Physical events increasingly important: “We'd rather meet in front of the fire than on the screen”

New data from Lyyti shows that the proportion of physical events is increasing every year and constitutes almost three quarters of all events organized on the platform. The trend is clearly visible at SkiStar, whose group and conference business has grown by between 6 and 15 percent annually over the past five years.

The physical meeting is becoming increasingly important for companies and organizations. New data from Lyyti shows that the share of physical events on the platform has been increasing slowly but surely. In 2023, physical events made up 69.7 percent of the events organized through the platform. This share climbed to 71 percent in 2024 and landed at 72.1 percent in 2025.

– Our data shows that the live format is the undisputed ruler of the industry. Interestingly, physical events also seem to be increasing their share. Despite digital tools being more accessible than ever, many companies choose to focus on physical events when they want to build strong relationships and drive their business forward, says Antonia Ridderstråle, marketing manager at Lyyti.

The steady increase in physical events reflects a reality where companies are looking for counterbalances to the digital workplace. For SkiStar, which packages events, team building and activities in a mountain environment, demand is part of a long-term growth journey.

– Over the past five years, our business in physical meetings has grown by between 6 and 15 percent annually. We clearly see that digital tools help us work more efficiently and solve many of our challenges. At the same time, a strong corporate culture is built on more dimensions than that, says Joel Borg, responsible for SkiStar's group and conference activities.

He emphasizes the unique value that can arise when people actually gather in one place.

– The physical meeting has a unique role in a digitalized world. Sharing experiences on site creates a completely different corporate culture and cohesion. The strategic talk is perhaps best done after a day outdoors, in front of the fire in long underwear, says Joel Borg.

The demand for physical meeting places is also visible in the registration pressure for the industry's larger gatherings. For example, this year's edition of "Future of events" was fully booked in just a few hours. At the same time, the high pressure places demands on the technology behind the scenes, regardless of whether the strategy dictates a physical live event, a digital one or a hybrid format. It is not about choosing one format over another, but about using digital platforms to ensure a successful event.

– By digitizing the processes surrounding invitations, data collection and follow-up, organizers today can work more data-driven to measure actual business value and participant benefit. Regardless of the channel in which the meeting takes place, explains Antonia Ridderstråle.