BCD Meetings & Events has released its ninth What’s Trending 2026 guide. It is sponsored by Minor Hotels and Hilton. The report sets out what will shape meetings and events next year, with global findings and regional detail to help planners adjust programmes, budgets and formats in practical ways.
The guide says meetings are now treated as strategic spend. It also points to design trends such as immersive formats and accessibility. These are presented as tools to improve engagement, rather than add-ons, and are tied to clearer objectives and measurement across the event lifecycle.
“Meetings and events have evolved far beyond logistics. They’re now essential drivers of business strategy, connection and growth,” said Bruce Morgan, global president, BCD M&E. “Our 2026 guide reflects the conversations we’re having with clients around the world, highlighting how organizations are rethinking spend, design and purpose to drive greater impact.”
Budget pressure remains a key factor. Buyers are consolidating suppliers and prioritising events that show return on investment. The report notes growing focus on inclusive design, including for neurodiverse audiences, and on using behavioural science and storytelling to shape content and flow.
Regional highlights:
-
NORAM: Demand remains steady. Healthcare and technology show resilience despite cost headwinds.
-
UK: “Do more with less” is common. Teams are running fewer, higher-impact events and using more regional venues.
-
EMEA: Defence and automotive drive pockets of growth. Sustainability stays high on agendas, influencing venue choice and travel.
-
APAC: Cautious growth. Domestic, experience-led events are favoured in lower-cost destinations.
-
LATAM: Expansion continues despite volatility. FIFA World Cup host cities are expected to create demand spikes.
BCD M&E also lists 2026 destination picks. These are Scottsdale (Arizona), Manchester (UK), Berlin (Germany), Kuala Lumpur (Malaysia) and Mexico City (Mexico). The list spans incentives and larger meetings.
Scope and structure are global. The report covers APAC, EMEA, LATAM, NORAM and the UK, with practical guidance for each region. It frames meetings as part of wider business goals, while keeping an eye on unit costs, supplier strategy and measurable outcomes.
