When Uncertainty Reigns, Registrations Stall: What Associations Must Do Now

In a year full of twists and tensions, uncertainty is becoming the defining characteristic of 2025. And while political analysts debate future policies, associations are quietly grappling with an immediate challenge: event registrations are stalling—and in some cases, plummeting.

Why? The data is clear: the ripple effects of government instability, economic anxiety, and shifting trade policies are shaking confidence and suppressing early commitments to events.

At 360 Live Media, we’ve tracked registration trends closely. In early 2025, one association was 76% ahead of its 2024 registration pace. Then, uncertainty struck: a new administration took office, tariffs on Canada and Mexico went into effect, and reciprocal trade barriers followed. The result? That same event ended the cycle 9.5% behind its previous year’s pace.

This isn’t an isolated case. According to CEIR, Q1 event attendance across industries dropped 8.9% from pre-pandemic benchmarks. Cvent reports that nearly half of CEOs now view economic downturn as a high-impact risk in 2025, and the U.S. has seen a 9.7% year-over-year drop in non-citizen air travel arrivals. The signs are everywhere, and they all point to a growing hesitation to invest in travel and events. Especially those perceived as optional.

Who’s Pulling Back and Why

Our research reveals three key audience segments most impacted by economic and political uncertainty:

1. First-Time Attendees – Without brand loyalty or historical value to rely on, they’re opting out or waiting until the last minute to register.

2. Senior Leadership – We’ve seen a sharp drop in attendance from top decision-makers. When time is tight and risk is high, executives are choosing only the most mission-critical events.

3. “Small Fries” – In one case, companies sending only one or two team members dropped attendance by nearly 19%, while larger groups held steady or even grew.

The takeaway: Marginal attendees are the first to disappear when uncertainty spikes.

What Can Associations Do?

Our recent research study showed that 73% trust what they hear at in-person events more than information from peer discussions, email newsletters, or news websites. The conditions have changed. Your marketing must adjust, too.

Now more than ever, associations must treat their events like essential products, not just calendar entries. That means:

• Creating Urgency: In a landscape where hesitation rules (25% of registrants now wait until the final two weeks before the event!), urgency must be engineered. Build countdown campaigns, offer limited-time pricing, and communicate exclusivity.

• Segmenting and Targeting: Focus on loyal members, local audiences, and those who’ve previously abandoned carts. Not everyone will convert—prioritize those most likely to.

• Offering Group Rates: Encourage collective decision-making. Delegations drive peer pressure and create a network effect that boosts confidence in uncertain times.

• Nurturing Early Registrants: Keep them engaged. Provide updates, sneak peeks, and shareable content so they become your evangelists, not just attendees.

Hope Is Not a Strategy. The Time to Act is Now.

Flat budgets, declining confidence, and political noise aren’t going away anytime soon. If you’re banking on your audience to behave the way they did five years ago, or even one year ago, you’re going to be disappointed. But if you lean into data, audience insight, and bold marketing strategies, you can navigate through the noise.  

Events don’t just reflect the state of the world — they shape it. Now is the time to double down on creativity, data-driven strategy, and mission-driven marketing. Because in a world full of uncertainty, your event can be a rare and powerful certainty.

Ready to elevate your event? Reach out to us any time at hello@360livemedia.com