BCD Meetings & Events (BCD M&E) has released its 2026 Global Client Survey, revealing that the global meetings and events industry has entered a more stable phase after years of disruption. However, event professionals are now facing increasing cost pressures, stronger governance requirements, and growing expectations to demonstrate measurable return on investment (ROI).
The survey indicates that while budgets and event activity are stabilizing, organizations are placing greater emphasis on maximizing business value from every event. As a result, strategic planning, cost optimization, and measurable outcomes have become top priorities for meetings and events programs worldwide.
Global Survey Captures Insights from Event Industry Leaders
Conducted between January and March 2026, the BCD Meetings & Events Global Client Survey gathered responses from 240 senior meetings and events professionals across North America, Europe, the United Kingdom, Latin America, and Asia-Pacific.
The research provides valuable insights into how organizations are adapting their meetings and events strategies amid changing business priorities and economic conditions.
According to the survey, 57% of organizations expect their event budgets to remain stable, while 56% anticipate consistent event volumes. Additionally, 70% believe event sizes will remain largely unchanged over the coming year, reflecting a return to a more predictable operating environment.
Return on Investment Becomes a Top Priority
One of the survey’s most significant findings is the growing focus on demonstrating the return on investment (ROI) of meetings and events. Around 36% of respondents identified proving event ROI as one of the most influential internal factors shaping their event strategies.
As businesses continue to scrutinize spending, event teams are increasingly expected to justify investments through measurable business outcomes rather than attendance figures alone.
Bruce Morgan, Global President of BCD Meetings & Events, said organizations are operating in a more disciplined business environment where every event must deliver clear value.
According to Morgan, companies are no longer seeking to increase the number of events they organize. Instead, they are focused on extracting greater business impact from existing meetings, conferences, and corporate events.
Cost Pressures Continue to Challenge Event Planning
Although market conditions have stabilized, cost management remains the biggest challenge facing the meetings and events industry.
The survey found that 85% of respondents identified rising costs as their primary external concern, making it the most significant issue affecting event planning worldwide.
In addition, 80% reported that cost containment measures are increasing operational complexity, while 48% cited organisational restructuring and business changes as additional challenges influencing meetings and events programs.
These findings suggest that organizations are shifting away from rebuilding event programs and instead concentrating on improving efficiency, controlling costs, and maximizing strategic value.
Event Programs Shift from Growth to Optimization
The BCD Meetings & Events report highlights a major change in how organizations approach event planning. Rather than expanding the number of meetings or increasing event budgets, businesses are focusing on optimizing existing programs.
Event planners are expected to deliver stronger business outcomes through better planning, improved governance, enhanced attendee experiences, and more effective resource allocation.
Bruce Morgan noted that although budgets are becoming more predictable, stakeholder expectations continue to rise. This trend is increasing demand for experienced event partners capable of helping organizations manage complexity while delivering measurable business results.
Sustainability Efforts Become More Practical
The survey also reveals an evolving approach to sustainability within the meetings and events sector.
While sustainability remains an important consideration for organizations, companies are becoming more selective by prioritizing initiatives that are easier to implement and deliver measurable environmental benefits.
Among the most commonly adopted sustainability practices:
- 43% of organizations are focusing on more sustainable business travel.
- 32% are increasing recycling efforts throughout events.
Meanwhile, more ambitious sustainability initiatives such as carbon offsetting programs and zero-waste event policies have declined compared with previous years.
The findings suggest that organizations are aligning sustainability strategies more closely with budget constraints, operational realities, and governance requirements while continuing to make meaningful environmental improvements.
Strategic Partnerships Gain Greater Importance
As meetings and events programs mature, organizations are increasingly looking beyond traditional event management services.
The survey indicates that businesses now expect strategic partners capable of providing data-driven insights, performance measurement, compliance support, cost optimization, and long-term planning rather than simply executing individual events.
This shift reflects the industry’s growing focus on accountability, measurable performance, and strategic business contribution.
Meetings and Events Increasingly Measured by Business Impact
The 2026 Global Client Survey concludes that the meetings and events industry is undergoing a significant transformation in how success is evaluated.
Organizations are moving away from measuring activity-based metrics such as the number of events held or attendee participation alone. Instead, they are assessing meetings and events through their contribution to broader business objectives, including revenue generation, stakeholder engagement, knowledge sharing, employee development, and organizational growth.
This outcome-focused approach is reshaping event planning strategies across industries and creating new opportunities for event management companies that can demonstrate tangible business value.
Outlook
The BCD Meetings & Events Global Client Survey 2026 highlights an industry that has largely recovered from recent disruptions but is now adapting to a more disciplined business environment. Stable budgets and event volumes provide greater predictability, yet organizations face increasing pressure to control costs, demonstrate ROI, and align events with strategic business goals.
As expectations continue to evolve, successful meetings and events programs will be defined not by the number of events delivered, but by their measurable impact on organizational performance. For event planners, suppliers, and strategic partners, the future lies in delivering smarter, more efficient, and results-driven event experiences that create lasting business value.
