Collaboration in events: is it essential to work closer with competitors?

Collaboration in events is now more imperative than ever.

This doesn’t just mean deepening existing collaborative relationships with partners- it means embracing an industry-wide shift in cooperation between competitors.

The following article will break down what this looks like, including answering the following questions:

• Has ‘healthy competition’ between event professionals become unhealthy?
• How can collaboration in events work between competitors?
• Can greater cooperation between rivals solve the number one challenge in the events industry?
• Will better collaboration in events create more opportunities for all parties?

As we move further into a tech-driven future, being overly competitive in the events industry could be self-sabotage.

Has ‘healthy competition’ between event professionals become unhealthy?

The short answer is no (at present). But all the evidence suggests that if we don’t redefine the meaning of ‘healthy competition’ between event companies, the long-term answer will be different.

Rivalry between companies in any industry is normally a good thing and still is to a degree.

Competitors measure themselves against one another, push one another to be better and give their target audiences options – which puts customers in a better position (especially when negotiating contracts).

Competition is one of the root causes of evolution in tech, strategies and products.

Now that the industry has reached a point where AI, data and technology adoption are key, trying to compete too aggressively will no longer be considered healthy.

We must prioritize collaboration in events for all companies to stay ahead.

Strategic cooperation between competitors is now an invaluable asset that leaders cannot ignore.

Knowledge, resource and data sharing are the only ways event companies can keep pace with buyer expectations.

Ignoring the opportunities this cooperative approach to the future presents, in favor of the more traditional ‘be the best’ mentality, will be damaging not only to companies with this mindset but to the industry as a whole.

This doesn’t mean event companies shouldn’t still compete and continue striving to be the best at what they do.

It means embracing more friendly competitive approaches while prioritizing collaboration.

How can collaboration in events work between competitors?

By understanding that it is still acceptable to maintain a level of healthy competition within their specific niches.

Alongside this, organizers must recognize that they are part of a wider event industry collective that needs to increase cooperation among competitors.

A crucial step in fostering greater collaboration in events is recognizing the challenges it will help overcome.

The recent Event Tech Forecast 2026 by ExpoPlatform revealed a significant perception gap in how event companies adopt new technology.

74% claim to be ahead of the curve in terms of tech adoption – yet 45% claim they have seen little impact on their overall business model.

Staying ‘ahead of the curve’ or rather – ahead of competitors is hindering companies from getting the true value out of technology.

Business leaders can share lessons learned from implementing tools that did not yield the expected results.

This enables the event industry as a whole to narrow down which tools improve processes and in turn, this will close the perception gap.

Frequent cross-organizational working groups must be developed to share resources and establish AI best practices.

The result will be collective intelligence that drives overall industry improvement and success.

Can greater cooperation between rivals solve the number one challenge in the events industry?

The number one challenge that event professionals have cited is integrating new software with existing systems.

The Event Tech Forecast 2026 revealed that almost three-quarters of the industry believe integration is the biggest hurdle they face.

This also aligns with the number of companies that believe they are above average in technology adoption.

Stephan Forseilles, CDO of Easyfairs, claims that integration itself isn’t the issue – what’s needed to make it simple is better collaboration in events.

He said: “Integration is easy. What’s difficult is the underlying data models – there’s no overarching data model of our industry. Everybody does things differently.”

To overcome this challenge, companies must first look internally to ensure the cleanliness of data.

However, the endgame is to make data more accessible and shareable to create the industry-wide model Stephen speaks of.

We can only achieve this through in-depth collaboration between competitors who align on which tools to adopt.

So yes, cooperation in events is the answer to overcoming the industry’s biggest challenge – now we just need to get moving.

Will better collaboration in events create more opportunities for all parties?

Cooperation between competitors within the events industry will almost certainly lead to more opportunities for organizers, venues, exhibitors and buyers alike.

Which is why the era of ‘co-opetition’ must be embraced in our approach to tech adoption.

The industry must now learn how to flex its collaboration muscle more than ever.

By leveraging a shared vision and collaborating on high-level goals, all parties will deliver increased value to all audiences.

We have entered an era of ‘co-opetition’ in our approach to tech adoption.

Challenges that have been a thorn in the side of organizers for years, such as – the integration of emerging technologies and staying relevant as an in-person industry in the digital age.

Removing these hurdles will create a more frictionless market and enable easier access for buyers.

Having standard practices for AI, trade tools and an overarching data model will be key to achieving this.

By being partners in one market (the events industry) and competitors in another (the target market for each event), businesses have a rare opportunity to have their cake and eat it too.

They will simultaneously reap the benefits of staying competitive while gaining the rewards from collaboration in events as a whole.

The industry will perform better, more efficiently and stay in step with technological evolution.

Buyers will have easier access to sellers, which ensures both industry relevance and enhanced value.

This is the era of collaboration – trying to outdo competitors now is detrimental to achieving success.

To learn more about this and bring the most relevant industry tech to your next event, book a demo with ExpoPlatform.