The True Cost of Doing Business in Events: What 2026 Might Look Like for Suppliers
Author - Andrew Harrison, CEO, ESSA
01/13/2026
The events industry has never been short of resilience. Adaptability is part of our DNA. We’re used to solving problems quickly, working collaboratively and finding ways to deliver, even when conditions are far from ideal.
Looking ahead to 2026, the feedback coming through ESSA’s inaugural Stronger Together survey suggests something has shifted. Resilience alone is no longer enough. Many suppliers are under sustained pressure, carrying more risk than before, and operating in a market where opportunity and challenge exist side by side.
This isn’t just another difficult cycle. It’s about the true cost of doing business in today’s events landscape, and whether that cost is being properly understood, shared and managed if suppliers are to remain viable in the years ahead.
An industry of two halves
The survey points to what I’ve described as an industry of two halves. Nearly half of event businesses surveyed (46%) are forecasting higher revenue for 2025, yet almost a third (29%) anticipate a decline. Early-year demand shows the same split, with 35% reporting more confirmed business for January 2025 than the year before, while 31% saw less.
Those numbers matter. They show that opportunity still exists, but it’s uneven. They also hint at a growing disconnect between turnover and profitability, with many suppliers delivering more work while carrying more risk to do so.
As we move towards 2026, having sight of what’s happening across the wider market and being able to benchmark your own position is becoming less of a “nice to have” and more of a necessity.
Rising costs, limited breathing space
One message comes through clearly: costs continue to rise, and for many businesses, they are rising faster than margins can cope with.
Labour, transport, materials, compliance, energy and the added complexity of working internationally have reshaped cost bases in a relatively short space of time. These aren’t marginal increases. For some suppliers, they’re enough to force difficult decisions — delaying investment, restructuring teams, or absorbing costs simply to stay competitive.
The recent Autumn Budget included measures that will benefit some businesses and workers, including changes to tax thresholds and the rise in the National Living Wage. Supporting people is essential. But for the business events supply chain, these changes also bring added pressure, particularly when combined with National Insurance adjustments, regulatory demands and rising overheads.
That pressure is compounded by a lack of understanding elsewhere in the system. Almost half of respondents (49%) told us their clients have a poor understanding of the logistical realities and true costs of delivering event services. When costs rise but expectations don’t shift, margins are squeezed and risk moves further down the supply chain.
Pricing pressure hasn’t gone away
Despite these rising costs, pricing pressure remains one of the biggest threats to supplier sustainability.
Many respondents spoke about being asked to take on additional responsibilities, accept unfavourable contract terms, or accommodate late changes and cancellations without any real opportunity to rebalance cost or risk. On paper, businesses may look busy. In practice, profitability is being chipped away event by event.
This is where the difference between revenue growth and healthy growth becomes hard to ignore. Without fair pricing, clearer contracts and realistic timelines, volume alone doesn’t deliver stability.
If this continues into 2026, we have to ask a difficult question: is the current commercial model really sustainable for the suppliers our industry relies on?
What suppliers need from clients
Suppliers aren’t asking for special treatment. What they’re asking for is fairness, clarity and partnership.
Earlier conversations around budgets, expectations and timelines would make a tangible difference. Late-stage changes, unclear responsibilities and compressed delivery schedules introduce cost and risk that can’t simply be absorbed without consequence.
There’s also a strong call for more balanced contract terms, particularly around payment schedules, cancellation policies and responsibility for outcomes beyond a supplier’s control. Fairer risk-sharing doesn’t weaken delivery. In most cases, it improves it.
And perhaps most importantly, suppliers want their expertise to be properly valued. Quality, safety, sustainability and innovation all come at a cost. When price becomes the only differentiator, the long-term impact is felt across the entire event ecosystem.
People pressures remain a defining challenge
Staffing continues to be one of the most complex issues suppliers face. While 68% of respondents said they are operating at full capacity, nearly a third are not. Recruitment has been challenging for 73% of businesses over the past 12 months, with 88% citing a shortage of skilled candidates as the primary barrier.
Retention is just as concerning. Almost nine in ten respondents (87%) identified work-life balance as the biggest challenge in keeping staff, followed closely by the high-pressure nature of the industry. Yet fewer than a third currently offer mental wellbeing support such as an Employee Assistance Programme, and less than half provide flexible or reduced hours during peak periods.
What this points to is a simple reality: recruitment alone won’t solve the problem. Developing, supporting and retaining skilled people matters just as much. Training, professional development and visible progression help build resilient teams and reduce churn, particularly in an industry where pressure is often part of the job.
This is where industry-specific training can play a practical role. Through ESSA, suppliers can access training modules designed to build capability across teams and support long-term development, helping businesses invest in their people rather than continually replacing them.
Explore ESSA’s training modules and development programmes HERE
There are positives on the horizon. The government’s new youth guarantee, including fully funded under-25 apprenticeships for SMEs, could strengthen the talent pipeline if applied effectively. But it won’t replace the need for ongoing learning and support once people are in the industry.
Sustainability progress is real, but uneven
Sustainability remains high on the agenda, but progress isn’t consistent. Encouragingly, 68% of respondents now have a formal sustainability plan in place. Nearly a third, however, still do not, and only 62% increased their sustainability efforts in 2024 compared to the year before.
That gap matters. As expectations rise from clients, venues and regulators, suppliers without a clear plan risk being left behind — not through lack of intent, but through lack of structure or resource.
Cost remains the biggest barrier, cited by 66% of respondents. For many businesses, knowing where to start, how to evidence progress, or how to build on existing efforts is the real challenge.
ESSA supports suppliers at different stages of that journey, from those creating their first sustainability action plan to businesses looking to strengthen their position through recognised industry accreditations.
Find out more about ESSA’s sustainability accreditations and pathways HERE
Why representation matters more than ever
One of the clearest messages from the survey is the need for better recognition of our industry. In fact, 98% of respondents believe the events sector deserves greater recognition of its economic contribution at a government level.
The pressures suppliers face - rising costs, workforce challenges, sustainability demands and international working - aren’t isolated issues. They’re systemic, and they require collective representation and a unified voice.
ESSA’s role going forward
At ESSA, our purpose is straightforward: to protect, support and champion the businesses that power the events industry. That means making sure suppliers are properly represented, whether that’s with government, clients, venues or across the wider sector.
The findings from the Stronger Together survey will shape how we do that. From pushing for fairer commercial conditions and stronger recognition of our sector’s value, to providing access to training, accreditation and practical tools that help businesses strengthen teams, improve retention and progress sustainability with confidence.
Just as importantly, ESSA brings the industry together. Collaboration, shared learning and a collective voice help reduce pressure on individual businesses and support a more balanced, resilient supply chain.
Looking towards 2026, the focus isn’t simply on reacting to today’s challenges, but on creating conditions where suppliers can plan ahead, invest in their people and deliver excellence without carrying disproportionate risk.
The challenges are real. So is the opportunity to deal with them together.
Not a member yet?
For suppliers who aren’t currently part of ESSA, this is a defining moment. The next phase of the industry will be shaped by those who engage, contribute and help set fairer ways of working.
Being part of ESSA means having a voice, access to practical support and training, and a role in shaping what comes next for the events supply chain.
Find out more about ESSA membership and how to get involved HERE
The full results of the Stronger Together survey are available HERE. Download the report to explore the data, insights and recommendations shaping ESSA’s work and the future of the industry.
Thank you to everyone who contributed their time and insight. Your voice is helping to shape a stronger, fairer and more sustainable future for events.
SAVE THE DATE
ESSA is excited to announce the return of its Senior Leaders Summit, taking place on 23rd April 2026 at the prestigious Whittlebury Hall in Towcester, where a lot of the solutions to this blog will no doubt be discussed.
Facilitated by Erika Clegg, author and speaker of Junk Values, this dynamic event will delve into key topics such as growth, leadership and strategy - offering invaluable insights for senior professionals.
Designed specifically for individuals who play a crucial role in driving their company’s overarching strategy, this content-rich day promises to inspire and empower leaders to excel in their roles.
Mark your diaries now, more to come soon including agenda, and how to book.
