After several years of uncertainty, event planners across EMEA are beginning to sound more upbeat. According to the latest Northstar Meetings Group/Cvent Meetings Industry Pulse survey, optimism has surged, with 43 per cent of planners reporting a more positive outlook for their meetings and events programmes - the strongest sentiment recorded in the past year.
Yet beneath the renewed confidence lies a nuanced reality: planners are expecting lower attendances, planning further ahead, watching costs closely, and preparing for smaller returns.
“I think the industry has adapted psychologically to higher costs. The shock has gone,” said M&IT editor Paul Harvey in a panel discussion at The Meetings Show at Excel London last week.
"But adaptation doesn't mean the pressure has disappeared. One thing I hear repeatedly is that costs aren't necessarily killing events - they're changing events."
"Cost pressure hasn't gone away. It's simply become part of the planning environment."
The headline figures suggest momentum is back. Seven in 10 planners expect to produce more meetings this year than they did last year, rebounding to levels last seen in 2024. Longer planning horizons are also emerging as a defining trend. Rather than booking events a few months out, planners are increasingly sourcing venues and destinations seven to 12 months in advance, reflecting a desire for greater certainty in an unpredictable world.
But planners are not complacent.
Attendance projections have softened. Only 21 per cent of planners expect attendee numbers to exceed last year's figures, down significantly from the expectations expressed a year ago. Exhibitor and sponsorship revenue tells a similar story, with just 17 per cent anticipating growth.
Cost pressures continue to shape decision-making. Airfares, rising service costs and geopolitical concerns remain among planners' biggest worries, even though overall concern levels have eased compared with last year. To protect themselves, planners are building more flexibility into venue contracts, seeking attrition protection, variable-rate clauses and safeguards against late registration fluctuations.
Harvey said: "Cost pressure hasn't gone away. It's simply become part of the planning environment.”
Jason Gutteridge of Cvent, another member of the panel, agreed costs were shaping decision making. He also noted that while lead times are lengthening, planners are are taking longer to sign contracts.
“I do think people are booking further out, but obviously there are contracts. Are the customers signing the contract? As they get further in, some [events] have contracted, but it’s taking a while to get to that. Hotels have that worry. Do they take the risk and hope they have a job?”
Destination preferences are shifting as well. Asia-Pacific has become increasingly attractive, while interest in the United States has cooled. Europe remains the region where most planners expect future growth opportunities, though the Middle East and Asia-Pacific are viewed as increasingly promising markets over the next five years.
Identity’s George Perry noted a growing trend for smaller, local events among large companies.
“The big brands like Amazon and Cisco are thinking ‘do we want to send 40,000 people to a venue in Barcelona, or do 10 events they can personalise to the location? They have to deal with the sustainability issue around flying and there’s the global uncertainty. Things can change overnight, as we’ve seen in the Middle East. If the event happens in the location they are, it ticks a lot of boxes and it makes sense to me.”
Technology continues to play a growing role, particularly artificial intelligence (AI). While roughly a third of planners remain cautious about AI adoption, many are already using it for content creation, translation and sourcing support. Tellingly, over half report measurable efficiency gains from AI, making time savings the clearest return on investment. Looking ahead, planners see potential for AI in supplier negotiations, contract analysis and improving data quality.
Download the Northstar Cvent Meetings Industry PULSE Survey EMEA Q2 2026
