level-Up" Year
Forget New Year’s resolutions—2025 is the year of transformation. More than half (57%) of consumers are actively looking for events that help them grow, whether in their careers, personal lives, or mental well-being. For Gen Z, this number jumps to a massive 72%!
🔥 What’s driving this trend?
- Networking and career growth events have surged 33% YoY on Eventbrite.
- Yet demand still outstrips supply—29% want more networking meetups, but only 19% of organisers are offering them.
- Attendees are searching for life-changing experiences—from skill-building workshops (53%) to mental health support (52%) and even complete resets (48%).
💡 Opportunity for Organisers:
👉 Host events that help attendees “level up.” Think networking meetups, career workshops, personal finance masterclasses, or public speaking bootcamps.
👉 Make it easy for attendees to see the value. Clearly highlight the tangible benefits (new skills, connections, personal breakthroughs) in your marketing.
👉 Create premium offerings. Since people view self-improvement as an investment, they’re willing to pay more for high-value content.
🏡 2. The Rise of Micro-Events: Go Small to Go Big
Bigger isn’t always better. 2025 is the year of micro-events—intimate, high-engagement gatherings that foster deeper connections.
🎯 Why Micro-Events Matter:
- 63% of organisers say attendees are actively seeking smaller, more personal events.
- Attendance at micro-events grew 23% in 2024, and the trend is accelerating.
- Events capped at 5–10 people are becoming the norm, ensuring everyone gets seen and heard.
💡 Opportunity for Organisers:
👉 Experiment with limited-capacity events. Think VIP dinners, exclusive mastermind sessions, or themed retreats.
👉 Lower costs, higher frequency. Micro-events are cheaper to run, allowing you to host them more regularly.
👉 Offer “satellite” events. Even large conferences can benefit from spin-off micro-events throughout the year to keep engagement high.
👥 3. Community-Building: The Real ROI for Event Success
In 2025, events aren’t just one-off experiences—they’re gateways to belonging. Building a strong community around your event doesn’t just enhance engagement; it boosts revenue and ticket sales.
🚀 Key Stats:
- 80% of organisers say growing an event community is a top priority.
- 54% of attendees are more likely to go to an event that’s trending locally.
- 2 in 5 consumers will pay extra for an event that fosters a strong sense of community.
💡 Opportunity for Organisers:
👉 Create ongoing engagement. Use Facebook groups, Discord servers, or WhatsApp chats to keep the community alive between events.
👉 Leverage word-of-mouth. 47% of attendees find events through friends, so incentivise referrals and encourage social sharing.
👉 Position your event as “the place to be.” If attendees feel like they’re part of something special, they’ll happily pay premium prices.
🌿 4. Wild Escapism: The Outdoor Event Boom
After years of screen fatigue and stressful news cycles, people want out. Nature-based experiences—hiking retreats, adventure tours, group fitness—are in massive demand.
🏞 The Numbers Speak:
- 60% of consumers want to immerse themselves in nature.
- 77% are willing to pay more for outdoor experiences.
- Demand for sports (47%) and group fitness (41%) events far exceeds supply (only 21% of events are sports-focused!).
💡 Opportunity for Organisers:
👉 Host fitness, adventure, and wellness retreats. Guided hikes, kayaking trips, outdoor yoga—anything that blends nature with self-improvement.
👉 Cater to underrepresented groups. Hiking clubs for women, beginners’ outdoor survival courses—niche experiences attract dedicated audiences.
👉 Urban nature events. If you’re in a city, don’t worry—local parks, rooftop gardens, and even pop-up outdoor experiences are in high demand.
📱 5. TikTok-Driven Discovery: Social Media is Your New Event Partner
If you’re not marketing on TikTok yet, you’re missing out. In 2025, social media isn’t just about engagement—it’s the #1 way people find events.
📲 The Data is Clear:
- 64% of Gen Z & 61% of Millennials use social media to discover events.
- 30% of Gen Z actively search for events on TikTok.
- Eventbrite now integrates with TikTok, making ticket sales seamless from video to purchase.
💡 Opportunity for Organisers:
👉 Use TikTok & Instagram for organic reach. Post behind-the-scenes content, attendee testimonials, and teaser videos.
👉 Partner with micro-influencers. Creators with small but engaged audiences drive ticket sales.
👉 Leverage Eventbrite’s TikTok integration. Make buying tickets one tap away directly from TikTok.
🎯 What This Means for Event Organisers
1️⃣ Tap Into the Self-Improvement Market
- Offer networking and career-building events.
- Position your event as a transformational experience.
- Charge premium prices for high-value, skill-based events.
2️⃣ Embrace the Power of Micro-Events
- Create small, intimate gatherings with high engagement.
- Run lower-cost, higher-frequency events to increase revenue.
- Test new ideas and concepts in low-risk environments.
3️⃣ Build a Community (Not Just an Event)
- Use digital tools to keep attendees connected year-round.
- Encourage word-of-mouth marketing and loyalty-driven sales.
- Sell experiences—not just tickets.
4️⃣ Seize the Outdoor Event Boom
- Capitalise on the huge demand for nature-based activities.
- Differentiate by targeting niche audiences (e.g. beginners, women, urban adventurers).
- Monetise with retreats, workshops, and guided experiences.
5️⃣ Get Smart About Social Media
- TikTok isn’t optional—it’s essential. Start creating engaging video content now.
- Use influencer marketing to tap into new audiences.
- Integrate social media with seamless ticket purchasing.
🚀 Ready to Own 2025?
The event industry is evolving fast, but the biggest opportunities belong to those who adapt first. Whether it’s hosting high-value networking events, creating immersive micro-gatherings, or embracing the power of TikTok, now is the time to pivot and grow.
💡 Which of these trends are you most excited to capitalise on?
If you want to read the full report, you can find it here Eventbrite TRNDS 2025