2026 Outlook – A New Era of Congress Strategy Begins

“Conferences are no longer events – they are ecosystems.

Those who grasp this shift early will shape the future.”

— Giancarlo Leporatti

As 2026 begins, the international congress industry enters a new phase — no longer driven by pandemic recovery, but by structural change.

The 2026 Outlook, published by the Congress Intelligence Unit, examines this transition. It outlines how the congress ecosystem is evolving: from fragmented event planning to a more integrated, strategic approach involving destinations, associations, institutions, and professional organisers.

What’s changing?

Face-to-face meetings have regained centrality, but no longer mirror pre-2020 models. Participation is more qualified than massive. The focus has shifted toward:

• strategic positioning through congresses,

• quality of experience over volume,

• coherence between place and programme,

• operational efficiency supported by technology.

At the same time, the congress value chain is reorganising. PCOs are regaining a pivotal role in the international flows of events. Scientific societies and associations are becoming active decision-makers. Public institutions are now called to play a more functional and accountable role in supporting congress strategies.

Why this matters

Conferences today are often deliberate tools of scientific diplomacy, urban development, and institutional branding. Hosting a congress is not just an opportunity — it’s a statement.

For stakeholders across Europe, this means adapting to a new set of rules, expectations, and success indicators. The 2026 Outlook identifies these shifts, offering key insights and forward-looking strategies.

A concrete tool in this changing landscape

In this evolving scenario, Association Days Europe has positioned itself for over a decade as a working platform where scientific societies, congress organisers, and destinations can meet, align their visions, and build concrete opportunities.

Download the full report

2026 Outlook – Rethinking the Rules and Seizing the New Opportunities

Now available in the Congress Intelligence Unit Library.

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