Optimism in the meetings and events profession has reached its highest level for the first time in five years, according to the 15th annual Global Meetings and Events Forecast by American Express Global Business Travel (Amex GBT).
The report revealed a new level of confidence among meeting professionals, with 85% of respondents indicating they are optimistic for the upcoming year, an 11% jump from the optimism response reported in last year’s report.
Gerado Tejado, senior vice president of professional services at Amex GBT, said growing confidence reflects the industry’s ability to embrace change.
The integration of AI in event planning is resulting in the technology viewed as an essential tool as opposed to an emerging technology, with 50% of planners surveyed reporting that they use AI for event execution.
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Amex GBT anticipates AI to be used for the following event purposes next year: engagement tracking, event communication, content creation and creative theme generation.
The top priority for meeting planners in 2026 is improving the attendee experience. The forecast reported that 42% of planners wanted more interactive sessions in order to better support attendee engagement.
“Unprecedented optimism and technological innovation are converging to redefine how we create meaningful connections,” said Tejado in a press release. “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.”
