After several years of uncertainty, event planners across
EMEA are beginning to sound more upbeat. According to the latest Northstar
Meetings Group/Cvent Meetings Industry Pulse survey, optimism has surged, with
43 per cent of planners reporting a more positive outlook for their meetings
and events programmes - the strongest sentiment recorded in the past year.
Yet beneath the renewed confidence lies a nuanced reality:
planners are expecting lower attendances, planning further ahead, watching
costs closely, and preparing for smaller returns.
“I think the industry has adapted psychologically to higher
costs. The shock has gone,” said M&IT editor Paul Harvey in a panel discussion
at The Meetings Show at Excel London last week.
"But adaptation doesn't mean the pressure has
disappeared. One thing I hear repeatedly is that costs aren't necessarily
killing events - they're changing events."
The headline figures suggest momentum is back. Seven in 10 planners expect to produce more meetings this year than they did last year,
rebounding to levels last seen in 2024. Longer planning horizons are also
emerging as a defining trend. Rather than booking events a few months out,
planners are increasingly sourcing venues and destinations seven to 12 months in advance, reflecting a desire for greater certainty in an
unpredictable world.
But planners are not complacent.
Attendance projections have softened. Only 21 per cent of
planners expect attendee numbers to exceed last year's figures, down
significantly from the expectations expressed a year ago. Exhibitor and
sponsorship revenue tells a similar story, with just 17 per cent anticipating
growth.
Cost pressures continue to shape decision-making. Airfares,
rising service costs and geopolitical concerns remain among planners' biggest
worries, even though overall concern levels have eased compared with last year.
To protect themselves, planners are building more flexibility into venue
contracts, seeking attrition protection, variable-rate clauses and safeguards
against late registration fluctuations.
Harvey said: "Cost pressure hasn't gone away. It's
simply become part of the planning environment.”
Jason Gutteridge of Cvent, another member of the panel,
agreed costs were shaping decision making. He also noted that while lead times are lengthening, planners are are taking longer to sign contracts.
“I do think people are booking further out, but obviously there
are contracts. Are the customers signing the contract? As they get further in,
some [events] have contracted, but it’s taking a while to get to that. Hotels
have that worry. Do they take the risk and hope they have a job?”
Destination preferences are shifting as well. Asia-Pacific
has become increasingly attractive, while interest in the United States has
cooled. Europe remains the region where most planners expect future growth
opportunities, though the Middle East and Asia-Pacific are viewed as
increasingly promising markets over the next five years.
Identity’s George Perry noted a growing trend for smaller, local
events among large companies.
“The big brands like Amazon and Cisco are thinking ‘do we
want to send 40,000 people to a venue in Barcelona, or do 10 events they can
personalise to the location? They have to deal with the sustainability issue
around flying and there’s the global uncertainty. Things can change overnight,
as we’ve seen in the Middle East. If the event happens in the location they are,
it ticks a lot of boxes and it makes sense to me.”
Technology continues to play a growing role, particularly
artificial intelligence (AI). While roughly a third of planners remain cautious
about AI adoption, many are already using it for content creation, translation
and sourcing support. Tellingly, over half report measurable efficiency gains
from AI, making time savings the clearest return on investment. Looking ahead,
planners see potential for AI in supplier negotiations, contract analysis and
improving data quality.
Download the Northstar Cvent Meetings Industry PULSE Survey EMEA Q2 2026 here
