The principal trends that will determine the event market development until 2026 are revealed by the director of the WTC Congress Center Daria Salamatova.
Government-level industry support and projected market growth
In 2024, analysts predicted a significant increase in the volume of the congress and exhibition services market in Russia, going up from 182 to 280 billion rubles in six years. However, forecasts for 2025 were more restrained. The tendency to rotate events projecting them to the regions has solidified.
This shift is associated with the growth of business activity outside Moscow and St. Petersburg, the development of infrastructure in other Russian cities, quality of service improvement, and the focus of businesses on expanding their target audience.
Despite the decentralization trend, Moscow will maintain its leading position in the national event market, remaining the country's principal event hub. The capital city will account for up to 76% of the total market volume, according to R & C Science and Research Exhibition Center.
At the same time, competition among market participants is increasing, and there is also a dynamic renewal drive to upgrade existing sites and venues. New infrastructure is being built; venues are becoming modern and technologically smart.
The major players in the event industry: public sector and business
The state-owned and state-run segment of the market will continue to be the main launching pad for most of the high budget projects. Flagship government events like international summits, exhibitions and forums attract significant financial resources and contribute to the development of infrastructure in host cities.
The corporate segment is also vigorously developing. Against the background of import substitution, new products and brands surface on the market. Companies continue to invest in organizing internal and external meetings, trainings and presentations, seeking to improve interaction with partners and customers.
Implement technologies to improve customer experience
There is another trend that I would like to draw your attention to. It is the direct consequence of the first two trends: the market for large-scale events is limited and generally well formed, as well as the pool of large clients. In an environment when expanding the customer base is not easy, the focus is shifting to improving the quality of the product and increasing its value to retain existing customers.
Today, it is important not only to measure audience satisfaction using metrics like NPS and CSI, but also to completely change approaches within the event industry. Improving customer experience is becoming a top priority, and automation of processes is key to success: modern CRM systems with artificial intelligence process reviews, monitoring the quality of services in real time, e.g. cleanliness of premises or the speed of guest check-in counters.
Growing brand role and reputation
With increased competition, in order to retain and attract customers, the brand must stand out and be recognizable. A well-known brand makes it easier to launch new projects. Corporations create their own sites (for example, Sberbank and Tinkoff), restaurateurs open hotels (like Ginza), and MTS manages concert halls (MTS Live Hall) and, together with Sila Sveta, is currently building a Museum of Light in Moscow.
Social networks and feedback platforms play an important role in shaping the company's image. Active participation in professional communities, publication of articles and materials related to the industry also help to fortify business reputation. Prompt responses to comments, solving customer problems in an open dialogue and showing empathy demonstrate that the company appreciates feedback and is ready to improve its services. Public resolution of a conflict situation, for example, can turn a disgruntled client into a brand advocate.
Special attention should be paid to visual content: photos, videos, stories and infographics not only increase engagement, but also establish an emotional connection with the audience. High-quality visual emphasizes the professionalism and creativity of the company, making its image more lively and comprehensible.
Equally important is the systematic monitoring of reviews on platforms like Yandex.Maps or TripAdvisor. Analysis of customer opinions helps not only to promptly eliminate shortcomings, but also to identify hidden trends in audience expectations. Responses to negative feedback, especially with the proposal of specific solutions, strengthen the perception of the company as responsible and customer-oriented.
Effective reputation management through customer feedback becomes even more holistic due to social media analytics, which not only helps to quickly identify problem areas, but also allows to flexibly adjust the company’s strategy. Social media analytics allows you to adapt your strategy in real time. Data on demographics, audience behavior, and content performance help create personalized campaigns, increasing conversion and strengthening market positioning. In addition, collaborations with influencers and micro influencers add authenticity to the brand. Recommendations from figures with public repute in the market niche serve as "social proof" and shorten the path to trust on the part of a new audience.
However, all these efforts require constancy and consistency. Disparate actions will not create a holistic image. Only the integration of these tools into a long-term strategy backed by corporate values will provide a sustainable reputation and competitive advantage in the market.
Skilled workforce is the backbone of the industry
One of the significant challenges for the event industry remains the shortage of qualified specialists in the service sector. In 2024, 88% of companies operating in the service sector were understaffed.
The most noticeable lack of employees is recorded in the maintenance sector. The consequence of this shortcoming is an increase in the cost of attracting such specialists, which, in turn, pushes up the total cost of organizing events.
There is a shortage of young specialists in the project management of the event industry. Many companies address this issue by investing in training, education and development of their own staff.
Event industry experts also make a significant contribution to the development of professional competencies: they teach and tutor at leading educational institutions such as RANEPA (courses on digital media communications, organizing online events, planning and budgeting of event products), Skolkovo and Strelka Design Bureau (city hospitality and territory marketing programs), MGIMO University (business tourism, congress and exhibition activity, project management in the event industry). In addition, there is a specialized online MBA Event program aimed at in-depth study of the scope of organizing events.
Merch as a tool for brand promotion, loyalty consolidation and monetization
Merch is always more than just an object. Merch may bear the hallmark of community affiliation. For example, Lego clothing and accessories, which today make the company reap hefty profits, allow fans to assert their passion and to become part of a large community of brand fans. This strategy not only strengthens the attachment to the company's products, but also creates an opportunity for people to share their ideas and creativity.
Today, merch is a powerful marketing tool that drives brand awareness, builds up audience loyalty and makes a profit. In Russia, companies and media are increasingly using merch as part of a market strategy, turning fans into ambassadors and creating new sources of income.
With branded products, companies can draw attention to certain issues or promote their values. For example, with snowballing environmental awareness, brands are progressively offering gifts made from recyclable materials - from pens to notebooks and raincoats.
Wearable and household products turn customers into "walking ads." For example, Yandex regularly releases merch in the style of its services: plush Alice, stickers with Taxi characters or thermal circles with the delivery logo. These items not only remind of the brand, but also evoke emotions, making promotion unobtrusive. Another example is the Moscow Metro, which sells bags and badges with the design of its stations. Such merchandise are becoming fashion accessories, and position subway as part of urban culture.
Merch helps build a community around the brand. The legendary Kino group, after rebranding in the 2020s, has released collections of T-shirts and hoodies with album symbols. For fans, this is a way to express belonging to a subculture, and for new listeners – an entry "ticket" to the community.
Successful merch can be a significant source of income. For example, football clubs sell uniforms and scarves that fans buy even at high prices. This is not only about profit, but also about affirming the connection with the audience; the Surf coffee chain makes money on mugs and clothes with an author's design that emphasizes local identity.
Pop-up locations and art objects at events
Another trend of our time is the use of unusual pop-up locations and art objects at forums and festivals, which are becoming an effective tool for attracting the attention of participants. They also work as an advertising and PR tool. Photos and videos of such objects have great viral potential, landing not only on thematic platforms in social networks, but also becoming a separate news feed in the media.
One can recall the Uralchem flower panel at SPIEF or the digital city of ВЭБ.РФ, which were the subject of discussion for a long time on the social networks.
Such objects always evoke emotions and strengthen the brand's connection with the audience.
Brand collaborations inside the event
Another important trend is brand collaborations within a single event. Companies join forces to create shared projects, performances and special zones. This allows to expand the audience, enhance recognition and attract additional funding.
Among the formats of such interaction are joint stands, special offers for participants, contests and prize draws.
One of the noteworthy projects, which remains the talk of the town, is the collaboration of Aeroflot and the Monochrome clothing brand: they jointly presented a collection of travel accessories and attracted influencers to increase coverage. L'Oréal Paris has partnered with Cannes Film Festival to provide makeup and make-up artist services to celebrities, strengthening the brand's association with glamour. At the Coachella festival, Adidas and Spotify teamed up: the sports brand created a special clothing line, and Spotify presented an exclusive playlist with tracks of artists performing at the festival.
What should the industry expect in 2025?
In 2025, the event industry will undergo some changes dictated by technological innovations and new audience demands. Market growth is expected to slow. To remain competitive, ensure business growth and expand the customer base, companies will actively promote brands using a variety of tools: from upbeat and provocative advertising to non-standard marketing activities and the creation of exclusive merch.
The audience and its satisfaction with services will be at the forefront, so the introduction of technologies to optimize processes, study of customer needs, and creation of vivid impressions will become of paramount importance. Companies understand that technological innovation will help them stand out in the competition race and offer customers a truly unique experience.
The audience will require deep involvement: interactive installations and gamification will be in high demand to attract the attention of the client, and social networks and mobile applications will be integrated into events for instant exchange of impressions.
Merch is a powerful tool that unites brands and audiences, forms customer loyalty, and will be aggressively used at events.
The human factor remains a key resource: it is all about people who create the atmosphere, manage processes and ensure the high quality of events. Therefore, the personnel deficit that is observed in the industry remains a challenge for companies, and they will look for solutions to overcome it.
The grace year of 2025 will be an adaptation time for the event industry. Success will depend on the ability to combine innovation with sustainability, personalization, and security. Those business managers who introduce flexible approaches and technologies will be able not only to meet the expectations of the audience, but also to form new standards in the world of events.
Located in the center of Moscow, the WTC can rightfully boast of a diversified infrastructure assembled to ensure work with efficiency and offer respite in good spirits. WTC incorporates 4 and 5 stars hotels as well as offices for rent, venues to hold banquets, cafes and restaurants, a business center, beauty salons and shops, a sports and fitness center, a parking space for 2000 vehicles, and a plethora of other services.
The WTC CONGRESS CENTER features:
- 6,000 square meters of multifunctional space;
- Over 30 conference rooms and meeting rooms;
- Main hall-transformer to welcome up to 1,500 guests;
- Ladoga business space comprised of 9 functional areas to host up to 350 guests;
- 8 conference halls with each area accommodating from 30 to 200 guests.