Economic uncertainty and budget constraints will continue to
shape the meetings and events sector in 2026, but organisations should still look
forward to the next 12 months with optimism, says BCD Meetings & Events
(BCD M&E).
Releasing BCD M&E’s annual What’s Trending 2026 guide,
global president Bruce Morgan writes that despite ongoing uncertainty, the sector’s
‘ability to adapt, innovate and maintain connections has never been stronger’.
“Meetings and events have evolved far beyond logistics.
They’re now essential drivers of business strategy, connection and growth,” he
said.
“Our 2026 guide reflects the conversations we’re having with
clients around the world, highlighting how organisations are rethinking spend,
design and purpose to drive greater impact.”
Top trends the What's Trending 2026 guide highlights for next year are:
Budgets in the spotlight: Planners will have to
do more with less with ROI and ROE increasingly under scrutiny.
Evolving event delivery: Immersive experiences
will be key while it also predicts an increase in networking and face-to-face
interactions and greater personalisation of meetings driven by AI.
Refined operations: There will be more
outsourcing of event management and a greater use of AI and tech to deliver efficiencies
as well as more consideration of compliance and risk mitigation
Shifting use patterns for meetings: Geopolitical
fallout may shift where meetings are held, leading to more domestic and
regional meetings, a secondary city focus, and even better use of internal
office space for events.
Current trends BCD M&E expects to become more prominent next
year, include a continued focus on achieving ROI, the rise of global procurement
and more local sourcing, from both cost and sustainability perspectives.
The guide also features regional insights and gives its predictions
on trending destinations for meetings, events and incentives for 2026. Hot
destinations include: Scottsdale,
Arizona; Manchester, UK; Berlin, Germany; Kuala Lumpur, Malaysia; and Mexico
City, Mexico.
Regional insights overview:
NORAM:
Stable demand and resilience in healthcare and technology sectors despite
cost pressures.
UK:
A “do more with less” mindset driving fewer, higher-impact events and
regional venue adoption.
EMEA:
Strong potential driven by defense and automotive sectors, with
sustainability remaining a top priority.
APAC:
Cautious growth and a focus on domestic, experience-led events in
cost-effective destinations.
LATAM:
Growth amid volatility, with FIFA World Cup host cities driving regional
demand spikes.
