BCD M&E发布《2027会议与活动趋势》：聚焦ROI与韧性
BCD M&E report urges event organisers to focus on ROI and resilience for 2027
BCD Meetings & Events发布的第10版年度趋势指南指出，地缘政治不确定性、气候破坏和成本压力正改变组织规划方式，而AI技术为提高效率和展示业务价值创造新机会。
Geopolitical uncertainty, climate disruption and continued cost pressures are changing how organisations plan meetings and events, while advances in AI are creating new opportunities to improve efficiency and demonstrate business value, according to the annual trends guide from BCD Meetings & Events (BCD M&E).
The 10th edition of BCD M&E’s Meetings & Events Trends 2027, sponsored by Meliá Hotels International, examines how organisations will need to adapt their approach to planning and delivering events in 2027.
The guide identifies four shifts set to shape how organisations approach meetings and events next year: building resilience into event planning, using AI to deliver measurable value, creating experiences that earn attendee attention and trust, and managing meetings and events as a strategic investment.
“If the last 10 years have shown us anything, it’s the remarkable resilience of this industry,” said Bruce Morgan, global president, BCD M&E. “We’ve faced extraordinary challenges, but meetings and events continue to adapt. Looking ahead to 2027, we’re investing in our people and technology to help our customers respond to change and deliver greater business impact.”
Beyond the four shifts, the guide covers sustainability, creative strategy and life sciences, with regional outlooks across five markets:
- APAC: Growth in India, China and emerging South-east Asian destinations, with cost and sustainability considerations shaping planning across diverse markets.
- EMEA: Resilient demand alongside economic, regulatory and geopolitical uncertainty, increasing the importance of market-specific planning and risk management.
- LATAM: A growing focus on flexibility and experience-led programmes amid economic uncertainty.
- NORAM: Stable demand, tight budgets and a continued focus on cost control and measurable business impact.
- UK: Budget pressures will drive greater scrutiny of event investments, with a focus on efficiency, flexibility and business value.
The guide also highlights destinations to watch for meetings, events and incentives next year: Phú Quốc in Vietnam, Bilbao and San Sebastián in Spain, Panama City in Panama, Big Sky in Montana, US, and Bath in the UK.
It can be found here.
来源：TTGmice · ttgmice.com