Business event activity in the Asia-Pacific region is showing signs of change at year end, with suppliers reporting steadier demand during what has traditionally been a quieter period. Industry representatives note that organisations are increasingly using the final weeks of the year to maintain engagement, strengthen relationships, and support broader strategic objectives.
According to Catherine Chaulet, President and CEO of Global DMC Partners, end-of-year business events are being treated as a strategic investment, particularly during periods of economic uncertainty. She observed that companies are hosting events throughout the year, including the holiday season, with less distinction between peak and off-peak periods.
Suppliers across the region report that while traditional corporate conferences and dealer meetings may slow toward year end, other formats are increasing. Jurairat Mongkolwongsiri, Vice President of Sales at Centara Hotels & Resorts, noted growth in incentive-style and appreciation events, often incorporating leisure elements. These gatherings are being used to engage partners and stakeholders during the festive period.
Event venues are also adapting to changing expectations. At ICC Sydney, business events held late in the year increasingly include social, wellness, and sustainability components, according to Deputy CEO and Chief Commercial Officer Beverley Parker. Educational institutions are also contributing to end-of-year demand with celebratory events.
Additional trends cited by suppliers include shorter booking lead times, smaller and more curated group formats, and multi-day programmes that combine business, leisure, and cultural experiences. Together, these developments suggest a more even distribution of business events across the calendar year in APAC.
