From trend to reality: corporate events are getting smaller, but more frequent

The data behind the rise of smaller events

In its survey, 14.5% of respondents selected this category as a key priority, compared with 11.2% who chose large events.

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The wider market is growing too. The Monitor estimated the Italian events and live communication market at €1.123 billion, up 12.2% year on year, while 52.3% of surveyed companies expected to increase their event investments over the following two years. These figures suggest sustained interest in live experiences, with companies exploring different ways to allocate their budgets.

More occasions, more targeted objectives

Smaller-scale events make it possible to address a wider range of specific business needs by bringing the right people together at the right time—for example, through a training session for employees who need to develop specific skills or an operational workshop that brings together colleagues from different departments to tackle a concrete, shared challenge.

The appeal lies partly in the flexibility of these formats. Companies can tailor each event to its audience, location and purpose, while spreading activity across different dates. For event agencies, this means developing concepts that fit the brief and deliver a clear purpose, even when guest numbers are modest.

Smaller budgets still require careful planning

A reduced guest list rarely removes the practical work behind an event. Venue selection, catering, technical equipment, suppliers and timings all need careful coordination, whether the event welcomes twenty people or several hundred.

The Kampaay 2026 Observatory, based on 1,593 events managed during the first half of the year, examines precisely this less visible side of corporate event spending. Its focus includes smaller meetings and events costing under €5,000, whose combined expenditure can rival that allocated to major productions. For companies, frequent bookings can also mean working with a wider range of suppliers and managing more individual invoices. A clear overview of spending and supplier relationships therefore becomes increasingly important, particularly when different departments organise events independently.

In short, while organizing this type of event can be more beneficial because it fosters ongoing teamwork and can lead to greater returns, it is essential to carefully assess costs and thoroughly plan every aspect of the event.

A growing role for event agencies

As smaller corporate events become more frequent, businesses need partners who can manage individual projects while keeping the broader programme in view. A specialized agency can, in fact, help ensure consistency across different event formats, manage logistics and supplier relationships, and help the client make the most of their budget, while also providing expert advice and different perspectives when challenges arise.

Do you want to organise a team-building event for your team? Get in touch today!