BCD Meetings & Events (BCD M&E) has published its annual What’s Trending 2026 guide. The guide is in its ninth edition and explores the forces shaping the meetings and events industry over the year ahead.
Sponsored by Minor Hotels and Hilton, 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.
North America is seeing stable demand and resilience in healthcare and technology sectors, despite cost pressures.
In the UK, a “do more with less” mindset is driving fewer, higher-impact events and regional venue adoption.
In EMEA, strong potential is being driven by the defence and automotive sectors. Sustainability remains a top priority.
Across APAC, there’s cautious growth and a focus on domestic, experience-led events in cost-effective destinations.
Meanwhile, LATAM has both growth amid volatility. FIFA World Cup host cities are driving regional demand spikes.
The guide also outlines the destinations trending for meetings, events and incentives for 2026. They are Scottsdale, Arizona; Manchester, England; Berlin, Germany; Kuala Lumpur, Malaysia; and Mexico City, Mexico.
“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,” he continued.
The guide highlights that economic uncertainty and budget constraints are continuing to shape the industry, prompting organisations to consolidate suppliers, optimise spend and focus on high-impact experiences that deliver measurable retun on investment (ROI).
Immersive and inclusive event design, rooted in behavioural science, accessibility and storytelling, is key to engagement.
