Have you ever thought about organizing a type of event that happens 3 times more often than online events? You don’t even need to look far!
On the Even3 platform, that’s the data for in-person events in 2025. They’ve made a strong comeback!
According to research from Unimev, 98% of exhibitors and international attendees prefer in-person trade shows. That’s because they favor direct contact for closing deals and building solid connections.
More than ever, in-person events are extremely relevant for business, culture, networking, and memorable experiences.
In today’s article, you’ll understand why, and learn more about:
- Market data on in-person events;
- Types of in-person events;
- How to organize successful in-person events;
- 5 essential tools for organizing in-person events.
Why are in-person events so important?
After a period of forced restrictions due to the Covid-19 pandemic, in-person events have bounced back at an impressive pace.
On Even3, for example, in November 2021 there was a 1,142% increase in the number of in-person events compared to the same month in 2020.
Online events also continue to grow. There was a 408% increase in online events in the same period on Even3.
This shows the event industry’s high capacity for renewal.
But have you ever stopped to think about why in-person events are even more powerful?
Research shows there’s a preference for physical connection, live experiences, and socializing.
In some countries, this is even part of the local culture, and events help amplify it.
What does the events landscape look like in Brazil?
You’ve probably heard what people say about Brazil, right? We’re known for drawing huge crowds!
In fact, we’ve broken Guinness World Records. In 1994, Rod Stewart drew the largest audience in history, gathering 4.2 million people on Copacabana beach in Rio de Janeiro.
In 2025, singer Lady Gaga also brought together 2.1 million people on Copacabana, becoming the female artist with the largest audience ever recorded at a show.
But it would be a mistake to think these are just random numbers.
In fact, Brazil has a culture of large-scale events as part of its identity, as seen with Carnival.
That’s why filling stadiums isn’t a problem for us. Beyond that, it represents an opportunity for the events industry, such as:
- Boosting sponsorship power: advertising revenue for Rio de Janeiro from Lady Gaga’s 2025 concert exceeded R$98 million (about US$19 million);
- Attracting foreign investment;
- Driving the local economy: Lady Gaga’s 2025 concert injected over R$600 million (about US$115 million) into Rio’s economy;
- Expanding brand reach on social media: Rio de Janeiro’s city government broke reach records, hitting over 1 million people with content from the Lady Gaga concert.
This shows that a well-executed event in Brazil can be a powerful economic engine. Here’s how to make that happen:
Types of in-person events
In-person events can take many forms, such as congresses, workshops, talks, and more.
But we can also divide them according to their goals, such as:
Building communities
- Formats: congresses, conferences, meetups, retreats, races, festivals…
- Focus: a sense of belonging and memorable interactions;
- Key metrics: NPS, impressions, traffic, registrations;
- Strategies:
- Create spaces for organic connections;
- Focus on unique venues and experiences;
- Leave open space in the schedule for spontaneous exchanges.
Transforming and inspiring people
- Formats: talks, religious events, round tables…
- Focus: inspiration and creative learning;
- Key metrics: session attendance, content engagement;
- Strategies:
- Invest in innovative presentation formats;
- Create impactful, shareable moments on stage;
- Lean into storytelling and emotional impact.
Business opportunities
- Formats: trade fairs, corporate events, exhibitions, seminars…
- Focus: business development and ROI;
- Key metrics: meetings scheduled, ROI, leads generated, and conversions;
- Strategies:
- Use effective networking technology;
- Plan spaces for one-on-one meetings;
- Carefully analyze your ROI metrics and look for improvements for future editions.
Training and skill-building
- Formats: workshops, hackathons, certifications, courses, training sessions…
- Focus: practical knowledge and application;
- Key metrics: connections made, session participation;
- Strategies:
- Focus on practical, applicable content;
- Create opportunities for hands-on learning;
- Measure tangible learning outcomes after the event.
Finally, this classification can help you better understand the type of experience you want to deliver at your in-person event.
How do you organize successful in-person events today?
By now, it’s clear that the in-person events that stand out most are the ones that deliver something different, right?
So to organize successful in-person events, following a simple checklist isn’t enough. You need to invest in the trends that attract attendees! Check out a few:
Immersive, personalized experiences
Attendees want to feel like they’re part of something unique.
So invest in interactive activities, gamification, and innovative technologies like augmented reality and artificial intelligence.
These solutions put attendees at the center of the action, driving engagement and creating memories that go far beyond the event itself.
Accessibility and inclusion
Today, inclusive practices are essential.
So expand your reach with accessible communication, adapted spaces, translation, and materials in different formats.
Audience diversity isn’t just a trend — it’s a commitment to a fairer, more welcoming, and more relevant event.
Environmental responsibility
Sustainability is no longer a bonus — it’s an obligation.
So use recyclable materials, promote proper waste management, and encourage eco-friendly practices among vendors and attendees.
Today, events aligned with the ESG agenda earn respect and attract brands that care about environmental and social impact.
Trending segments
Sports and wellness events reflect a growing interest in active socializing and well-being, while industry trade fairs and congresses continue to lead in attendance and economic impact.
Sponsor activations
Activations make a difference for both your audience and your sponsors.
After all, they want far more than brand exposure. Your sponsors are looking for experiences that connect, surprise, and add value for the audience.
So create interactive experiences, Instagram-worthy spaces, and engaging activities to boost your results and partnerships.
This way, your in-person event doesn’t just stand out — it becomes a benchmark in the market!
5 essential tools for organizing in-person events
In-person events need extra attention and care to create a good experience for attendees.
So why not use tools that give you more productivity and more time to focus on what really matters?
- Canva: quickly create visuals for promotion, signage, and graphic materials;
- Finance spreadsheet: organize expenses and track payment status in one centralized place;
- WhatsApp Business or Telegram: a fast channel for answering questions, building communities, and keeping your audience engaged;
- Event planning spreadsheet: for managing tasks, timelines, and teams;
- Even3: automate several activities for your event! With Even3, you get automatic certificate creation and delivery, a check-in app, an event website, and much more.
To boost your productivity, count on an event platform that centralizes the management of your event in one place.
Get interaction tools, event feedback, data, and much more.
