Geopolitical uncertainty, rising costs and advances in artificial intelligence are reshaping the meetings and events landscape. A new industry trends report offers planners insight into the strategies, technologies and destinations that could influence their programs in 2027.
BCD Meetings & Events (BCD M&E) explores these challenges in its 10th annual Meetings & Events Trends 2027 guide, sponsored by Melia Hotels International.
4 Trends Shaping Meetings and Events in 2027
The report’s four key themes offer planners a framework for evaluating their current strategies and identifying opportunities to strengthen future programs.
- Build resilience into event planning.
- Use AI to improve efficiency and demonstrate value.
- Create experiences that earn attendee attention and trust.
- Treat meetings and events as strategic investments.
“If the last 10 years have shown us anything, it’s the remarkable resilience of this industry,” said Bruce Morgan, Global President, BCD M&E, in a press statement. “We’ve faced extraordinary challenges, but meetings and events continue to adapt. Looking ahead to 2027, we’re investing in our people and technology to help our customers respond to change and deliver greater business impact.”
Regional Outlooks Offer Planning Insight
The guide also examines market conditions across five regions, providing context for organizations planning meetings, events and incentive programs across international markets.
- Asia-Pacific (APAC): Growth in India, China and emerging Southeast Asian destinations is creating opportunities, while cost management and sustainability remain important considerations.
- Europe, the Middle East and Africa (EMEA): Demand remains resilient, but economic, regulatory and geopolitical uncertainty makes market-specific planning and risk management increasingly important.
- Latin America (LATAM): Flexibility and experience-led programs are gaining attention as organizations navigate economic uncertainty.
- North America (NORAM): Stable demand is accompanied by tight budgets, reinforcing the need for cost control and measurable business impact.
- United Kingdom (UK): Budget pressures are prompting closer scrutiny of event investments, with efficiency, flexibility and business value remaining priorities.
For planners managing multinational programs, these regional perspectives can help inform destination selection, budget assumptions and contingency planning.
Destinations to Watch for Meetings and Incentives
Beyond broader industry trends, the report identifies five destinations to watch in 2027: Phu Quoc, Vietnam; Bilbao and San Sebastian, Spain; Panama City, Panama; Big Sky, Montana; and Bath, England.
These destinations give planners additional options when considering locations for meetings, events, and incentive travel. As with any destination shortlist, planners should weigh each location’s appeal against accessibility, infrastructure, accommodation capacity, cost, and attendees’ needs.
Using Industry Trends to Plan Ahead
The report also addresses sustainability, creative strategy and life sciences, offering additional perspectives for organizations developing their 2027 event portfolios.
To access the full report, click here.
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