Geopolitical uncertainty, climate disruption and continued cost pressures are changing how organisations plan meetings and events, while advances in AI are creating new opportunities to improve efficiency and demonstrate business value, according to the annual trends guide from BCD Meetings & Events (BCD M&E).
The 10th edition of BCD M&E’s Meetings & Events Trends, sponsored by Meliá Hotels International, examines how organisations will need to adapt their approach to planning and delivering events in 2027.
At the centre of the report are four major shifts expected to define the year ahead:
· Resilience becomes a design discipline, as organisations embed climate, geopolitical and operational risk into planning from the outset
· AI moves from experimentation to accountable value, with greater focus on governance, measurable impact and practical application
· Attention and trust must be earned, as attendees become more selective about where they spend their time
· Meetings and events become a managed strategic investment, with organisations taking a portfolio approach aligned to business priorities
Beyond the four shifts, the guide covers the 2027 leadership agenda, the role of creative, return on value and sustainability.
Bruce Morgan, global president BCD M&E said: “If the last 10 years have shown us anything, it’s the remarkable resilience of this industry. We’ve faced extraordinary challenges, but meetings and events continue to adapt. Looking ahead to 2027, we’re investing in our people and technology to help our customers respond to change and deliver greater business impact.”
In addition to global industry trends, The Trends includes regional outlooks across APAC, EMEA, LATAM, NORAM and the UK, offering directional insights into how market conditions, cost pressures, regulation and destination demand are expected to vary across regions.
APAC
For APAC the report says that the region enters 2027 with strong variation between mature premium hubs and fast-developing markets.
Singapore is expected to retain its position as a leading regional center for meetings and events, though it remains a premium destination. Bangkok continues to appeal where planners value flexibility and relative affordability.
India and China will continue to lead regional growth, with investment and business activity increasingly extending beyond traditional metropolitan hubs. Interest in emerging destinations is also growing across Southeast Asia, supported by increased
investment, expanding event infrastructure and supply-chain diversification.
These destinations are giving planners more options beyond established hubs, particularly where organizations are looking for distinctive experiences and competitive value.
Air travel costs will remain an important consideration given the region’s scale and reliance on aviation, with fuel prices having a direct impact on airfares. Food waste is also becoming a more practical sustainability priority in destinations where banqueting is central to the experience
EMEA
Europe faces moderate economic growth, regulatory uncertainty and cost pressures, particularly rising energy costs in some markets.
Increased government-led defense spending is expected to provide further growth opportunities.
Barcelona, Madrid and Lisbon remain attractive European options, while Cape Town, Marrakesh and Istanbul are also highlighted as leading destinations across the region. Dubai and Abu Dhabi face ongoing challenges linked to instability in the Strait of Hormuz and the wider Middle East.
Instability in parts of the Middle East has heightened the importance of duty of care, traveler communication, contingency planning and destination perception. Strategic Meetings Management Programs can support a more coordinated approach to these risks.
AI adoption is likely to be shaped by transparency, governance and compliance, as the European regulatory framework develops.
Demand remains strongest in life sciences, including pharmaceuticals, biotech, medtech and healthcare. Technology and digital innovation, defense companies, financial services, manufacturing, engineering,
automotive and government-led activity also remain important sources of demand.
NORAM
The NORAM market enters 2027 with stable demand and greater financial discipline.
Budgets are expected to remain broadly flat for many organisations, increasing pressure on planners to protect experience quality while controlling cost and showing value.
Financial services, professional services, healthcare and life sciences remain important areas of activity. Transport, energy, food and beverage costs continue to influence destination choice and overall program design.
Visa policy, cross-border travel conditions and changing perceptions of U.S.-bound meetings may influence attendance decisions for some international groups.
Agency consolidation, outsourcing of selected planning or creative functions and demand for flexible external expertise are likely to shape sourcing strategies in the year ahead.
LATAM
LATAM enters 2027 with resilient demand supported by a strong culture of in-person business.
The outlook is cautiously positive, though economic and political conditions will continue to shape decision cycles and lead times.
Mexico and Brazil are central to regional program strategies, with growing interest in multi-country activity. Colombia is also seeing increased regional importance, with some companies centralizing
operations and setting up teams there to support neighboring markets.
In Brazil, tax, labor and cost considerations may increase planning complexity, with a growing shortage of skilled personnel adding further pressure to event planning. Across the region, shorter lead times are likely to continue where organizations want to keep flexibility amid uncertainty.
At the same time, experience-led formats, attendee engagement and practical AI use cases are gaining importance.
Agency consolidation is also expected to continue, alongside ongoing competition and the emergence of new local players.
In Argentina, meetings and events retain strategic commercial importance, although demand is expected to become more cautious in the second half of the year amid economic uncertainty linked to the presidential elections.
The Meetings & Events Trends 2027 is intended to support events leaders as they plan for the year ahead and make smarter decisions about where, why and how they bring people together. Access the full report here.
