Amex GBT: The business and events industry enters 2026 with record optimism
The business events industry entering 2026 with a dose of optimism not seen since pre-2020. Professionals planning congresses, conferences, and corporate events are again thinking long-term, with the focus shifting increasingly from „survival“ to quality, experience, and sustainable growth.
This is confirmed by the 15th annual report on the business groups and events industry forecast for 2026, published by American Express Global Business Travel (Amex GBT). The research was conducted by the agency YouGov among 601 experts from eight countries.
Record level of optimism
As many as 85 per cent of respondents said they were optimistic or very optimistic about 2026. This represents a significant jump compared with previous reports and a clear signal that the sector has stabilised after a long period of uncertainty.
Europe stands out with 91% of optimistic respondents. London, Madrid, Barcelona, Amsterdam and Paris remain among the most sought-after destinations for business gatherings, but major sporting and global events, such as the 2026 Milano–Cortina Winter Olympics, could temporarily reduce capacity availability and drive up prices.
North America is registering an even higher level of optimism (93 per cent), while Latin America and the Asia-Pacific region are somewhat more cautious but still positive, with strong demand for major urban centres and MICE hubs.
Costs as the biggest challenge for planners
Despite a positive outlook, costs remain the industry's main concern. Almost three-quarters of respondents expect costs per attendee to rise, although most estimate that this increase will be moderate.
Planners are responding with a combination of tried and tested and new tactics:
– by seeking additional funding and sponsorships
– by relocating events to secondary cities
– by selecting less sought-after terms
– by using hybrid and virtual formats more intelligently
The emphasis is increasingly on optimisation, and less on cutting quality.
Participant experience is becoming a key competitive advantage
For the second year in a row, participant experience has been ranked as the number one strategic priority. Organisers are making it increasingly clear that classic formats with long presentations and passive participation are losing their relevance.
Compared to five years ago, demand has significantly increased for interactive workshops, shorter and more dynamic sessions, but also for quality networking. Participants want to engage, exchange ideas, and feel connected – to the topic, the destination, and other participants.
Content personalization, local experiences and „informal moments“ are becoming as important as the official programme.
Artificial intelligence is entering the mainstream of the events industry
Technology, particularly artificial intelligence, is rapidly changing the way events are planned and executed. Around 50 per cent of respondents are already using AI tools, while a further 40 per cent expect to introduce AI applications for personalised agendas and smart networking.
AI is used for developing creative concepts, content creation, monitoring participant engagement, as well as for logistics, registration, translation, and communication via chatbots. In parallel, awareness about the importance of data protection and security is growing, leading more organisations to implement clear internal guidelines for the use of artificial intelligence.
Sustainability as standard, not an add-on
Sustainability is increasingly less of a marketing message and more of a concrete expectation from stakeholders. Younger generations in particular are looking for visible measures: waste reduction, sustainable materials, responsible food and beverage choices, and collaboration with the local community.
Although only a small portion of organisations are currently systematically monitoring CO₂ emissions, a significant number plan to improve their sustainability metrics as early as 2026. Business gatherings are increasingly being viewed through the lens of their broader social and local impact.
The Amex GBT report clearly shows that the business travel and events industry is entering a new phase. Confidence has returned, but expectations are higher than ever. Success will depend on the ability to combine cost control, technology, sustainability, and an authentic attendee experience.
