JTB Releases "Business Events Survey (2026 Edition)": Investment Outcomes and Sustainability Responses Emerge as Trends
JTB's "Business Events Survey 2026," conducted among 800 corporate managers responsible for meetings, events, and training, shows an overall rise in the frequency of business events and a clear trend toward strengthening in-person events. To improve event outcomes, companies' willingness to invest in areas such as event design, content planning, and target audience recruitment has increased, with about half of companies already using external consultants. 74.7% of companies have implemented or are considering sustainability responses, and over 90% of companies can accept the additional costs this entails.