PurposeThe aim of this study is to understand the transformations that the event industry has undergone during the COVID-19 pandemic and what changes still may happen in the future, here according to business event managers.Design/methodology/approachBeing explorative in nature, the study adopts a qualitative research design based on semi-structured in-depth interviews submitted to a purposive sample of 26 Italian business event agency managers.FindingsThe findings reveal that the pandemic boosted the digital transformation of the event industry, spurring organizers to recraft and execute their business models. Such changes may give rise to important ethical concerns that should be carefully considered by academics, professionals and policymakers.Research limitations/implicationsThe research is based on a purposive sample of Italian business event managers. Therefore, in addition to be country-specific, the research includes only a single typology of business event stakeholders.Originality/valueThe article points out possible counterintuitive considerations that may rise related to the ethical issues emerging from the adoption of novel business models in the event industry after the COVID-19 pandemic. The study suggests possible objects of reflection for scholars, event managers and policymakers to plan and organize a more equitable and sustainable business in the future.