Event Dispatch - January 2026

Hey there 👋

Happy New Year! We hope 2026 is off to a good start wherever you’re reading this from. As the industry eases into a new year, the focus feels clear: Adapting to change while continuing to build events that feel intentional and human.

In this edition, we explore how venues are redefining what “normal” looks like, hear how event leaders are thinking about the year ahead, and share practical insight on turning ticketing into a stronger driver of revenue and engagement.

You’ll also find a closer look at how the MICE landscape is evolving, the growing role of digital strategy in events, and where technology and human connection are intersecting in 2026.

Let’s get into it.

🧠 Event Industry Intel You Need To Know

2025: The Year Venues Rewrote the Rulebook

By the end of 2025, it became clear that venues were redefining how events are planned and delivered. What began as short-term adjustments has now settled into long-term operational change.

Insights from Lauren Hall’s 2025 in review highlight several shifts that are now shaping venue strategy across global markets.

Key insights from the report:

• Experience-led venues are taking priority: Over half of organizers are now exploring specialty venues that offer more immersive, brand-aligned experiences.

• Food and beverage has become central: Once treated as an operational detail, F&B is increasingly viewed as a core part of the attendee experience and cultural expression.

• Volatility is now expected: Short planning timelines, late changes, and unpredictable attendance patterns have become routine, requiring greater flexibility from venues.

• Workforce strategy is evolving: The focus is shifting toward long-term staffing approaches, with more emphasis on training, wellbeing, and sustained engagement.

Taken together, these shifts reflect a broader change in how venues operate. Those performing best are building flexibility into event formats and planning cycles, rather than relying on a return to pre-2020 norms.

For a closer look at how venues are adapting, the full 2025 in review report breaks down what is changing and what is here to stay.

Event Professionals Share Their Hopes for 2026

After several years of adjustment, many event professionals are approaching 2026 with cautious optimism and clearer priorities. In a recent BizBash feature, 25 global industry leaders shared what they hope to see take shape in the year ahead.

Across roles and regions, their perspectives point to a more grounded, people-first future for events.

Event leaders are rallying for:

• Stability and stronger connection: A desire for steadier budgets alongside a renewed emphasis on meaningful in-person experiences.

• Inclusion as a baseline: A clear expectation that DEI is embedded into how events are designed and delivered, not treated as a separate initiative.

• Creativity alongside technology: Recognition that AI can support events, but human judgment, empathy, and taste remain central.

• A shift in perception: Event professionals increasingly seen as strategic partners rather than logistics-focused planners.

• More thoughtful sustainability: Moving beyond surface-level claims to consider environmental impact, people, and local communities.

• Wellbeing built into planning: Healthier timelines, better resourcing, and more inclusive design practices.

• Fairness and transparency: Calls for clearer pay structures and greater respect for the value of event work.

• Events as essential infrastructure: A view that events should be treated as a core business investment, not discretionary spend.

Taken together, these perspectives reflect an industry that is asking for more purpose, healthier ways of working, and experiences rooted in genuine human connection.

Read BizBash’s What’s Your Biggest Hope for the Event Industry in 2026 for a closer look at how event leaders see the year ahead.

💭 From the Founder's Desk: Why Ticket Pricing Deserves More Attention

Ticket pricing often sits in the background of event planning, but Wil’s latest post calls attention to why it should be treated as a core strategic decision. How tickets are structured influences demand, timing, and confidence long before an event takes place.

The underlying message is about intent. Pricing models that introduce urgency, reward early commitment, and clearly communicate value tend to support stronger momentum and earlier buy-in. When those elements are missing, organizers often feel the impact later in the planning cycle.

What this highlights is a shift in how pricing is viewed. Rather than an administrative task, it becomes part of how events build traction and signal value to their audience.

How has pricing shaped the way your events gain momentum? Join the discussion on LinkedIn and share what you’ve seen work in practice.

The Shift Towards More Strategic Meetings

BCD Meetings & Events’ report points to a shift in how meetings are being planned and evaluated. Across regions and sectors, meetings are increasingly being treated as strategic investments rather than standalone logistical exercises.

The report highlights several developments shaping how organizations approach meetings in 2026.

Key insights from the report:

• Meetings are aligned more closely with business objectives: Investment decisions are increasingly tied to clear strategic outcomes rather than attendance alone.

• Experience design is becoming central: Immersive formats and intentional environments are playing a larger role in engagement and impact.

• Technology is supporting efficiency and personalization: AI and automation are being used to streamline planning and improve attendee experiences.

• Cost and regional considerations remain critical: Economic pressure and geopolitical factors are influencing budgeting, location choices, and supplier strategy.

Taken together, these findings show a continued move toward more deliberate, outcome-driven meeting design, even amid ongoing uncertainty.

BCD Meetings & Events’ What’s Trending 2026 report takes a closer look at how economic pressure and new technology are reshaping global meetings.

🎤 Featured Voice: Digital Chiefs on Event Tech Transformation

As event technology becomes more central to how trade shows operate, some organizers are moving digital strategy into the executive team. A growing number of major event brands are appointing Chief Digital Officers and Chief Technology Officers to oversee how data, platforms, and personalization shape the attendee and exhibitor experience.

For leaders driving this shift, the focus is not just new tools, but better outcomes.

Across organizations highlighted in the article, digital leaders are focusing less on standalone tools and more on building connected, outcome-driven systems.

What this looks like in practice:

• Integrated platforms that support year-round engagement, not just show-day activity

• AI-driven insights that help exhibitors prioritize leads and follow up faster

• Stronger collaboration between digital, marketing, operations, and content teams

• Clearer measurement of ROI tied to technology investments

The broader takeaway is straightforward. Digital strategy is no longer a support function. It is becoming a leadership priority as expectations around personalization, efficiency, and measurable value continue to rise.

TSNN’s full article takes a closer look at how CDOs and CTOs are reshaping trade shows through digital leadership.

📺 Deep Dive: The Event Industry Trends Shaping 2026

As the events industry moves into 2026, the focus has shifted from recovery to performance. Organizers are paying closer attention to how events are designed, measured, and optimized, with technology and data playing a larger role in those decisions.

Our guide looks at several trends shaping how events are being planned and evaluated today, drawing clear connections between technology choices, attendee behavior, and commercial outcomes.

Key trends explored in the guide include:

• More unified event tech stacks: Organizers are consolidating tools to reduce complexity and improve visibility across the event lifecycle.

• Greater emphasis on branded mobile experiences: White-label event apps are becoming standard as organizers look to build trust and consistency.

• First-party data taking priority: Events are increasingly valued as a direct source of attendee insight that supports smarter engagement and follow-up.

• Stronger focus on ROI: Event platforms are being assessed more like revenue-driving software, with clearer expectations around performance and return.

Together, these shifts reflect a more intentional approach to event planning. Events are being treated less as one-off moments and more as products with defined goals, measurable outcomes, and long-term value.

Eventcube’s Data-Backed Event Industry Trends for 2026 takes a closer look at the data behind the decisions event teams are making right now.

High Demand, Low Trust: AI’s Challenge in Multilingual Events

New study from Interprefy, reported by Meetings & Conventions Asia, highlights a growing tension in the APAC events market. While demand for multilingual experiences is high, concerns around AI accuracy and data privacy are limiting adoption.

The study points to a clear gap between what organizers want to deliver and the tools they currently trust.

Key findings from the research include:

• Strong demand for multilingual support: 71% of APAC organizers report high or very high demand for live translation and interpretation.

• Low usage of available tools: 15% of multilingual events are not using any translation technology at all.

• Concerns around accuracy: 47% of respondents question whether AI-generated live captions can reliably convey meaning.

• Ongoing privacy worries: 41% are concerned about how AI systems handle and store sensitive information.

• Limited RSI adoption: 63% do not use remote simultaneous interpretation for large-scale events.

These findings underline a critical challenge for global events. Accessibility and inclusion are clear priorities, but trust in the technology has yet to catch up. Bridging that gap will be key for organizers looking to reach truly international audiences.

Meetings & Conventions Asia takes a closer look at why trust issues are slowing multilingual event tech adoption.

👋 Until Next Time!

That wraps up this edition of Event Dispatch. As 2026 takes shape, the themes are becoming clearer. Events are being planned with more intent, technology is being used more thoughtfully, and human connection remains at the center of it all.

From evolving venue expectations to smarter use of data and personalization, the industry continues to adapt in ways that support better experiences and stronger outcomes.

What stood out to you in this month’s edition? We’d love to hear your perspective. You can join the conversation on LinkedIn or explore more insights on the Eventcube blog.

Here’s to building events that are thoughtful, resilient, and genuinely memorable. 🥂

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