JTB Releases 2026 Business Events Survey

On September 29, 2026, JTB published the "Business Events Survey 2026 Edition" on its Group Newsroom, targeting 800 corporate meeting and event managers. The survey shows an overall increase in the frequency of in-person events, a clear trend toward strengthening offline events, and a reassessment of their role in generating communication, boosting morale, and enhancing brand value. 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 having introduced external consulting into event planning and operations. Regarding sustainability, 74.7% of companies have implemented or are exploring sustainability initiatives, of which more than 90% can accept the additional costs incurred. Another article published the same day differed slightly in its description of the survey respondents, stating it targeted 800 corporate meeting, event, and training managers, with the remaining core data and conclusions consistent.