Leveraging Emerging Technologies for Sustainable Growth and Competitive Advantage in The UK Events Sector

This study examines how emerging technologies such as artificial intelligence and the metaverse foster sustainable growth and competitive advantage in the UK events sector. Using the Technology–Organization–Environment (TOE) framework, the Dynamic Capability View (DCV), and Porter’s theory of competitive advantage, a systematic review of 42 peer-reviewed studies (2015–2025) was conducted. Findings show that AI enhances efficiency through data-driven options and carbon tracking, while the metaverse platforms expand inclusivity and experiential engagement. However, barriers including cost, governance, and digital inequality limit widespread adoption. The study concludes that sustainable digital transformation depends on organizational adaptability, ethical innovation, and collaborative policy frameworks. By integrating technology and sustainability, the UK events sector strengthens its global competitiveness while advancing responsible and inclusive industry practices.