February 02, 2026
Events
By Mike Fletcher
2026 trends eBook blog siderail header
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Your Top Event Trends for 2026
A look at what's shaping the industry, and what to do next
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As marketing and event teams look ahead to 2026, attending events remains critical for shaping strategy, building relationships, and demonstrating impact, whether you’re focused on demand generation, brand building, event delivery, or technology.

We’re here to help you plan your event diaries with our ultimate ‘what’s on guide’. Read on for recommended B2B Marketing Events and Event Planning Conferences in 2026.

B2B marketing events

Event: Connexus Enterprise Marketing London

Why attend: This exclusive evening event gathers senior marketing leaders, strategists, and innovators in London to explore cutting-edge approaches to marketing strategy, technology, customer experience, and personalisation. Whether you’re focused on strategy, customer experience, or innovation, this event offers a premium forum for exchange and collaboration.

Event: MadFest UpNorth

Why attend: MadFest UpNorth brings together senior marketers for a mix of bold thinking, practical insight, and creative inspiration. Expect unfiltered talks from global brands, agencies, and challengers focused on what actually drives growth.

Event: Mobile World Congress

Why attend: While rooted in technology, MWC is a major draw for B2B marketers looking to understand innovation, digital transformation, and the future of customer engagement.

Event: The MarTech Summit Berlin

Why attend: This one-day, English-speaking, senior-level event focuses on how marketing leaders can better use technology, data, and AI to drive performance, personalisation, and ROI. It is co-located with the Data Demystified Summit.

Event: Connexus Enterprise Marketing Amsterdam

Why attend: Connexus Enterprise Marketing Amsterdam brings together senior marketing leaders, strategists, and innovators to share insights, challenge assumptions, and explore cutting-edge approaches to customer experience, digital transformation, and integrated marketing strategy. It will help you translate emerging trends, including data-driven decision-making, AI-enabled personalisation, and cross-channel growth strategies, into action.

Main stage at Ad Week Europe

Event: Advertising Week Europe

Why attend: Advertising Week Europe is an influential gathering for professionals in advertising, marketing, media, and technology. Over three days, you’ll hear from industry leaders, agency executives, brand strategists, and tech innovators on topics such as data-driven strategy, creative excellence, the impact of AI on marketing, and the future of media. Evening networking and special events further enhance opportunities for connection, making them valuable for anyone shaping the future of advertising and brand engagement.

Event: CONNECT CMO Leadership Summit (UK)

Why attend: CONNECT CMO Leadership Summit UK is an invitation-only event that brings senior marketing leaders together for executive-level content, personalised one-to-one meetings, and high-impact networking.With curated sessions, tailored solution meetings, and opportunities to build peer connections, this summit is ideal for CMOs and senior marketers looking to translate emerging trends into business outcomes and strengthen strategic partnerships.

Event: Global Marketer Week

Why attend: Hosted by the World Federation of Advertisers, Global Marketer Week is the flagship annual gathering for multinational marketers. Spanning four days, you’ll engage in the latest thinking on brand growth, data-driven marketing, creativity, and organisational strategy. Access to most conference sessions is free for global and regional marketers from WFA member organisations.

Event: Fin.Tech Marketing Conference (FinTech B2B Marketing Conference)

Why attend: The FinTech Marketing Conference is Europe’s leading gathering for senior marketing leaders in financial services, fintech and technology sectors. You’ll benefit from high-impact sessions on data-driven strategy, AI-enabled personalisation, marketing automation, and operational efficiency. Whether you’re focused on revenue growth or evolving your marketing stack, this event delivers actionable insights and best practices to refine your strategy.

Event: Memcom Conference 2026

Why attend: The Memcom Conference brings together association and charity leaders to explore the latest strategies for member engagement, communications, and organisational growth. With content focused on real-world challenges and peer collaboration, Memcom 2026 is ideal for professionals looking to elevate their membership strategies.

Event: OMR Festival

  • Date: 5–6 May
  • Location: Hamburg Messe, Hamburg, Germany
  • Website: https://omr.com

Why attend: One of Europe’s largest marketing festivals, OMR blends high-profile speakers across five stages, masterclasses, and a huge exhibition showcasing platforms, tools, and trends shaping modern marketing.

Event: Brands & Culture London

Why attend: Brands & Culture London is a two-day deep-dive into how brands can move beyond reactionary marketing to make and shape culture in meaningful ways. Designed for senior marketers, this program will explore critical questions about cultural relevance, including how to build long-term cultural impact, cultivate genuine audience connection, and embed cultural intelligence into strategy.

Event: Digital Marketing World Forum

Why attend: Digital Marketing World Forum showcases the latest trends, tools, and strategies across digital marketing, martech, data, and customer experience. With exhibitors, conference sessions, and networking opportunities, it’s a useful environment for discovering new technologies and approaches.

Event: Dublin Tech Summit

Why attend: Dublin Tech Summit brings together global technology leaders, startups, investors, and enterprise teams to explore innovation across AI, cybersecurity, digital transformation, and emerging tech. For marketers and event professionals, it offers insight into how technology is reshaping customer engagement, data strategy, and business growth.

Event: Brands & Culture Cannes Villa

Why attend: Brands & Culture Cannes Villa offers an intimate setting for senior marketers and creative leaders to explore how brands can authentically engage with culture. Hosted alongside the Cannes Lions Festival, the experience combines thought leadership, curated discussions, and high-level networking in a private villa environment.

Cannes Lions logo

Event: Cannes Lions – International Festival of Creativity

Why attend: Cannes Lions is the global meeting place for creative leaders and marketers, offering inspiration, insight, and networking at the intersection of creativity, brand, and culture. Plus, it’s a week in the South of France in June, why would you want to be anywhere else?

Event: B2B Ignite

Why attend: Ignite is B2B Marketing’s flagship conference, bringing together senior marketers to explore strategy, leadership, demand generation, and measurement. The programme blends expert insight with practical case studies, making it ideal for teams looking to sharpen their approach and drive meaningful business impact. With exclusive research, no-holds-barred case studies, 70+ speakers, and hands-on workshops, you’ll find practical advice that’s relevant to you.

Event: MAD//Fest

Why attend: Now in its ninth year, MAD//Fest has become the go-to event for brand and agency marketers looking for fresh ideas, inspiration, and new connections. It takes its festival vibe seriously, blending creativity, innovation and fun into every corner of the experience. The line-up features big-name speakers, street food, bar takeovers, DJs, and evening entertainment.

Event: DigiMarCon UK

Why attend: DigiMarCon UK brings together senior marketers, media planners, data specialists, and technology leaders for a full day of learning and inspiration. With ample networking breaks and opportunities to connect with peers and solution providers, DigiMarCon UK is ideal for teams looking to sharpen their digital playbook, discover new tools, and return to the office with actionable insights to drive growth.

Event: DMEXCO

Why attend: DMEXCO brings together the digital marketing ecosystem to explore innovation across media, data, commerce, and marketing technology, with a strong focus on future-ready strategies.

Event: Forrester B2B Summit EMEA

Why attend: Forrester’s B2B Summit EMEA is a must-attend event for senior marketing, sales, and product leaders across Europe, the Middle East, and Africa. You can expect research-backed sessions, frameworks for navigating AI-driven transformation, immersive workshops, and structured networking opportunities with decision-makers from leading organisations. Whether you’re focused on driving growth, refining go-to-market strategy, or aligning teams around customer value, this summit delivers actionable insights.

Event: The Marketing Society Inspiration & Changemakers Conference 2026

Why attend: The Marketing Society’s Inspiration & Changemakers Conference brings together senior brand, marketing and strategy leaders to explore how marketing can drive both commercial growth and purposeful impact. With dedicated networking and roundtable sessions, this event offers a unique forum to challenge assumptions, exchange ideas with peers, and leave with practical approaches for driving meaningful change.

Event: Festival of Marketing

Why attend: Organised by Marketing Week, this event combines big-picture thinking with practical insight for senior marketers tackling brand, performance, and leadership challenges.

Event: AI Expo Europe

Why attend: Have an interest in AI? This event focuses on the latest advancements in artificial intelligence and its applications across industries. It brings together thought leaders, innovators, and industry experts to discuss trends, challenges, and future directions in AI technology. It includes networking opportunities and expert insights from seasoned practitioners.

Event: The MarTech Summit London

Why attend: Are you looking to refine your martech stack, improve your data strategy, and unlock better insights across campaigns? This focused environment is designed for you.

Event: B2B Marketing Expo

Why attend: This dedicated B2B marketing exhibition, co-located with the Marketing Technology Expo, offers a glimpse into the future of marketing. Alongside 200 exhibitors, the event features sessions on topics ranging from programmatic advertising and automation to social media trends and content marketing, as well as opportunities to experience cutting-edge technology firsthand.


Event planning conferences

Main stage at Micebook Expo

Event: Micebook EXPO 2026

Why attend: Micebook EXPO will help you kick off the year with fresh ideas, meaningful connections, and practical insight. You can pre-book 1-to-1 meetings with suppliers, attend inspiring content sessions and workshops, and build valuable relationships. The 2026 edition features keynote talks, interactive discussions, specialised deep dives into corporate and agency trends, and more than 100 exhibitors.

Event: C&IT Agency Forum

Why attend: Spanning two days, this forum for agency planners features one-to-one meetings with suppliers matched to your needs, alongside hosted networking, curated content, and opportunities to build meaningful industry connections.

Event: MPI European Meetings & Events Conference (EMEC)

Why attend: The European Meetings & Events Conference (EMEC) is Meeting Professionals International’s signature European gathering for meeting and event professionals. Held over four days in Barcelona, EMEC delivers a mix of immersive education, innovation labs, and structured networking opportunities, designed to help you elevate your event strategy, embrace new technologies, and build meaningful connections across the industry.
 

A group of people are standing in front of the Welcome to International Confex banner.

Event: International Confex

Why attend: International Confex is a trade show for event professionals seeking to source suppliers, explore new technology, and gain insight into the future of events and experiences. It is co-located with the Event Production Show and The PA Show, making it a one-stop shop for all your event-planning, educational, and supplier needs.

Event: ITB Berlin

Why attend: ITB Berlin celebrates its 60th anniversary this year, bringing together thousands of exhibitors and industry leaders to explore trends in business travel, travel technology, sustainability, destination marketing, and experiential tourism. Alongside the main exhibition, the ITB Berlin Convention delivers forward-looking sessions on topics such as AI, sustainable growth, and strategic innovation, offering you opportunities for networking, insight gathering, and cross-border partnership building.

Event: British Tourism & Travel Show

Why attend: With more than 200 exhibitors and a packed programme of expert-led keynotes and interactive features, the British Tourism & Travel Show is designed to inspire fresh ideas for itineraries, group tours, and travel experiences. Whether you’re an incentives planner or destination marketer, you’ll find opportunities to connect with suppliers, gain insight into trends and best practices, and build valuable industry relationships.

Event: C&IT International Forum

Why attend: The C&IT International Forum is an exclusive, invitation-only experience for senior UK event professionals focused on international event planning and global supplier relationships. Over three days, you’ll experience a luxury river cruise from Lyon to Mâcon, combining curated one-to-one meetings with global suppliers, expert-led insight sessions, and immersive networking experiences. With limited places and a premium, intimate format, this forum is ideal for planners seeking high-impact connections and fresh perspectives on international events.

Event: The BNC Show

Why attend: The BNC Show takes place twice a year, so if you can’t make the April event, there’s a second chance to attend in the Autumn. At Central Hall Westminster in April, you’ll have the chance to chat with hundreds of venues and suppliers while enjoying complimentary catering and fun experiences, including pamper treats.

Event: ABPCO’s Festival of Learning

Why attend: The Festival of Learning brings together the UK's association events industry and provides opportunities for sharing, learning, and collaboration. It’s attended by 100 PCOs and a range of industry partners. With optional activities on the afternoon of 29 April, the event includes a networking supper followed by a full day of learning.

Event: ITM Springboard 2026

Why attend: ITM Springboard is a career-development-focused event designed for rising professionals and early-career event planners, marketers, and meetings specialists. Across two days in Brighton, you’ll benefit from practical workshops, mentoring sessions, professional skills development, and focused networking with peers and industry leaders.

Event: SITE Night Europe

Why attend: If you’re in Frankfurt for IMEX, why not take the opportunity to meet with around 500 incentive professionals from all over the world at SITE’s annual networking event, held the evening before the trade show opens.

Frankfurt Show, showing the aisle with many people walking around and a variety of booths and advertisements.

Event: IMEX Frankfurt

Why attend: IMEX’s hosted buyer programme offers no matchmaking; instead, participants commit to meeting with between six and eight exhibitors daily. As a hosted buyer, you receive free flights from Europe and four- or five-star accommodation. In between meetings, explore more than 150 education sessions across six tracks ranging from Event Marketing and Experience Design to Technology, Trends and Research.

Event: The Meetings Show

Why attend: You get three exhibitions for the price of a London tube ticket when you visit The Meetings Show, which is co-located with both the Business Travel Show Europe and the Travel Tech Show. By joining The Meetings Show’s hosted buyer programme, you’ll receive a pass to the pre-show conference and welcome reception, two nights’ accommodation, dedicated one-to-one appointments, and travel within the UK and Europe.

Event: C&IT Festival of Forums

Why attend: Designed for senior decision-makers shaping internal events, client experiences and incentive programmes, Festival of Forums combines curated one-to-one meetings, future-focused content, immersive networking and standout social experiences.

Event: AEME Events Management Educators Forum 2026

Why attend: The AEME Events Management Educators Forum is a platform for anyone involved in events education, professional development, or the intersection of research and practice.The forum’s theme for 2026 is ‘Events for a Changing World: Responsibility, Equity and Impact’. You will explore how events can reflect values, drive inclusion, and deliver meaningful impact. The three-day programme brings together educators, practitioners, and thought leaders for presentations, workshops, and debate.

Event: ICE Conference and Awards, London

Why attend: Celebrating 12 years of excellence, the ICEAWARDS honours corporate event planners for their impactful work. Open to teams spending 70% of their time on events, the 2026 London ceremony will be held alongside the ICE Conference on 9 July. The conference features keynote presentations, interactive “campfire” sessions, and discussion forums. ICEAWARDS are also held in Munich (2 July) and New York (22 July).

Event: CN Agency Leaders Summit

Why attend: The CN Agency Leaders Summit brings together senior agency founders, directors and leadership teams to discuss growth, talent, and future strategy. Through keynote sessions and peer discussion, you’ll gain insight into navigating commercial challenges and evolving client expectations.

Event: Convening EMEA

Why attend: Convening EMEA is PCMA’s annual flagship event for the EMEA region, bringing together the global business events community for an immersive three-day programme. In 2026, the event heads to Lisbon, welcoming more than 500 business event leaders from over 40 countries. Attendees come together to challenge conventional thinking, share knowledge, and collaborate on how the industry can move forward together. The programme blends education, inspiration, and networking, providing a platform to build meaningful connections, do business, and gain fresh perspectives that support both personal and organisational growth.

Event: GBTA Conference Hamburg (in partnership with VDR)

Why attend: The GBTA Conference Hamburg, delivered in partnership with VDR, brings together business travel and meetings professionals to explore trends in mobility, sustainability, technology, and meetings strategy. You’ll benefit from regional insight, expert speakers, and networking with peers across Europe.

Event: World Travel Market (WTM)

Why attend: WTM inspires and educates hundreds of thousands of travel professionals every year. Its conference programme spans every sector that matters in travel and features key insights and takeaways you can apply to your business immediately. This established show has brought the global travel industry together since its launch in 1980. 

A group of people standing behind a counter with a Cvent logo at an event stand.

Event: IBTM World

Why attend: Not only will you feel the warmth of the Barcelona winter sun, but you’ll also have an opportunity to speak with over 3,000 global destinations, along with a raft of venues and suppliers. As a hosted buyer, you’ll receive an online personalised diary to manage your appointments, complimentary four/five-star accommodation, access to exclusive networking opportunities and the chance to apply for a post-event tour to a global meetings destination.

Event: Event Tech Live

Why attend: This two-day trade show focuses on the technology shaping the future of events, from registration and engagement to data, analytics, and on-site delivery.

Event: The Global Event Tech Summit

Why attend: The Global Event Tech Summit from Conference News explores how technology is transforming the planning, delivery, and measurement of events. With a focus on innovation, digital tools, and future trends, the event offers insight for professionals looking to enhance efficiency, engagement, and event ROI.

Pre-register for Cvent CONNECT Europe 2026

Reggie on stage at CONNECT Europe

Event: Cvent CONNECT Europe

Why attend: Cvent CONNECT Europe brings together marketers, event, and hospitality professionals to explore how technology, data, and AI can drive smarter planning, stronger engagement, and measurable ROI across the entire event lifecycle.

Hosted last year by broadcaster and TV presenter Dermot O’Leary, Cvent CONNECT Europe 2025 provided an essential overview of the key issues, trends, and technology shaping the events and hospitality sectors. Check out the 2025 conference highlights with our Inside Cvent CONNECT Europe 2025: Your Full Conference Recap.

How to get the most out of the events you attend

Knowing how to make the most of your time at these events is key to achieving your objectives and demonstrating ROI. The right approach can help you maximise learning, build meaningful connections, and uncover actionable insights to apply to your strategy.

Follow these tips, and you won’t go wrong.

Set clear goals

Before attending a conference, take time to clearly outline what you hope to achieve. This may include networking with industry leaders, learning about emerging trends, securing sponsorships, or developing relationships that could lead to future partnerships. Having specific objectives will help you focus your efforts and make meaningful connections during the event. 

Engage actively

Active participation is key to maximising your experience. Attend sessions, ask questions, engage with speakers and fellow attendees, and set meetings with anyone who might be a valuable connection. This will not only enhance your learning but also help you build valuable relationships that benefit your business and career.

Follow-up strategically 

The real value of attending events often lies in the follow-up. Reach out to new contacts within 48-hours, share insights with your team, implement the strategies you've learned, and follow up on any leads you might have generated for your sales team.

Mike leaning against the wall in his home with London skyline wall art in the background.

Mike Fletcher

Mike has been writing about the meetings and events industry for almost 20 years as a former editor at Haymarket Media Group, and then as a freelance writer and editor.

He currently runs his own content agency, Slippy Media, catering for a wide-range of client requirements, including social strategy, long-form, event photography, event videography, reports, blogs and ghost-written material.

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