The global business events industry is approaching a generational turning point. By 2035, Gen Z and Millennials will make up the majority of the workforce, and they are increasingly rejecting generic, “copy-and-paste” event formats in favour of experiences that align with their values, wellbeing and sense of purpose.

Responding to this shift, the Thailand Convention & Exhibition Bureau (TCEB), in collaboration with TrendWatching, has released a new 67-page report titled Designing for the Next Generation. The report identifies seven transformative trends across three core pillars, offering a forward-looking framework for engaging values-driven attendees and redefining the future of Business Events.

Supawan Teerarat, President of TCEB, emphasised that the industry must move beyond traditional definitions. “Business events are no longer just meetings or exhibitions. They are part of an ecosystem that creates high-value impact through personalisation, authenticity and local wisdom,” she said.

This evolution is driven in part by changing demographics, with Gen Z executives now forming a growing segment of corporate travellers. Citing an Expedia Group survey, Supawan highlighted that 74 per cent of Gen Z travellers prioritise experiences over material possessions, while 63 per cent seek unique cultural destinations—clear indicators of an experience-led economy where Business Events play a strategic role.

The report’s first pillar, “Calm & Connected,” addresses burnout and social anxiety among younger professionals. With 66 per cent of Asian Gen Z identified as being at high risk of mental health challenges, forward-thinking events are introducing concepts such as productive rest and intentional stillness. Examples include Audible’s “Zen Commute” at London’s King’s Cross and Nominom’s 12-hour sleep concert in South Korea. Networking is also evolving, shifting from forced small talk to interest-based connections supported by technology, such as self-organised meetups via the JabberYak app and Eventbase’s voice-activated eventCopilot.

The second pillar, “Greenshift,” stresses that sustainability must be embedded by design. Initiatives like Tomorrowland Winter’s RFID-enabled reusable cups and Lufthansa Group’s AI-powered food waste tracking demonstrate how intuitive systems can drive meaningful environmental impact.

Finally, “Place-Made” experiences reflect a growing demand for authentic local culture. Events such as Thailand’s Wonderfruit Festival show how celebrating regional heritage and co-creating values with attendees can elevate international relevance.