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WORLDWIDE – GLOBAL MEETINGS & EVENTS FORECAST 2026: OPTIMISM, AI AND A FOCUS ON EXPERIENCES
Optimism is the key word of the Global Meetings & Events Forecast 2026, presented at IBTM World by Sofia Eriksson and Arnau Canyadell from AMEX GBT Meetings & Events. The study, based on surveys of more than 600 meetings industry professionals and in-depth interviews with sector leaders, reveals a scenario of strong confidence.
The industry looks toward 2026 with highly positive expectations: 85% of professionals are optimistic or very optimistic about the year ahead. This confidence is also reflected in budgets, which are expected to increase compared to 2025, despite a series of challenges that continue to shape the daily work of organisers.
Among the main obstacles identified are rising costs, economic uncertainty, budget cuts, limited venue availability, and the growing need to design events more aligned with audience expectations. To respond to this context, organisers will need to find new and creative ways to manage costs without compromising the quality of the experience.
Artificial Intelligence Across the Entire Event Lifecycle
Artificial Intelligence will be embedded throughout event planning and execution in 2026. Half of respondents (50%) state they will integrate AI across the entire event journey. Other highlighted trends include:
- 34% will use AI to generate creative concepts;
- 40% will invest in event apps with AI-powered features;
- 28% will use AI to monitor participant experience.
This expansion of technology confirms AI as a strategic tool, both for operational efficiency and for the personalisation of experiences.
Top Priority: Immersive Experiences
Creating truly engaging experiences emerges as the main priority for event organisers in 2026. Audiences no longer want to simply attend — they want to participate. Participants increasingly look for interaction, networking opportunities, and tangible sustainability measures. The data shows:
- 42% highlight the importance of interactive formats, such as workshops;
- 40% value moments dedicated to socialisation;
- 40% want sustainability measures integrated into the event.
Smart Measurement
The way event success is evaluated is also changing. A significant portion of professionals is already using technology to generate more complete insights:
- 28% use AI for post-event evaluation;
- 36% rely on data and ROI measurement tools.
The Global Meetings & Events Forecast 2026 confirms that the meetings industry is preparing for a year of growth, widespread technology adoption and increasingly participatory experiences — all within an environment that demands creativity and adaptability.