The trips linked to congresses, conventions and professional meetings are going through a stage of transformation. Beyond the corporate agenda, attendees today seek experiences with value, real ties and a sense of belonging to the destinations they visit.. This is revealed by IBTM World Trends Report 2026prepared by RX, a global company dedicated to the organization of events and exhibitions.
The study analyzes the trends that are defining the direction of the MICE industry (Meetings, Incentives, Conferences and Exhibitions), a strategic segment that mobilizes millions of travelers around the world and generates a direct impact on sectors such as tourism, hotels, gastronomy, transportation and specialized services. Understanding the evolution of these travelers becomes essential for destinations and companies seeking to maintain their competitiveness in a changing environment..
The experience economy gains ground
The report indicates that corporate events are no longer conceived as formal meetings, but as platforms for live experiences that connect with the purpose and culture of the destination. The so-called “experience economy” is consolidated as the central axis of the industry.
Today, participants value environments that integrate the professional with the sensory, where the content is complemented with cultural, gastronomic and social activities that extend the experience beyond the meeting room. For organizers, this means designing events with a comprehensive approach, in which logistics, narrative and local context are part of the same strategy.
Beverage tastings are an attraction for MICE attendees.
Local identity and participation
Authenticity has become a determining factor. According to the report, attendees prefer events that reflect the identity of the destination: its gastronomy, its history, its creative talent and its social character. Involving the local community not only improves visitor perception, but also amplifies the economic and social impact of the encounter.
More and more cities are betting on integrate local suppliers, artists and entrepreneurs into the value chain of their events, generating a virtuous circle between culture, tourism and business. In this way, congresses and conventions cease to be isolated activities and become engines of regional development.
Technology with a human focus
Another key finding of IBTM World Trends Report 2026 is the balance that attendees seek between technological innovation and human interaction. Although artificial intelligence and digital tools have improved the planning, operation and measurement of events, participants increasingly value direct contact and face-to-face conversation.
In a context of hybrid work and digital overexposure, Face-to-face meetings are reaffirmed as spaces to strengthen trust and generate long-term relationships. Technology is a facilitator, but it does not replace the value of the human, the study highlights.
Bleisure: the combination of business and pleasure
The phenomenon of bleisure —the mix between business trips and leisure activities—continues to expand. Attendees take advantage of their stay to get to know the destination, enjoy the cultural offerings or participate in tourist experiences..
For destinations, this represents an opportunity to extend the average stay and diversify tourist spending, generating greater economic benefits. At the same time, it strengthens the image of the destination as an attractive place not only to work, but also to enjoy..
New expectations and challenges
The report concludes that the value of events is no longer measured by the number of attendees or the size of the venue, but by the ability to generate meaningful experiences, connect with the identity of the destination and strengthen ties with local communities.
For organizers, this means rethinking formats, content and success indicators. For destinations, it represents an opportunity to position themselves as active actors in the construction of experiences that integrate business, culture and sustainability.
In a context of economic uncertainty and digital transformation, the MICE industry maintains its role as a driver of global tourism. Its evolution points towards a more human, collaborative and locally integrated vision, where each event becomes an opportunity to strengthen economic development and the connection between people.
