The MICE industry is still growing faster than ever
What’s changed is how events are evaluated, approved, and justified.
In 2026, events are no longer treated as discretionary experiences. They are strategic investments, scrutinised by procurement, finance, HR, and leadership alike.
Here are the six trends shaping that shift and what they mean for organisations that want to stay ahead.
1. Cost Transparency Becomes a Buying Requirement
Budgets are under pressure, and scrutiny is no longer limited to headline venue rates. Buyers want to understand the full cost picture before committing.
This means:
- Line-item pricing
- Clear trade-offs between cost and service
- The ability to compare options objectively
Suppliers that rely on bundled pricing or post-event adjustments are increasingly being filtered out early in the sourcing process, instead planners are looking for transparency in the sourcing process and an unbiased process.
What this signals:
Transparency is no longer a differentiator. It’s the minimum requirement for approval.
2. Sustainability Shifts From Marketing to Measurement
Sustainability has moved decisively into procurement and compliance territory.
In 2026, buyers expect:
- Verifiable sustainability credentials
- Clear reporting on environmental impact
- Alignment with corporate ESG goals
Generic “green” claims are losing influence and what matters is whether sustainability can be tracked, compared, and reported in a way that stands up to internal review after every meeting.
What this signals:
If sustainability can’t be measured, it won’t affect buying decisions.
3. The Number of Events are Fewer but Far More Accountable
With economic uncertainties and shrinking budgets, companies are hosting fewer events, but the stakes for each one are higher.
Every meeting must now:
- Serve a defined business purpose
- Align with commercial, cultural, or talent objectives
- Deliver outcomes that can be articulated internally
Events are no longer approved because they’ve “always been done.” They’re approved because they solve a specific business problem.
What this signals:
Outcome-led planning is replacing volume-led planning.
4. AI Stops Being a Feature and Starts Being Infrastructure
By 2026, no one is impressed by “AI-powered” claims but rather we are seeing AI being integrated as part of the process.
What buyers care about is whether technology:
- Reduces manual work
- Speeds up sourcing and approvals
- Improves decision quality
The most effective AI is invisible. It works quietly in the background, removing friction rather than introducing complexity.
What this signals:
Technology must justify itself through efficiency, not novelty.
5. Regional and Micro Events Take Centre Stage
Rising travel costs, sustainability concerns, and changing work patterns are driving a shift away from large global events.
Instead, organisations are investing more in:
- Regional hubs
- Local venues
- Smaller, targeted formats
These events often deliver stronger attendance, better engagement, and clearer ROI without the logistical burden of large-scale international gatherings.
What this signals:
Scale is no longer about size. It’s about repeatability and control across regions.
6. Measurement Moves Beyond Attendance
Counting attendees is no longer enough.
In 2026, leadership expects insight into:
- Cost efficiency
- Engagement quality
- Business impact
- Return on investment
Events are increasingly valued as sources of first-party data and strategic insight, not just moments of connection.
What this signals:
If impact can’t be demonstrated, future budgets will be harder to secure.
Final Thoughts
The MICE industry isn’t becoming smaller.
It’s becoming more accountable.
In 2026, success won’t be defined by the biggest events or the boldest concepts. It will be defined by organisations that can make clear, confident, defensible decisions and prove their value long after the event ends.
