Over
half (52 per cent) of event planners in Asia Pacific (APAC) expect to produce more
meetings in 2026. 41 per cent anticipate producing the same number. Only 5 per cent
predict a drop in production compared to 9 per cent a year ago.
The
new data comes from a survey of 167 planners in the APAC region by Cvent and
Northstar Meetings Group, organiser of The Meetings Show Asia
Pacific.
Interestingly,
despite the anticipated uplift in volume, only one quarter
(28 per cent) of planners expect to see an increase
in attendees. This compares to 45 per cent last year.
Alexander
John, regional director - business development at MCI Middle East, will be
attending The Meetings Show Asia Pacific 2026 in Singapore as a hosted buyer.
He explained what’s driving this growth.
He said: “There’s a measurable shift in economic momentum and
demand coming from APAC. The region is now large enough - and increasingly
integrated enough - to generate more of its growth internally, even
while remaining deeply connected to global markets. For example, East
Asia and Pacific alone have a population of 2.39 billion and a GDP of
US$32 trillion (2024), creating a scale of domestic and regional demand
that can support “organic” growth.
“That
scale is reinforced by deeper intra-regional trade. UN ESCAP notes that in
2024, intra-Asia-Pacific trade accounted for 53 per cent of the region’s exports and
56 per cent of its imports, meaning more than half of goods trade is now anchored
within the region itself (not primarily dependent on Western markets).
“APAC’s
combination of massive market size, rising intra-regional trade intensity, and
still-strong growth expectations helps it absorb shocks better than smaller,
less-integrated regions - while not making it “immune” to global
downturns, tariffs, or financial tightening.”
Nelson
Khoo, events director at Northstar Travel Group, Asia, said: “With overwhelming
market interest in The Meetings Show Asia Pacific, buyer applications reveal
strong sentiments that APAC continues to demonstrate strength and
resilience in MICE activities. Collectively, buyers project an annual meeting
spend of over US$250 million, with strong demand for Singapore, Thailand,
Malaysia, and Vietnam.”
The
research also shows significantly higher optimism among planners in
APAC compared to last year and compared to their
counterparts in EMEA and North America.
- 70 per cent of APAC
planners are more optimistic, compared to 44 per cent in EMEA and
32 per cent in North America
- Last year, these stats
were 63 per cent (APAC) and 47 per cent in EMEA and North America
- Only 20 per cent of APAC
planners are less optimistic, compared to 26 per cent in EMEA and 32 per cent in North America
“The
region has not only recovered from the pandemic but is now experiencing a
strong and sustained phase of growth,” added Alexander John in explanation of
this burst of optimism.
“With
relative stability, expanding trade relations, and a more predictable
geopolitical climate compared to many other parts of the world, economic
activity continues to strengthen. This combination of increasing commercial
momentum, minimal geopolitical disruption, and steady health and political
environments has created an ideal landscape for continued growth and enhanced
economic output.”
Launched
in 2024, The Meetings Show Asia Pacific is the
region’s leading MICE trade show. Co-located with Business
Travel Show Asia Pacific, these powerhouse events create the largest gathering
of travel and meetings professionals ever seen in
the region, delivering exceptional opportunities for networking,
learning and business growth.
The annual
event showcases the very best of APAC’s MICE industry with
meetings and events planners discovering leading destinations, venues, hotels
and technology suppliers under one roof.
The
Meetings Show Asia Pacific takes place 14-15 April at Marina Bay Sands,
Singapore and is free to attend for meetings and events professionals. The
event also runs the largest hosted buyer programme in Asia for
decision makers – places are already limited for 2026. Registration is open now
at www.themeetingsshow-apac.com.
