Drawing on insights from one of the largest groups of event organisers in the country, the survey highlights how executive assistants continue to play a central role in shaping Australia’s corporate events sector.
Executive Assistants Driving the Events Industry
Executive assistants remain the backbone of business event planning across Australia, representing a significant group responsible for organising conferences, meetings, and corporate experiences for senior leadership teams.
With an estimated 60,000 to 100,000 professionals operating at the c suite level, this group holds considerable influence over purchasing decisions and event strategies. Their evolving preferences are now shaping how suppliers, venues, and destinations position themselves in a competitive market.
Activity Returns but Planning Behaviours Shift
One of the most notable findings from the survey is that event activity and budgets have returned to pre pandemic levels, aligning closely with figures from 2019. This signals a strong recovery for the industry and renewed confidence among organisations investing in face to face engagement.
However, while spending has rebounded, the way events are planned has undergone a significant shift. The traditional long lead times that once defined corporate events have been replaced by a faster, more agile approach.
Shorter Lead Times Redefine Event Planning
This shift places increased pressure on suppliers and venues to respond efficiently while maintaining high standards. Flexibility and adaptability have become essential qualities in delivering successful events in this new environment.
Convenience and Speed Lead Decision Making
In today’s fast paced corporate world, convenience, speed, and ease of delivery are now the primary drivers behind decision making. Event organisers are prioritising partners who can simplify processes, provide clear communication, and deliver seamless experiences.
This trend reflects a broader shift towards efficiency, where time constraints and operational ease are just as important as creativity and innovation.
What This Means for Suppliers and Venues
For suppliers across the business events ecosystem, the message is clear. Visibility, responsiveness, and user friendly services are no longer optional; they are critical to success.
Organisations that can demonstrate reliability, streamline their offerings, and communicate effectively are more likely to secure business in this evolving landscape. Building strong relationships and maintaining a proactive presence in the market will be key differentiators moving forward.
A Defining Moment for the Events Industry
The 2026 Executive PA Corporate Event Organiser Survey highlights a pivotal moment for the business events sector. While recovery is well underway, the expectations and behaviours of organisers have fundamentally changed.
This new era demands a balance between speed and quality, efficiency and experience, creating opportunities for those who can adapt and innovate.
Access the Full Report
The complete findings of the survey are available in the latest edition of Executive PA Magazine, offering deeper insights into trends, behaviours, and future opportunities within the corporate events industry.
Read the full report here:
https://viewer.joomag.com/executive-pa-magazine-summer-2026/0184864001770527941?short&
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