five panel members sit on stools in front of a blue screen laughing with each other

What does the future of events look like when creativity, technology, and wellness converge?

29 Oct 2025

At this year’s SXSW Sydney, ICC Sydney hosted a powerful forum that brought together more than 55 event professionals to unpack a big question: What does the future of events look like when creativity, technology, and wellness converge?

In a fast-moving world where attendee expectations are higher than ever, the session explored the intersection of creativity, technology, and wellness – and how these elements can shape events that are more inclusive, immersive, and meaningful.

Led by Toni McAllister (ICC Sydney), the panel featured expert insights from Jono Whyman (SXSW Sydney), Kobe Elliott (Tech Council of Australia), Jodie Sangster (Australian Centre for AI in Marketing), and Jess Zickar (ICC Sydney). The top takeaways from thought leaders paving the way for engaging and innovative events that resonate with attendees of all generations are unveiled below…

When asked about emerging event delivery trends around wellbeing and technology, and in the creation of the infamous SXSW Sydney festival, Co-Managing Director, Jono Whyman said “It’s about finding the right balance between standard learning and creative inspiration.

A room full of people watching a panel “I love that we have a statistic showing 75% SXSW attendees leave with increased enthusiasm for their own roles and jobs – even if they don’t take away specific facts or ROI data, they still leave energised and excited. We conduct two surveys annually, and based on that feedback, we decided to lower our average price point by 40% and introduce a free day option. I really value that data-backed insight – it’s so important, and I’m proud we’ve been able to create these new opportunities for next year,” Whyman said.

When asked about the need to embed wellness into events, Tech Council of Australia Head of Brand & Experience, Kobe Elliott said, “The key word here is ‘embed’ – how do we encourage people to show up present, open, and ready to engage in meaningful conversations? At the Tech Council, we make sure our attendees feel calm, confident, and valued.

“Our core mission is to connect people, so bringing one’s whole self to a business event is becoming increasingly important. Embedding wellness and inclusion into events helps retain younger generations within their career ecosystems. There is also an increased need to provide access to programs for underrepresented groups in our industry. It’s vital to examine their entry pathways to ensure they are supported and welcomed into the field,” Elliott said.

When discussing integration of technology and AI into events, Australian Centre for AI in Marketing Founder, Jodie Sangster said, “When we talk about the future of events, one key foundation will be data – having all your attendee and delegate information in one place and truly understanding it. That’s how you can leverage AI to your advantage. But it’s essential to have consent, transparency, and control – not just over the data, but also over the technology itself.

“Events have a unique opportunity. In a world where it’s increasingly hard to tell what’s real and what’s not, the one thing we can’t escape is the power of coming together as humans and sharing with each other,” Sangster said.

ICC Sydney Corporate Social Responsibility Manager, Jess Zickar also reiterated, “Human connections will always be essential. It’s one of the key things people truly seek – authentic human connection. Today, it’s absolutely imperative that this connection is baked into the cake of any experience, and is not just the cherry on top.

“The same goes for social impact. People expect integrated solutions that address accessibility, sustainability, diversity, and inclusion. Wellness cannot be separated from accessibility, inclusion in creating a welcoming environment.

“Much of the best thought leadership comes from marginalised groups who haven’t always had the chance to speak up – and that’s why it’s so important to encourage people to bring their whole selves to work,” Zickar said.

Overall, from personalised, inclusive programming, to the vital role of data in decision-making, clear themes emerged:

✅Understand your client journey, set your intentions and activate the appropriate technology, including AI, to enable these.
✅To move forward, we must build integrated solutions that prioritise sustainability, accessibility, and inclusion.
✅Use programming to create wellness or soul-enriching experiences as well as professional experiences.

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