{"id":7879,"date":"2026-01-14T15:42:41","date_gmt":"2026-01-14T14:42:41","guid":{"rendered":"https:\/\/tragento.com\/?p=7879"},"modified":"2026-01-14T15:42:41","modified_gmt":"2026-01-14T14:42:41","slug":"amex-gbts-business-meetings-and-events-industry-enters-2026-with-record-optimism","status":"publish","type":"post","link":"https:\/\/tragento.com\/en\/amex-gbt-industrija-poslovnih-skupova-i-dogadaja-ulazi-u-2026-s-rekordnim-optimizmom\/","title":{"rendered":"Amex GBT: The business and events industry enters 2026 with record optimism"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><a href=\"https:\/\/tragento.com\/en\/category\/tourism-industry-2\/mice-company\/\">The business events industry<\/a> 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 \u201esurvival\u201c to quality, experience, and sustainable growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is confirmed by the 15th annual report on the business groups and events industry forecast for 2026, published by <strong><a href=\"https:\/\/explorer.amexglobalbusinesstravel.com\/rs\/346-POJ-129\/images\/ME-Forecast-2026.pdf?version=0\">American Express Global Business Travel (Amex GBT)<\/a><\/strong>. The research was conducted by the agency YouGov among 601 experts from eight countries.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-rekordna-razina-optimizma\">Record level of optimism<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2013Cortina Winter Olympics, could temporarily reduce capacity availability and drive up prices.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-troskovi-kao-najveci-izazov-planera\">Costs as the biggest challenge for planners<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Planners are responding with a combination of tried and tested and new tactics:<br>\u2013 by seeking additional funding and sponsorships<br>\u2013 by relocating events to secondary cities<br>\u2013 by selecting less sought-after terms<br>\u2013 by using hybrid and virtual formats more intelligently<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The emphasis is increasingly on optimisation, and less on cutting quality.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-iskustvo-sudionika-postaje-kljucna-konkurentska-prednost\">Participant experience is becoming a key competitive advantage<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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 \u2013 to the topic, the destination, and other participants.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Content personalization, local experiences and \u201einformal moments\u201c are becoming as important as the official programme.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-umjetna-inteligencija-ulazi-u-mainstream-event-industrije\">Artificial intelligence is entering the mainstream of the events industry<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-odrzivost-kao-standard-ne-dodatak\">Sustainability as standard, not an add-on<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Although only a small portion of organisations are currently systematically monitoring CO\u2082 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.<\/p>\n\n\n\n<p class=\"is-style-info wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Industrija poslovnih skupova i doga\u0111aja ulazi u 2026. s dozom optimizma kakva nije vi\u0111ena jo\u0161 od prije 2020. godine. Profesionalci koji planiraju kongrese, konferencije i korporativne evente ponovno razmi\u0161ljaju dugoro\u010dno, a fokus se sve jasnije pomi\u010de s \u201epre\u017eivljavanja\u201c na kvalitetu, iskustvo i odr\u017eivi rast. To&#8230;<\/p>","protected":false},"author":2,"featured_media":7454,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_tragento_display_category":0,"footnotes":""},"categories":[101,143,89],"tags":[133,159,151,77],"class_list":["post-7879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mice-kompanije","category-turistickaindustrija","category-vijesti","tag-amex-gbt","tag-mice","tag-poslovna-putovanja","tag-trendovi-2026"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Amex GBT: Industrija poslovnih skupova o\u017eivljava - Tragento<\/title>\n<meta name=\"description\" content=\"Amex GBT donosi optimizam u industriji poslovnih skupova i doga\u0111aja za 2026. gdje se fokusira na kvalitetu i odr\u017eivi rast.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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