The 2026 AMEX GBT Global Meetings & Events Forecast predicts 2026 will be the year planners rethink where—and why—they meet
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According to the 2026 AMEX GBT Global Meetings & Events Forecast, optimism has returned across every major region, but it’s being tempered by cost pressures, rising expectations, and a growing reliance on technology. In-person meetings are firmly back, yet fewer than half of meetings in most regions will be fully in-person—a sign that flexibility, hybrid thinking, and selective travel are now permanent features of the landscape.
In other words, planners aren’t just booking destinations. They’re recalibrating entire strategies.
North America: Confident, Cost-Aware, and All-In on Tech
North America enters 2026 as the most confident region in the global meetings ecosystem. An overwhelming 93% of meeting professionals say they’re optimistic about the health of the sector, and 95% expect overall meetings and events spend to increase in the year ahead. Yet that confidence comes with nuance: only 45% of meetings are expected to be fully in-person, reflecting a continued reliance on hybrid formats and selective attendance.
The region’s top priority for 2026 is clear—incorporating the latest technology advancements—and AI is already playing a central role. The most commonly planned use of AI in North America is AI-powered matchmaking for attendees and sponsors, signaling a shift toward smarter networking and higher-value connections.
That tech-forward mindset pairs neatly with the region’s destination hierarchy for meetings and events. Las Vegas tops the list for 2026, followed by Chicago, New York, Orlando, and Dallas. These cities aren’t just popular—they’re operationally resilient, capable of handling scale in a year crowded with mega-events like the FIFA World Cup and the U.S. Semiquincentennial.
Further Reading: 2026 AMEX GBT Global Meetings & Events Forecast
Latin America: Experience-Driven, Budget-Conscious
In Latin America, optimism is strong but more measured. About 79% of planners report a positive outlook for 2026, while 85% expect overall M&E spend to rise. Still, just 43% anticipate meetings being fully in-person, underscoring how economic uncertainty continues to influence planning decisions.
The region’s top priority mirrors a global theme: improving attendee experience with more memorable events. But that ambition is constantly weighed against inflation, currency volatility, and fluctuating sourcing costs. Like their North American counterparts, Latin American planners are increasingly turning to AI-powered matchmaking as a way to deliver higher perceived value without proportionally higher spend.
That balance is reflected in the destination rankings. Mexico City now leads the region, followed by Bogotá, Buenos Aires, São Paulo, and Cancún—cities that combine cultural richness with improving infrastructure and global accessibility.
Europe: Optimistic—but Watching the Bottom Line
Europe’s outlook is nearly as strong as North America’s, with 91% of meeting professionals expressing optimism about the sector’s health in 2026. At the same time, 90% expect spend to increase, and 46% of meetings are projected to be fully in-person, placing Europe near the global middle ground.
What sets Europe apart is its focus. The region’s top priority for the year ahead is blunt and pragmatic: reducing costs. AI is seen less as a creative engine here and more as a productivity tool, with event communications emerging as the most common planned AI use case.
Europe’s destination list reflects enduring appeal paired with tightening supply. London remains the dominant hub, followed by Madrid, Barcelona, Amsterdam, and Paris. But with the Milano Cortina Winter Olympics, UEFA finals, and the Commonwealth Games all hitting in 2026, availability—and pricing—will be under intense pressure.
Asia-Pacific: High Expectations, Rising Stakes
Asia-Pacific is the most cautious region in sentiment, with 74% optimism—still strong, but noticeably lower than elsewhere. Cost sensitivity is higher here, even as 82% of planners expect M&E spend to increase. Interestingly, the region anticipates the highest share of fully in-person meetings, at 52%, reflecting both cultural preferences and the growing importance of face-to-face business engagement.
The region’s top priority aligns closely with Latin America’s: improving attendee experience with more memorable events. AI adoption is focused on event communications, while sustainability expectations—particularly at the upper end of the market—are rising faster here than anywhere else.
Unsurprisingly, Singapore leads the destination rankings, followed by Bangkok, Sydney, Tokyo, and Bali. With a packed calendar of major sporting and business events, planners in Asia-Pacific are juggling demand growth with capacity constraints and heightened client expectations.
The Pattern Is Clear: Destination Choice Is Now Strategy
Across every region, the data tells a consistent story. Optimism is back. Budgets are growing. But fewer than half of meetings—globally—will be fully in-person, and planners are under pressure to do more with smarter tools, tighter contracts, and sharper destination choices.
Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.
Photo by Gemini
