Recovery Momentum Continues Despite Global Uncertainties
The Events Industry Council (EIC) has released its Q4 2025 Global Business Events Barometer, revealing continued recovery across the global business events sector with hotel room nights reaching 97% of 2019 levels. The data shows request for proposal (RFP) activity remains above pre-pandemic benchmarks at 102%, indicating sustained demand for business gatherings.
The report highlights a notable shift toward longer-term planning, with RFP activity for events scheduled more than 12 months in advance continuing to grow, signalling strong confidence in the value of in-person and hybrid gatherings.
New Geopolitical Challenges Emerge
Amy Calvert, President and CEO of the Events Industry Council, noted that while 2025 closed with solid momentum, early 2026 has brought new disruptions. "In the near term we anticipate it will reflect increased volatility related to the war in Iran and the resulting global impact on fuel supply, travel patterns, and economic confidence," she said.
Oxford Economics prepared an updated Global Travel Outlook for EIC members, including scenarios for a prolonged Middle East conflict and surge in oil prices. Adam Sacks, President of Tourism Economics at Oxford Economics, explained the interconnected nature of current challenges: "The rapidly evolving conflict in the Middle East underscores how deeply interconnected global organizations and economies have become."
Cost Pressures Persist
The Barometer reveals persistent cost pressures, with global room rates averaging 139% of 2019 levels. Despite these challenges, Oxford Economics expects global travel to remain resilient, currently anticipating 6% growth in international arrivals this year, down from a previous forecast of 8%.
Industry Research and Advocacy Efforts
EIC is advancing the 2026 Global Economic Significance of Business Events Study in partnership with Oxford Economics, with findings scheduled for release in May during Global Meetings Industry Day. "This study is foundational to our industry's ability to advocate effectively," Calvert said. "It provides the credible, global data needed to demonstrate not only the economic impact of business events, but their broader societal value."
The organization is calling for industry participation in a global survey informing the study, with the survey remaining open through 13 April 2026. The Global Business Events Barometer is commissioned by EIC and conducted by Oxford Economics using data from Amadeus' MeetingBroker platform, Cvent and STR.
Based on reporting by Exhibitor Magazine. Read the original article.