JTB Releases 2026 Business Events Survey
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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.
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- JTB Group NewsroomJTB发布2026年度商务活动调查：投资与可持续发展并进
JTB对800名负责企业会议、活动和培训的人员进行了“2026年商务活动调查”。结果显示，线下活动需求持续高涨，作为企业重要沟通手段的地位稳固；企业越来越期待专业知识和投资以最大化活动成果；可持续发展已成为活动运营的重要主题，74.7%的企业正在实施或考虑相关措施，90%以上的企业愿意承担额外成本。
- JTB Group NewsroomJTB 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.
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