Business Events & Revenue Diversification – Low Risk , Proven Potential for Associations

Recently released: Purpose Under Pressure research captures global insights for associations. The part I’d like to focus on is the financial pulse check drawing on survey responses from 586 professionals across 30 countries.

This survey identifies that 63% of associations rely on conferences as a key revenue source. This compares to 46% of respondents in the 2023 International Convention and Congress Association’s (ICCA) research, which also identified meetings and events as the primary revenue driver for their associations. While the gap in percentages may reflect different methodologies or respondent profiles, in my view, it reiterates that we are seeing a strong return to face-to-face events as we really do come out the other side from the pandemic.

As a ‘business events lifer’ this resurgence in face to face meetings and human connection is not only invigorating, but also good for the bottom line.

Tapping into Kai Handorf’s summary from IMEX 2025 (the world’s largest tradeshow for business events), experiences that facilitate these rich connections is more important than ever – Connection is King. We know from our association clients, that networking (real human connection) always rates high on the association value proposition. This has currency! 

This Purpose Under Pressure report also highlights that associations are beginning to explore new revenue streams—most of which carry relatively low risk, however potentially investment or time. These include micro-credentials, partnerships, and new digital formats. While the financial return from these streams is still modest according to respondents, the potential is significant. This has been something we (Mayvin Global) have been preaching about for a while. That is, revenue diversification is not about abandoning what works but building resilience by expanding income sources that align with purpose. Look at what you are already doing, are you doing it efficiently? Can you grow it and if not, what do you need to do to answer yes?

I love this research as it shows in rich data that conferences remain critical, and the future for associations still lies in a more diversified, strategic approach to income generation with considered diversification.

Congratulations to Belinda Moore and all contributors to the Purpose Under Pressure: Global Association Trends in 2025 report. Read the full report here: Purpose Under Pressure: Global Association Trends in 2025.