Events

Why In-Person Events Are (Once Again) Powerful Growth Drivers for Businesses

26/11/2025

There was a time, not so long ago, when Zoom meetings became the standard. COVID-19 imposed its own rules, everything had to happen through a screen. It was convenient, fast, and cost-effective… but also impersonal. Digital tools helped us stay connected, but they diluted much of what makes business truly thrive: emotion, spontaneity, and trust. Five years later, the tide has completely turned, and not out of nostalgia for the “old normal.”

Our client surveys reveal very clear expectations. Designing event experiences on their own terms, combining plenary sessions with smaller workshops, and enjoying face-to-face connection over drinks or a good meal, these once-fading habits are back, stronger than ever.

Could the return of in-person events actually be a broader reaction to digital overload?

It appears so. Companies are rediscovering that human connection is a strategic asset, a premium, experiential, and unifying touchpoint. The numbers support this:

86.4% of organisers plan to maintain or increase the number of in-person events in 2025 (FortisPay),
53.2% anticipate increased budgets (Bizzabo/FortisPay),
and 80% to 83% of attendees prefer to join events in person rather than remotely (Thunderbit).

Peer-to-peer connections within the same industry remain at the core of perceived value, with a clear insight: networking doesn’t just happen, it has to be nurtured.

At BluePoint Antwerpen, we’ve seen this evolution reflected in the numbers for some time: 45,000 visitors in 2023, over 50,000 in 2024, and the upward trend continues for 2025.

If we needed proof that real encounters, meaningful exchanges, and shared experiences are more valued than ever, well this is it.

1. When Trust Becomes the Engine of Business Again

Can a sustainable marketing strategy really survive behind a webcam? Research points clearly in one direction:

85% of in-person event participants say they’re more likely to make a purchase afterwards (Freeman Trust Report 2025),
77% report greater trust in a brand after experiencing it during a live event (Thunderbit).

Digital is essential for spreading information on a large scale, but in-person remains king when it comes to turning opportunities into real commercial relationships.

Every handshake, every face-to-face conversation builds a level of trust that a screen simply can’t reproduce.

2. Measurable Growth, in Belgium and Across Europe

This renewed momentum isn’t a coincidence. It’s part of a solid, upward trend:

The European event industry is expected to grow at an average +11.6% annually between 2025 and 2033 (Market Report Analytics).
In Belgium, the signals are just as strong:
- A record 44.8 million overnight stays in 2024, much of it business-related (Statbel),
- In Antwerp, corporate MICE demand is still growing, up 3.6% (City of Antwerp – Tourism Report 2024).

In short, in-person events aren’t just restarting, they’re accelerating.

3. Sensory Experience as a Driver of Emotion and Persuasion

You can only truly understand a product or service when you experience it live.

That’s why:

66% of attendees say they’re more likely to buy after a live demo,
and 65% say they better understand an offer when they can try or experience it for themselves (Thunderbit).

At BluePoint Antwerpen, technologies like our Wide Projection system (your brand and content displayed on a 12-meter-wide screen), immersive audio, and modular room setups allow you to turn basic presentations into full-on sensory experiences. Discover how our audiovisual solutions can amplify your storytelling.

This is no longer about passive content consumption, it’s about living your brand story.

Book your space today and create a made-to-measure event experience in Antwerp.

4. Authentic Networking Creates Long-Term Partnerships

73% of B2B decision-makers say their number one goal at a professional event is to build new business partnerships (Digitevent).

Virtual platforms have their limits. Spontaneous encounters, informal conversations, and mutual trust all happen in real life.

The 2025 trends confirm it: micro-events and intimate formats are gaining ground, focusing on the quality of interaction over volume.

At BluePoint Antwerpen, this flexibility is built-in. Whether it’s a large-scale congress or an exclusive talk, every event can be tailored to build the relationships that matter.

We’re fortunate to see this return to in-person get togethers , day after day. Our clients confirm it in surveys and feedback:

Designing the experience on their terms

Companies want to personalise their events : renting a large space for an inspiring plenary, then splitting into smaller rooms for workshops or collaborative sessions. The goal: a smooth, structured, and immersive journey.

Connection comes first

Whether it’s a refined meal, a friendly cocktail reception, or a well-placed coffee break, sharing drives networking. A successful event is measured not only by the quality of exchange, but also by the atmosphere it creates.

Peer-to-peer encounters matter

Businesses place high value on connecting with others in their industry, exchanging insights, comparing strategies, learning from one another. These “insider” conversations are often where the most durable collaborations begin.

5. In-Person: A Marketing Channel in Its Own Right

The data is crystal clear:

60% of companies say that physical events are the most effective way to generate revenue (Bizplanr.ai),
78% of organisers view them as their most impactful marketing channel (Bizzabo).

Event marketing is no longer a budget line item, it’s a measurable, high-ROI investment focused on human relationships.

This is exactly the vision BluePoint supports: making in-person a sustainable growth engine for businesses.

6. A Content and Experience Powerhouse

A great event doesn’t end with the last presentation. It becomes a content engine, photos, interviews, testimonials, videos…

All of which can fuel your social media, newsletters, and digital marketing for months. In-person and digital are no longer opposites, they amplify one another.

7. BluePoint Antwerpen: Believing in the Power of Human Connection

In an uncertain economic climate, there’s a temptation to scale back big-budget live events. But cutting in-person presence is really cutting the relationship with your business partners, nothing more, nothing less.

At BluePoint Antwerpen, we’re doing the opposite: continuing to invest in infrastructure and service, because we believe experiential, human-centred marketing is the way forward.

Over 50,000 visitors in 2024, this is no coincidence. It reflects a shared conviction. And there’s no sign of slowing down in 2025 or 2026.

This is what re-humanising marketing looks like. And at BluePoint Antwerpen, we’re both witness and partner in that transformation.

Conclusion: Reinvesting in In-Person Means Reinvesting in People

Of course, we’re not being naïve. In an uncertain economic climate, every company must assess marketing decisions carefully. Live events come with real costs, and a degree of risk.

But that very uncertainty reminds us of something fundamental: nothing replaces face-to-face connection when it comes to building trust, strengthening your brand, and converting opportunities into real results.

That’s why BluePoint keeps investing, in modern infrastructure, flexible spaces, and smart technology, all with one simple goal: turning in-person into a sustainable driver of marketing performance.

Because beyond numbers and trends, one truth remains: Real relationships drive real business.

2026 is approaching fast, how will you shape your next major corporate event?

Discover why companies that choose BluePoint turn ideas into success.

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