Why optimism is rising even as costs, complexity, and expectations continue to increase
Dec 16, 2025
The 2026 Global Meetings & Events Forecast from American Express Global Business Travel finds the meetings industry entering next year with the highest optimism in five years, supported by stabilization after recent volatility and greater use of digital tools like AI. Meeting professionals report strong confidence in demand and budgets, though rising costs and economic uncertainty remain key concerns.
The report highlights how priorities are shifting toward creating engaging attendee experiences, adopting technology across the event lifecycle, and measuring value beyond traditional financial metrics. Sustainability, inclusion, and strategic planning are emphasized as core components of successful programs in 2026.
Key takeaways
- Industry optimism at a high: A large majority of meeting professionals feel positive about the meetings and events sector for 2026 — the highest level of optimism in five years — due to greater stability and confidence in demand.
- Costs rising is the top challenge: Despite upbeat sentiment, rising costs — including venue, catering, and overall per-attendee expenses — are the most frequently cited concern for planners.
- AI and technology integration accelerating: Many professionals plan to use AI and other digital tools throughout the meeting lifecycle to streamline planning, enhance engagement, and improve productivity.
- Focus on engaging attendee experiences: Creating memorable, personalized experiences is seen as a priority, reflecting a shift from transactional events to ones that build deeper engagement and connection.
- Return on experience (ROE) gaining importance: Beyond traditional return on investment (ROI), planners are increasingly looking at metrics that capture the quality of the attendee experience and emotional impact of events.
- Sustainability and inclusivity as baseline expectations: Environmental and social considerations are no longer optional and are expected to be embedded into event design and execution.
- Strategic planning and best practices matter: Adoption of structured policies, centralized processes, and integrated travel and event management is rising, helping planners manage complexity and demonstrate value.
- Regional nuances in outlook: While global trends are positive, regional differences in cost pressures, event types, and priorities underscore the importance of local insights for planning success.
Get the full report at Amex GBT
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