The meetings and events industry has stabilised after years of disruption, but professionals now face intense cost pressures and rising demands for measurable value, according to BCD Meetings & Events’ 2026 Global Client Survey.
While most organisations expect budgets (57%), event volume (56%) and event size (70%) to remain stable, more than a third (36%) now identify demonstrating return on investment (ROI) as a key internal influence shaping meetings and events programmes.
“Clients are functioning in a far more disciplined environment, where cost pressure, governance, and ROI expectations shape every decision,” said Bruce Morgan, global president, BCD Meetings & Events. “Organisations generally aren’t asking for more events; they want more value from the events they already run.”
Cost pressure remains the industry’s most significant external challenge, according to 85% of respondents, while organisations are also navigating increased complexity driven by cost containment measures (80%) and structural changes (48%). Together these findings point to a shift from rebuilding programmes to optimising them, making every event work harder and deliver greater strategic value.
“Budgets might be stabilising, but expectations certainly aren’t,” said Morgan. “That’s changing the way programmes are planned and measured – it’s creating greater demand for partners who can help customers navigate complexity while demonstrating clear business outcomes.”
Additionally, sustainability remains important but is becoming more selective and practical. Organisations are prioritising actions that are easier to implement and deliver measurable impact, such as traveling more sustainably (43%) and recycling materials throughout events (32%). Broader or more complex initiatives, including carbon offsetting and zero‑waste policies, have declined year-over-year, reflecting a more realistic approach aligned with governance and budget realities.
The survey findings suggest organisations are shifting their expectations from execution to strategic partnership, from activity metrics to outcome accountability, and from broad sustainability goals to targeted, realistic implementation. As programmes mature, meetings and events are increasingly evaluated through the lens of business impact rather than activity alone.
The survey, conducted between January and March 2026, gathered insights from 240 senior meetings and events stakeholders across North America, Europe, the UK, Latin America and Asia-Pacific.
Access and download the full Global Client Survey, here.
