Cost pressure and ROI set the agenda for the meetings industry in 2026

After years of disruption, the business meetings and events industry has stabilised, but it now operates under greater cost pressure and growing demands around visibility and demonstrable value. That is according to the 2026 Global Client Survey published by corporate meetings and events agency BCD Meetings & Events. Organisations are shifting their focus from expanding programmes to optimising them, with every event expected to perform better and deliver more strategic value.

The survey, conducted between January and March 2026, gathered insights from 240 senior decision-makers in the meetings and events sector across North America, Europe, the United Kingdom, Latin America and Asia-Pacific.

While most organisations expect budgets (57%), the number of events (56%) and the size of events (70%) to remain stable, more than a third (36%) now cite demonstrating return on investment (ROI) as a key internal factor shaping their meetings policy. Stability thus appears to be becoming the new norm, with strategic planning taking precedence over growth.

A much more disciplined environment

"Clients are operating in a much more disciplined environment, where cost pressure, governance and ROI expectations drive every decision," says Bruce Morgan, Global President of 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 sector's biggest external challenge: 85% of respondents cite inflation and rising costs as their main concern. Organisations are also grappling with increasing complexity caused by cost-control measures (80%) and structural change (48%). According to BCD M&E, these findings point to a shift from rebuilding programmes to optimising them. Geopolitical instability follows as the second external concern, while attendee engagement and safety rank lower on the list.

Budgets stabilise, but expectations rise

"Budgets may be stabilising, but expectations certainly are not," says Morgan. "That is changing the way programmes are planned and measured — it is driving greater demand for partners who can help clients navigate complexity while demonstrating clear business results."

Sustainability, too, remains important, but is being approached more selectively and practically. Organisations are prioritising measures that are easier to implement and deliver measurable impact, such as more sustainable travel (43%) and recycling materials at events (32%). Broader or more complex initiatives, including carbon offsetting and zero-waste policies, have declined year-on-year — reflecting a more realistic approach aligned with governance and budget realities.

The full report of BCD M&E's 2026 Global Client Survey is available here.