BCD Meetings & Events (BCD M&E) has released its annual What’s Trending 2026 guide, sponsored by Minor Hotels and Hilton. Now in its ninth edition, the guide explores the forces shaping the meetings and events industry in the year ahead.
What’s Trending 2026 provides global insights, regional trends and practical guidance for organisations adapting to ongoing shifts in how meetings and events are planned and delivered. Topics include meetings as strategic investments, experiential and immersive event design and the growing importance of addressing neurodiverse audiences. The guide also features an in-depth analysis of five regions: APAC, EMEA, LATAM, NORAM and the UK.
“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 organisations are rethinking spend, design and purpose to drive greater impact.”
According to the guide, economic uncertainty and budget constraints continue to shape the industry, prompting organisations to consolidate suppliers, optimise spend and focus on high-impact experiences that deliver measurable ROI. Immersive and inclusive event design — rooted in behavioural science, accessibility and storytelling — is fast becoming the gold standard for engagement.
Regional insights:
- NORAM: Stable demand and resilience in healthcare and technology sectors despite cost pressures.
- UK: A “do more with less” mindset driving fewer, higher-impact events and regional venue adoption.
- EMEA: Strong potential driven by defense and automotive sectors, with sustainability remaining a top priority.
- APAC: Cautious growth and a focus on domestic, experience-led events in cost-effective destinations.
- LATAM: Growth amid volatility, with FIFA World Cup host cities driving regional demand spikes.
The guide also outlines trending destinations for meetings, events and incentives for 2026: Scottsdale, Arizona; Manchester, UK; Berlin, Germany; Kuala Lumpur, Malaysia; and Mexico City, Mexico.
