BCD M&E发布《2027会议与活动趋势》报告：提出五项前瞻性规划策略

Skift Take

BCD M&E’s latest trends report argues that 2027 events will be won or lost in the planning phase. Measurement, risk, and sustainability are all moving to the front of the process.

As planners head into 2027, the event measurement paradigm is no longer about retrospective reporting, but real-time intelligence. Destination decisions need to consider potential disruption as well as desirability. And sustainability must be treated as more than a passing concern.

These were a few conclusions from the new BCD M&E Meetings & Events Trends 2027 report. The company, which is on the Skift Meetings M&I 15 examined how companies can adapt their approach to planning and measuring events in an uncertain environment.

The report shared five proactive steps meeting professionals can take in the coming year.

1. Move from Retrospective Reporting to Event Intelligence

Post-event surveys are only one part of the story. The greatest value comes from combining these surveys with data gathered at the event through live polling, audience participation, and real-time feedback. These insights can sometimes even be used to adapt the experience in real time.

2. Focus on Return on Value (ROV)

Defining the event’s objectives and desired outcomes before the planning even begins ensures that the event is designed around delivering value, rather than trying to measure its impact after the fact.

The report calls on meeting professionals to create an agreed-upon approach for measuring financial impact, strategic outcomes, governance, and attendee experience, and to then bring that data together post-event for future planning.

3. Incorporate Sustainability Into Decision-Making

Sustainability is still very much in the picture, and the report says it needs to be part of planning and investment decisions from the outset. It urges readers to use sustainability data to compare destinations, suppliers, and other options before making a final decision — especially when conditions like heat, severe weather, or resources can affect the event moving forward or the safety of attendees.

In addition, the closer we get to the 2030 marker “companies will be more exposed if they do not tackle the emissions related to meetings and events," said Thiago Araujo, director, global sustainability, BCD M&E.

4. Be Proactive About Disruption

The report laid out what it called “The New Risk-Planning Framework,” focused not on predicting every potential disruption — geopolitics, transportation, entry requirements, destination safety — but on building an adaptable event.

“That means having the data and resources to make quick decisions and respond across a portfolio, as well as building resilience into individual events,” the report said. “Destination selection should consider climate exposure, route resilience, duty of care, and alternative delivery options alongside cost and appeal. Contracts should support defined decision points. Teams need clear escalation and communication protocols.”

5. Consider Emerging Destinations  

The report explored the meetings and incentives landscape across various regions, concluding that India, China, and Southeast Asian destinations will see significant growth.

“We’re seeing a clear shift across APAC as organizations look beyond the usual destinations and seek experiences that feel fresh and memorable for attendees," said Sanjay Seth, SVP & managing director, APAC, BCD M&E.

The report also identified these destinations to watch in 2027: Phú Quốc in Vietnam, Bilbao and San Sebastián in Spain, Panama City in Panama, Big Sky in Montana, and Bath in the UK.

There is one common thread across all five adjustments: The decisions that determine an event’s value, risk, and footprint are being made earlier, and planners can no longer wait until the post-event survey to make changes.