Amex GBT 2026 Global Meetings & Events Forecast: Optimism Hits Five‑Year High as AI and Experiences Lead, Even as Costs Rise

American Express Global Business Travel’s 15th Global Meetings & Events Forecast reports 85% of meeting professionals are optimistic about 2026, with in-person formats now the norm and “memorable attendee experiences” the top priority for a second year. Budgets are set to rise but may lag inflation, making cost the No. 1 challenge. AI adoption is accelerating across the event lifecycle—from ideation and content to engagement tracking and post-event evaluation—while sustainability and inclusion are increasingly embedded, though measurement gaps persist.

Stability returns as in-person rebounds

The 2026 Global Meetings & Events Forecast from American Express Global Business Travel (Amex GBT) finds the sector settling after years of disruption, with 85% of meeting professionals optimistic about the year ahead—its strongest reading since 2021. In-person formats are firmly re-established, and volumes across most meeting types are expected to be stable or higher. Growth is most substantial for product launches—signalling new-market activity—and internal team meetings that reconnect hybrid workforces and support culture and collaboration.

Budgets rise, but cost pressures intensify

Most respondents expect budgets to increase in 2026, but not necessarily enough to cover higher prices. Cost is the top planning challenge (38%), followed by macroeconomic uncertainty (32%), keeping up with evolving attendee needs (31%) and budget cuts (30%). Seven in ten (71%) anticipate a rise in cost per attendee, with wage inflation and food and beverage price increases adding pressure even as hotel rate growth moderates. Planners are pairing familiar levers—venue downgrades, format shifts, leaner on-site staffing and reduced F&B—with newer tactics. More than a third (35%) are seeking supplementary funding such as sponsorships, and some are moving events to secondary cities or less in-demand days to stretch spend. Organizations are also leaning harder on preferred-supplier programs to consolidate volume and bolster negotiating power.

Experience moves to the center

For the second year in a row, the No. 1 priority is to “improve attendee experience with more memorable events.” Attendees want to participate—not just sit and watch. Compared with five years ago, 42% of planners say demand is up for interactive sessions (e.g., workshops), 40% for social and networking opportunities, and 40% for visible sustainability actions onsite. Personalization is also increasing (37%), as is interest in local events (34%). Shorter sessions and longer networking breaks are replacing both sprint- and marathon-style agendas, and multi-generational audiences are pushing organizers to create “micro-communities” that keep different cohorts engaged.

Destination and venue: logistics, safety and value

Cost remains the most significant factor in destination (38%) and venue (30%) selection, with ease of travel close behind (destination 37%; venue 26%). Safety and security rank highly: 34% prioritize destinations that are safe and secure for all attendees, and a quarter cite concerns about economic and political instability when shortlisting locations. The ability to host hybrid meetings (22%) continues to influence venue choices, and sustainability assessments are increasingly part of the decision set. In a crowded calendar—and an era of social discovery—planners are also using distinctive venues to shape mood and energy, from museums to sports arenas.

AI moves from pilot to program

Meeting professionals see artificial intelligence as a force multiplier for creativity, productivity and engagement. Half plan to use AI in 2026 for ideation and agenda-building; four in ten expect to deploy AI-powered event apps with personalized agendas and intelligent networking. Around a third cite use cases across the lifecycle: AI-generated concepts and themes (mid-30s%), content creation (31%), engagement tracking (31%), AI-powered matchmaking for attendees and sponsors (35%), and chatbots for planners and delegates (29%). Post-event evaluation (28%), translation (23%), registration (23%) and logistics optimization (29%) are also in scope. With personalization rising, data governance is top of mind: 28% say their organizations have added AI-related guidelines to their meeting policies, and planners are scrutinizing third-party tech providers’ privacy and security practices.

Sustainability and inclusion are embedded—but measurement lags

Sustainability is now a baseline expectation, particularly among younger audiences. Nearly two in five organizations (38%) have a sustainable meetings policy. Everyday actions include minimizing disposables and prioritizing sustainable materials and production (34%), serving sustainable F&B (33%), prioritizing sustainable venues (31%) and waste-avoidance practices such as food donation (30%). Yet only 25% currently track CO2e emissions, and just 28% plan to improve sustainability metrics next year—a gap that could complicate ROI discussions. Inclusion is broadening relevance and deepening engagement: 35% report accessibility measures (e.g., accessible transport, captioning, low-sensory rooms), 33% have implemented inclusive content and communications, and 28% have expanded on-site inclusion (e.g., gender-neutral restrooms, diverse dietary options). Wellness features—mindful breaks and restorative activities—are being designed with greater intent.

Policy and measurement: progress, with gaps

Program rigor is increasing. Three-quarters (76%) now use meeting approval processes; 73% have centralized staff for planning and execution; 72% use dedicated meetings technology; 68% include virtual/hybrid and small/simple meetings in scope; and 67% incorporate inclusion and culture considerations. Still, many elements are not fully embedded in policy: only 36% explicitly address safety and security, 28% address AI, and about a quarter address preferred supplier use, planning technology, health and wellness, accessibility and inclusion, or post-event satisfaction surveys. Measurement is evolving from pure ROI to “return on experience” (ROE)—a qualitative gauge of whether the event achieved its strategic and emotional objectives. While just 24% include ROI metrics and 26% mandate post-event surveys in policy, 36% plan to use data/ROI tools in 2026, and 28% expect to use AI for post-event evaluation—signs of more robust, tech-enabled measurement ahead.

Technology on-site: from AV to wearables

On-site tech is elevating production value and interaction. Planners expect to use advanced audiovisual tools (35%) such as LED walls and AI camera tracking, live polling and feedback (31%), streamlined check-in (29%) and QR codes (26%). Digital gifting (23%), VR (20%), wearables (19%), digital photo booths (15%) and holographic content (15%) are also in the mix, supporting both in-room audiences and broadcast-quality streams for remote participants.

Travel logistics and risk management

To simplify logistics and improve the attendee experience, planners expect 43% of their 2026 meetings to include group air management. About half use the same provider for managed travel and meetings, consolidating planning and data. Risk remains a central filter: 34% prioritize safety in destination decisions, and 25% weigh economic and political stability. Planners report closer scrutiny of venues’ emergency plans and contingency measures as part of the duty of care.

Regional snapshot

– North America: Most optimistic region (93% optimistic). Spending is increasing for 95% of respondents, and roughly half of meetings remain in person only. Top priority is incorporating the latest technology, with AI-powered matchmaking a leading planned use case—top destinations: Las Vegas, Chicago, New York. Major events, including the FIFA World Cup matches across the U.S., Mexico and Canada, and the U.S. Semiquincentennial, will tighten availability in some markets.

– Latin America: 79% optimistic and 85% expect spending to rise. Attendee experience is the top priority; AI-powered matchmaking is the top planned AI use. Mexico City, Bogotá and Buenos Aires top the destination list. Inflation and contract flexibility are front-of-mind.

– Europe: 91% optimistic, 90% expect increased spend. Reducing costs is the top priority; event communications is the leading AI use case. London, Madrid and Barcelona are top destinations. The Milano Cortina 2026 Winter Games and other major sports events are likely to impact availability.

– Asia-Pacific: 74% optimistic, 82% expect spending to rise. Improving attendee experience tops priorities; event communications is the leading AI use case. Singapore, Bangkok and Sydney rank highest as destinations. Large-scale regional events are expected to tighten supply in key hubs.

Methodology

Findings are based on a YouGov survey of 601 meeting professionals across eight countries, fielded July 14–21, 2025. Insights from the Amex GBT Meetings & Events industry panel—comprising customers, partners and internal specialists—are included throughout the report.