JTB Releases 2026 Business Event Survey: Investment and Sustainability Advance
JTB conducted its 2026 Business Event Survey of 800 corporate meeting, event and training managers. Results show that demand for in-person events remains high and they are established as an important corporate communication tool; expectations for specialised expertise and investment to maximise event outcomes are rising; and sustainability has become a key theme in event operations, with 74.7% of companies implementing or considering measures and over 90% willing to bear additional costs.
Impact and considerations
The survey shows solid demand for in-person events and corporate willingness to invest in outcomes and sustainability, which has implications for MICE suppliers and event planners in service design and pricing strategy.
Key points
- JTB conducted its 2026 Business Event Survey of 800 corporate meeting, event and training managers.
- Demand for in-person events remains high and they are established as an important corporate communication tool, particularly effective for communication creation, motivation improvement and brand value enhancement.
- Expectations for specialised expertise and investment to maximise event outcomes are rising, with about half of companies using external consulting for event planning and operations.
- Sustainability has become a key theme in event operations, with 74.7% of companies implementing or considering measures and over 90% willing to bear additional costs.
Sources and time
- Primary source
- JTB Corp.
- Other sources
- 0
- First source publication
- 29 Sept 2026, 08:00
- Page published
- 29 Sept 2026, 18:01
- Last updated
- 29 Sept 2026, 08:00
- Original links
- JTB Group Newsroom：「ビジネスイベント調査（2026年度版）」を発表～成果創出を見据えた投資とサステナビリティ対応が進展～｜ニュースルーム｜JTBグループサイト (opens in a new tab)Primary source · ja · Published 29 Sept 2026, 08:00