IMEX Frankfurt 2026 education track report
The Trends and Research track at IMEX Frankfurt 2026 explored the data shaping the business of events.
EIC (Events Industry Council), Forrester, ASAE, Cvent, the Incentive Research Foundation, SITE, Maritz, Skift Meetings and 27 Names shared fresh research findings, economic impact studies and trend forecasts.
It became clear that there’s a widening gap between ambition and execution across measurement, AI adoption and sustainability.
Key takeaways
1. Business events continue to grow in global impact
Business events now contribute around $1.8 trillion to global GDP and support nearly 10 million direct jobs. Amy Calvert, EIC (Events Industry Council), shared 2025 data from the EIC Economic Significance Study.
It shows 1.6 billion participants worldwide and forecasts direct jobs rising from 9.7 to 10.4 million, with GDP contribution moving from $1.3 trillion toward $1.6 trillion. Marsha Flanagan, IAEE, added that if the sector were a country, it would rank as the 16th largest economy.
2. Satisfaction with events continues to fall
According to Forrester research, only 39% of CMOs are satisfied with their events. Conrad Mills, Forrester, presented findings from the third annual State of Events survey, based on around 400 global responses. Event satisfaction has declined consecutively for three years. About two-thirds of organizations report flat or shrinking budgets, with many reducing the number of events they run.
3. Gen Z motivation is more complex
Gen Z reports lower motivation across every incentive lever, with financial stability playing a central role. Research from SITE and Maritz shows that while individual travel ranks as the top reward, Gen Z scores lower than older generations on the appeal of rewards such as cash, points and self-achievement. Fun is the strongest motivator across all age groups, while anxiety about winning (or not winning) tempers the appeal of incentives, highlighting the importance of transparency and personalized recognition.
4. AI adoption is rising—but so are cost pressures
Cvent’s 2026 Planner Sourcing Report shows that 75% of planners now use AI while sourcing. At the same time, 72% of European planners expect costs to rise by up to 20% in 2026. Engagement has overtaken cost as the top measure of success, cited by 63% globally. Sourcing for special and non-hotel venues has also grown significantly, while 40% of European planners say staying within budget is their biggest concern.
5. International attendance patterns are shifting
US-based international association attendance is declining across all regions, prompting more meetings to move offshore. Amy Hissrich, ASAE shared findings from the inaugural State of Associations report, based on seven pulse polls and 1,500 responses. Around 40% of members report financial pressure, while 68% are seeing declines in meetings. The proportion considering moving meetings outside the US rose from 5% in 2025 to 8.5%in 2026, with Canada and Europe the leading alternatives.
Key challenges
1. Measurement remains a critical gap
Measurement continues to be one of the industry’s biggest challenges. Research from Cvent shows that while 90% of event programs face increasing scrutiny, only 28% have a robust measurement framework. Most organizations rate their delivery highly, but far fewer rate their measurement as strong—and nearly 30% have no KPIs in place. Forrester research echoed this, noting that fewer than half of organizations actively measure event impact.
2. AI expectations are ahead of reality
Client expectations for AI are high, but adoption is uneven. The 27 Names European Experience Index shows that agencies are mainly using AI for creative tasks. Adoption in strategy and production sits at around 60%, while finance lags behind at just 10%. Speakers warned that without a more balanced approach, AI risks becoming a margin pressure rather than a growth driver.
3. Linking events to revenue remains difficult
Attribution continues to be a challenge. Speakers highlighted the lack of feedback from sales teams after events, making it hard to track direct outcomes. Forrester reinforced this issue, noting that many CMOs focus on net new leads, while overlooking the broader value events create across buying groups.
4. The talent pipeline is under pressure
The industry faces a growing talent gap. Miguel Neves, Skift Meetings, highlighted falling enrollment in events and hospitality courses, alongside the impact of AI on traditional internship pathways. With margins tight and salaries under pressure, mentoring is emerging as one of the most important tools for attracting and developing new talent.
5. Delayed decision-making is creating risk
Sourcing delays are putting pressure on venues and agencies. Clients are taking longer to commit, leaving venues holding dates and deposits for extended periods. Real-world examples included large-scale bids missing deadlines and long-term clients delaying confirmations. Cvent data suggests this hesitation is driven more by uncertainty and control than by cost alone.
Key opportunities
1. Smaller, more frequent events are gaining ground
Both Forrester and Skift Meetings highlighted the rise of micro-events. Many organizations are moving away from single large gatherings in favor of smaller, more focused sessions with 200 to 300 attendees. Formats with fewer than 200 participants are growing fastest. Forrester recommends a balanced approach: 50% of resources on maintaining core events, 40% on refining them and 10% on reinvention.
2. Integrated technology drives better results
Organizations that integrate event technology deeply are seeing stronger outcomes. Forrester reports that deep integration has grown significantly and is linked to more frequent measurement, better data use and higher budgets. The message is clear: focus on integration rather than short-term cost savings.
3. In-person events are becoming more valuable
As AI-generated content increases, the value of authentic, in-person experiences is rising. Skift Meetings noted that this shift is strengthening demand for live events. Research also shows that 63% of travelers now use AI to plan trips, further highlighting the contrast between digital and in-person experiences. Transformational events—those that create lasting impact—are becoming a key differentiator.
4. Research is a powerful advocacy tool
Freely available research, particularly from the Incentive Research Foundation, is helping planners benchmark performance and demonstrate value to leadership. The EIC’s Economic Significance Study and its upcoming legacy framework are also supporting advocacy efforts, especially at a local level where many decisions are made.
5. Young professionals are a growing audience
Young professionals represent a significant opportunity for future growth. Research from IAEE shows strong intent to attend trade shows, with high levels of pre-planning and engagement with activations. Importantly, younger attendees should not be overlooked as decision-makers. Mentoring, hands-on experiences and thoughtful engagement strategies can help unlock their potential.
This report was created with the help of Snapsight.
