The global meetings and events industry is reporting rising confidence and increasing costs, according to American Express Global Business Travel's 2026 Global Meetings and Events Forecast.

The survey, based on a YouGov-conducted survey of 601 meeting professionals across eight countries, found that 85 per cent of respondents were optimistic about the meetings and events sector for 2026 ¨C this was an improvement of 11 percentage points?from last year's survey.

Optimism for 2026 was particularly high among European-based meetings specialists at 91 per cent ¨C only those based in North America were more optimistic about the health of the sector (93 per cent).

This improved optimism stems from both stabilisation in the meetings sector and the availability of new AI tools that can help meeting planners achieve savings, according to the report.

About half of those surveyed said they are integrating generative AI technology in their planning and execution of meetings. The most frequently cited uses expected in 2026 are event communications and matchmaking for attendees and sponsors, both mentioned by 35 percent of respondents, followed closely by generating creative themes and concepts for events (34 per cent).

Gerardo Tejado, senior VP of ?professional services at Amex GBT, said:?¡°We¡¯re witnessing a transformative moment where AI is not just a tool, but a strategic partner that empowers meetings and events professionals to deliver more engaging, impactful and intelligent event experiences with measurable impact.¡±

More than 70 per cent of respondents said they expect meetings costs to rise in 2026. The largest percentage (38 per cent) said cost per attendee would be up slightly year-on-year, while 27 per cent anticipate a moderate increase and only 6 per cent expect significant increases of 11 per cent or more in cost per attendee.

Around one-fifth (21 per cent) expect costs to stay the same as in 2026, with just 9 per cent forecasting a year-on-year drop.

Some 90 per cent of European-based respondents said that overall spending on meetings and events would rise year-on-year in 2026, with 46 per cent of meetings predicted to be ¡°in-person only¡± events. Although with prices rising, their top priority for next year will be reducing costs.

¡°Given inflation concerns, it¡¯s no surprise that meeting professionals are targeting cost reduction and savings,¡± said Amex GBT in the report. ¡°AI is a particular focus for conversations about productivity gains and cost controls. But meeting professionals are also exploring AI¡¯s role in service improvement and attendee experience.¡±

London looks set to retain its position as Europe¡¯s most popular destination for meetings next year ¨C ranking ahead of Madrid, Barcelona, Amsterdam and Paris.