How to Choose the Best Dates for Your Business Events

The success of a business event depends on many factors, including the venue, programming, and location. However, one often-overlooked element can determine whether an event thrives or barely survives: the choice of dates.

Every conference competes for time on an attendee's calendar. Overlapping with a holiday or major industry event can be disastrous for attendance. To ensure you pick the best possible dates for your business event, Skift Meetings created the following resources:

• Dates to Avoid for Events in 2025
• Dates to Avoid for Events in 2026

For planners, selecting a date is not merely logistical, it’s tactical and can directly influence an event’s bottom line. The takeaway is clear: Don’t just pick a date, pick the right date.

While some holidays are off-limits for meetings — Christmas, Thanksgiving, Rosh Hashanah, and New Year’s Day, for example — others have emerged as unexpected opportunities.

Michael Dominguez, president and CEO of Associated Luxury Hotels International (ALHI), shared an example where a meeting group specifically requested Presidents’ Day weekend in the U.S., a time traditionally considered unconventional for business events. Surprisingly, attendance didn’t suffer.  

“Coming out of the pandemic, groups needed to meet, and they took chances on dates and patterns and what they found was it wasn't detrimental to attendance no output,” said Dominguez.

The backlog of postponed events during the pandemic caused a compressed calendar and forced planners to explore alternative dates. The result? An evolution in how attendees view holidays. While some remain no-gos, others appear feasible in light of strong attendance numbers.

The message for planners is clear: Don’t just pick a date, choose the right date. 

Factors to Consider When Choosing the Date of a Business Event

• Know Your Audience: Understand the cultural, religious, and industry-specific preferences of your target demographic.
• Adapt to Change: The pandemic demonstrated that flexibility can lead to unexpected opportunities. Reconsider traditional scheduling “rules.”
• Leverage Data: Resources like Earth Calendar, a global database of state and religious holidays, helps identify potential conflicts, ensuring planners don’t inadvertently clash with important observances. Another useful resource is Time and Date, which lists holidays and observances in the U.S.
• Communicate Early: Once dates are set, communicate them as early as possible to maximize participation and avoid conflicts.
• Accommodate: If the meeting is being held over a holiday, consider dietary restrictions. For example, if a meeting is being held over Passover, some attendees may still attend if you can provide Kosher food options.

Beyond holidays, it’s critical to consider industry-specific factors. Are there major trade shows or competing conferences happening nearby? 

Make sure there is no regional significance of the dates you are considering. In some cultures, even auspicious or inauspicious days can influence attendance.

President Donald Trump’s executive orders aimed at curtailing diversity, equity, and inclusion programs may impact holidays like MLK Jr. Day, Juneteenth, Holocaust Remembrance Day, and more.