The meetings and events sector will ‘continue to enjoy a
golden era of event creation and industry success’ in 2026, predicts the author
of IBTM’s Trends Report 2025.
Despite head winds around the world, such as war, travel
restrictions and tariffs, the overall picture of the industry is one of growth
and resilience, writes author Alistair Turner, managing director of Eight PR
& Marketing.
“This is one of the most dynamic and positive reports of the
last five years, as we explore why events and experience continue to grow as an
industry,” he said.
For 2026, the outlook is a positive one, underpinned by high
levels of industry confidence, drawn from data from over 140 sources.
Trends are predicted in five areas: Cultural; event technology;
business; experience and regional with an emphasis on future-proofing the
industry’s growth.
Key trend highlights:
- A greater focus on transformational events.
“For companies to stay relevant and hold the competitive edge, they must move
from being experience providers to transformation architects. The future of the
industry lies not in events that we attend, but in experiences that become part
of who we are”
- Ultra accessibility in an ageing world: Better
planning in events for older delegates. “There is a need to design for
longevity. We are living longer than ever before, and with that comes an
evolution in our physical, sensory, and cognitive needs.”
- The rise of glocalisation: The return of
smaller localised events that are influenced by global trends. “Local and
regional events will make up the majority of programming across 2025 and there
is no indication to suspect that this will not continue into 2026. The trend,
driven by rising travel costs, CSR targets and the need to stay grounded in attendees’
communities, once again supports this assertion.”
- AI to evolve. The growth of AI technology
will continue with Large Language Models (LLMs) moving to agentic which can perceive,
plan and act. “AI is already being shown as capable of tackling everything from
sustainability goals, ethical design and accessibility to the benefit of people
and communities. Its future is certain; it needs to be handled with care and
responsibility.”
- Increased
reliance on automation and analytics. Automation in logistics and oerations
is ‘transforming event delivery’ says the report, predicting a rise I the use
of facial recognition and contactless check-ins, as well as AI-led session scheduling.
“These efficiencies free up human energy to focus on experience and could
underpin the industry’s continued trajectory of growth.” Meanwhile, organisers will
pore over post-event analytics: “Organisers are using AI to
identify which sessions had the highest attendance, which speaker traits drive
positive feedback and which networking formats yield long‐term
business connections. Predictive modelling helps forecast what next year’s audience will expect.”
The report also highlights how
the industry’s growing success is attracting increased attention from the
financial sector. With a rise in startups, investment activity, and mergers and
acquisitions, capital is beginning to view events as a stable and promising
investment.
There are also sections assessing the future for association meetings, pharmaceuticals, corporate events and incentives, as well
as focuses on specific regions.
Lucy Dyer, conference content manager,
IBTM World, said: “We trust the insights within the report will empower readers
to drive progress and strengthen the industry locally, regionally, and globally.”
