The Evolution of Corporate Travel
Corporate travel associated with conferences, conventions, and professional meetings is undergoing a transformation, according to the IBTM World Trends Report 2026. Today’s attendees seek meaningful experiences, local identity, and stronger connections with host communities rather than just attending formal corporate gatherings.
The Rise of Experiential Economy
The report highlights that corporate events are no longer perceived as formal meetings but platforms for experiences connecting with the purpose and culture of the destination. The “experiential economy” has become central to the industry.
- Integration of Professional and Sensory: Attendees now value environments that blend professional content with cultural, gastronomic, and social activities extending beyond the meeting room.
- Local Involvement: Authenticity is crucial, with attendees preferring events reflecting the destination’s gastronomy, history, creative talent, and social character.
- Technology with Human Focus: While technological innovation and digital tools enhance event planning, operation, and measurement, attendees increasingly value direct contact and face-to-face conversations.
Identity and Local Participation
Integrating local providers, artists, and entrepreneurs into event value chains creates a virtuous cycle between culture, tourism, and business. Congresses and conventions evolve from isolated activities to regional development drivers.
Bleisure: Blending Business and Leisure
The bleisure phenomenon—combining business and leisure travel—continues to expand. Attendees utilize their stay to explore the destination, enjoy cultural offerings, or participate in tourism experiences.
This presents an opportunity for destinations to extend average stays and diversify tourism spending, generating greater economic impact while enhancing the destination’s image as a place for both work and leisure.
New Expectations and Challenges
The report concludes that event value is now measured by the ability to create meaningful experiences, connect with the destination’s identity, and strengthen ties with local communities rather than attendance numbers or venue size.
- Rethinking Formats and Content: Organizers must reconsider event formats, content, and success indicators.
- Active Destination Positioning: Destinations have the chance to position themselves as active participants in constructing experiences integrating business, culture, and sustainability.
The Future of MICE in a Changing World
In an era of economic uncertainty and digital transformation, the MICE industry remains a global tourism driver. Its evolution focuses on a more human, collaborative, and locally integrated approach, turning each event into an opportunity for economic development and human connection.
