What's Happening?
FCM Meetings & Events has conducted research indicating that attendee experience has become the foremost priority for event planners in Australia and New Zealand. According to the 2026 Global Trends Report, 80% of planners in these regions prioritize
attendee experience over other considerations, surpassing the global average of 76.5%. This shift reflects a broader trend in the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry, where organizations are focusing on delivering well-organized events that respect attendees' time and investment. Employee engagement is a key driver of this change, with 65.5% of respondents in Australia and New Zealand citing it as the primary reason for increased spending. Safety and security also remain critical, with 74.2% of respondents rating it as a high priority.
Why It's Important?
The emphasis on attendee experience signifies a fundamental shift in the MICE industry, moving away from extravagant events to those that are more thoughtful and efficient. This change is important as it aligns with broader business goals of internal alignment, leadership connection, and capability building. The focus on attendee experience can lead to more meaningful interactions and better outcomes for businesses, enhancing employee engagement and satisfaction. Additionally, the prioritization of safety and security reflects ongoing concerns in the industry, ensuring that events are not only engaging but also safe for participants. The trend towards sustainability in event planning further underscores the industry's commitment to responsible practices.
What's Next?
As organizations continue to prioritize attendee experience, event planners may increasingly focus on medium-sized events that offer impact without operational strain. The report suggests that planning cycles in Australia and New Zealand are becoming more compressed, with an average lead time of just 52 days between request for proposal and event. This indicates mounting pressure to deliver quality outcomes quickly. Furthermore, sustainability considerations are likely to become more embedded in planning decisions, with more organizations seeking to reduce their environmental impact by eliminating items like plastic bottles and paper cups from events.
Beyond the Headlines
The shift towards prioritizing attendee experience and sustainability in event planning may have long-term implications for the MICE industry. As organizations become more precise in their planning, they may develop new strategies to enhance engagement and deliver memorable experiences while minimizing costs and environmental impact. This could lead to innovations in event design and execution, as planners seek to balance these competing priorities. Additionally, the focus on safety and security may drive advancements in event technology and protocols, ensuring that events are both engaging and secure.
