The What’s Trending 2026 guide presents insights into how organisations are rethinking meetings as strategic investments amid economic uncertainty. It examines experiential design, accessibility and inclusion, including attention to neurodiverse audiences. What’s Trending 2026 provides global context, five regional deep dives (APAC, EMEA, LATAM, NORAM and the UK) and practical recommendations for consolidating suppliers, optimising spend and measuring event ROI. Bruce Morgan, Global President of BCD M&E, describes meetings and events as “essential drivers of business strategy, connection and growth.”
Key topics, regional highlights and trending destinations
Core topics covered include immersive and inclusive event design rooted in behavioural science, the prioritisation of measurable ROI, and the operational responses to budget constraints. Regional highlights summarised in the guide:
- NORAM: Stable demand; resilience in healthcare and technology despite cost pressures
- UK: “Do more with less”, fewer, higher-impact events; increased use of regional venues
- EMEA: Demand from defence and automotive sectors; sustainability remains a priority
- APAC: Cautious growth; emphasis on domestic, experience-led events in cost-effective locations
- LATAM: Growth amid volatility; demand spikes tied to FIFA World Cup host cities
