What's Your Biggest Hope for the Event Industry in 2026?
After years of disruption, recalibration, and rapid change, the event industry is looking ahead with cautious optimism. As 2026 approaches, leaders across agencies, brands, venues, and production companies are reflecting on what they hope the next chapter holds—not just in terms of growth, but in how the industry works, creates, and shows up for people.
Together, their perspectives highlight a desire for deeper purpose, healthier ways of working, and more thoughtful, people-first experiences. Here’s what 25 event professionals around the world are hoping to see in 2026...
Louisa O’Connor, managing director, Seen Presents, London
“All the reports say we are in the golden era of events—that investment is at an all-time high and that the industry will boom next year. But on the ground, it often doesn’t feel that way. A lot of our clients are constantly fighting to do more for less, with budgets being cut year over year. It seems finance still doesn't understand the power of events and how much impact they can have on brand loyalty, fame, and resonance. Events make you truly feel something, over and above any advert or social campaign. My wish for 2026 is that events are treated with the same investment as traditional marketing and given the same platform to shine, so that we can continue to transform brands and essentially give people a way to escape and connect.”