Business Event Demand Surges as Industry Confidence Remains Strong, EIC Barometer Finds

Long-term demand for business events continues to strengthen despite ongoing geopolitical and economic uncertainty, according to the latest Global Business Events Barometer released by the Events Industry Council (EIC).

The first-quarter 2026 report reveals that global hotel group room nights reached 92% of 2019 levels, while overall request for proposal (RFP) activity for future events remained above pre-pandemic benchmarks at 101% of 2019 activity. Demand for events scheduled more than a year ahead was particularly strong, climbing to 122% of 2019 levels, up from 115% in the previous quarter.

The figures suggest that while organisations continue to face short-term challenges related to global mobility, economic conditions and geopolitical tensions, confidence in the long-term value of meetings, exhibitions, conventions and incentive travel remains robust.

“Perhaps the most compelling story in this quarter’s data is the contrast between today’s realities and tomorrow’s expectations,” said Amy Calvert, President and CEO of the Events Industry Council. “While many organisations continue to face near-term complexity, the significant increase in demand for events planned further into the future reinforces the enduring value of bringing people together. Business events are increasingly recognised not simply as activities or expenditures, but as investments in talent, innovation, relationships and community growth.”

Across regions, Asia Pacific led the recovery in future event demand, with RFP activity reaching 131% of 2019 levels. North America followed at 124%, ahead of Western Europe (120%) and Latin America and the Caribbean (114%). Hotel group room nights were strongest in North America and Latin America, both reaching 96% of pre-pandemic levels.

The findings follow the release of EIC’s 2026 Global Economic Significance of Business Events Study, which highlighted the sector’s contribution to economic activity, workforce development, innovation and community growth worldwide. Together, the two reports provide both a snapshot of current market conditions and a broader view of the industry's long-term impact.

“The Barometer continues to demonstrate the resilience and adaptability of our industry,” said Stephanie Harris, Chair of the EIC Board of Directors and President of the Incentive Research Foundation. “Across every sector of the business events ecosystem, organisations understand that meaningful human connection remains essential to business performance, professional development and innovation. The continued strength of future bookings reflects confidence in the role business events play in helping organisations achieve their most important objectives.”

According to Oxford Economics, the global economy maintained solid growth during the first quarter of the year despite persistent geopolitical tensions. While the conflict in the Middle East and its impact on transportation and trade networks continue to create uncertainty, the consultancy does not currently anticipate a more severe global downturn.
 

“Business events are powerful connectors of organisations and individuals, but disruptions to safety, air transportation networks and future commitments impede what is possible,” the report notes. “Even with a resolution, the effects of the Middle East conflict on business events will take time to dissipate.”

Produced by EIC in partnership with Oxford Economics, the Global Business Events Barometer combines data from Amadeus MeetingBroker, Cvent, STR and the Center for Exhibition Industry Research (CEIR). Launched in 2023, the initiative aims to provide the industry with timely market intelligence to support strategic planning and advocacy efforts.
 

The full report is available on the EIC website.