The meetings and events industry is entering a new era of confidence and digital transformation with optimism amongst professionals reaching its highest level in five years.
Data published in the Amex GBT 2026 Global Meetings & Events Forecast shows that 85% of respondents are optimistic or very optimistic about the year ahead – up from 74% from 2025.
Part of the explanation for the upbeat mood is that the meetings sector is stabilising after half a decade of unpredictability.
Meeting professionals are focusing on the same strategic priorities and practices year-on-year, with technology aiding optimism, says the report.
The industry is using digital solutions, including AI-enabled tools, across their programmes, which will potentially help them unlock savings that can be redirected into improving attendee experience.
But respondents say that the bright outlook could be hampered by concerns about rising costs, budget cuts and the broader economic climate.
Across all meeting types, volume should remain stable or increase. The uptick in product launches suggests that companies are bringing new products to market and see events as a vital channel.
Internal team meetings are still essential, following the recent trend to reunite hybrid employees, improve collaboration and strengthen company culture.
Face-to-face formats are also continuing to recover, with more than half of meeting professionals expecting the majority of their meetings to be in-person.
Improving attendee experience remains a top priority for meeting professionals in 2026 (33%).
To create truly memorable events, attendees must be active participants rather than spectators, meeting the demand for more engaging, hands-on experiences.
Compared to five years ago, today’s attendees crave active engagement, with 42% wanting more interactive sessions including workshops or demonstrations.
The desire for more social activities and networking opportunities is also strong (40%).
AI is already playing a key role in shaping the future of events, with tech helping organisations to unlock creativity, streamline operations and elevate attendee experiences.
From generating content and themes to tracking engagement and sentiment, AI can help meetings professionals optimise budgets and deliver measurable impact.
Gerardo Tejado, Senior VP Professional Services at Amex GBT, said: “Unprecedented optimism and technological innovation are converging to redefine how we create meaningful connections. We’re witnessing a transformative moment where AI is not just a tool, but a strategic partner that empowers meetings and events professionals to deliver more engaging, impactful and intelligent event experiences with measurable impact.
“The meeting and events industry’s growing confidence – with 85% of professionals feeling optimistic about the future – reflects our collective ability to embrace change and unlock new possibilities.”
