Business events attract 67 million UK attendees each year, with a total annual spend of over £2.5 billion
The UK is world-class destination when it comes to hosting and running business events. But for business conferences, networking events, workshops and seminars, how often do UK adults regularly attend these events?
 
To find out, event marketing platform Evvnt has commissioned an independent, nationally representative survey of more than 2,000 UK adults to reveal how often people go to business-related events each year, and how much is typically spent there. It found that business-related events are attended by 67 million Brits each year. Moreover, attendees typically spend an average of £57 to cover the tickets, travel and spending costs – equating to £2.5 billion annually.
 
Evvnt’s independent research also revealed that theatre, opera and comedy shows are the nation’s favourite type of event, with two thirds (64%) of UK adults buying tickets for such an occasion at least once a year. By contrast, a massive 70% of the public – including 44% of millennials – said they never buy tickets to go to a nightclub, making it the least well-attended event.
 
Live music also proved a well-liked outing for the UK – three fifths (59%) of the country go to one or more gigs a year, while 19% go to five or more. Similarly, music, food and drink festivals were very popular, with more over half (56%) of respondents saying they will attend one or more festivals each year. 
 
But when it came to loyalty, no type of event could compete with sporting fixtures. Exactly 50% of the UK public will go to at least one sporting fixture per year, but a quarter (25%) of the population go to five or more sports matches every 12 months.
 
What will sway the UK public to buy a ticket for an event?
With an estimated 1.3 billion business events held each year, Evvnt asked respondents what factors influence whether they will attend an event. The survey found:
  • 60% of respondents say it comes down to the price of a ticket
  • 56% of respondents will buy tickets for an event based on how easy it is for them to get to and from the venue
  • 33% will typically go to events if their friends already have tickets for it
  • 13% of UK adults want to learn something from an event
  • The same number (13%) will decide to attend an event based on the food that is available, while 9% said they usually only buy tickets for events if they know that alcohol will be available
    • Those figures rise to 19% and 14% respectively among 18-34 year olds

Richard Green, CEO and founder of Evvnt, commented on the research: “The UK’s events industry is a massive contributor to the economy, and this particularly true when we consider the number of people attending conferences, networking events, workshops and seminars.  
 
“While there is evidently a strong appetite for business events, there is also significant competition. Creating a buzz on social media, delivering unique experiences and nailing the online marketing activity are all integral ways of getting people to buy tickets for events and come back again; but the basics of location and price clearly still remain vital factors for luring in potential attendees.”