Confidence in the value of face-to-face events is rising, but a significant measurement gap remains, with many planners still unable to clearly prove the ROI of their programmes, according to new research from Global DMC Partners.
The organisation’s latest Meetings & Events Industry Pulse Survey, based on responses from 162 global event professionals, highlights a growing disconnect between the pressure to demonstrate event ROI and the tools available to do so.
While 68% of planners report increasing pressure from stakeholders to prove the business impact of meetings and incentive programmes, only 30% currently use data or analytics tools to track ROI.
A further 26% plan to adopt such tools, but 44% have no formal measurement in place, leaving much of the industry without clear evidence to support investment cases.
Catherine Chaulet, president and CEO of Global DMC Partners, said that while planners can see the benefits of their programmes through stronger relationships, closed deals and improved employee engagement, this is often not enough when budgets come under scrutiny. Without measurable data, she warned, events risk becoming an easy target for cuts.
Despite the measurement gap, organisations are increasingly recognising events as a driver of business performance. According to the survey, 41% of respondents link events to revenue growth, 27% to sales conversion rates and nearly one in five to partnership and deal closures.
Other metrics include client engagement scores (37%) and employee retention and satisfaction (31%), signalling a shift towards more commercially focused evaluation.
At the same time, investment in in-person events remains resilient. Nearly three-quarters (74%) of respondents expect budgets to stay the same or increase in 2026, with 35% predicting moderate growth. This comes despite ongoing cost pressures, particularly around venue rates, food and beverage, inflation and air travel.
The findings also reinforce the continued importance of human connection in business events. More than a third of planners (36%) report rising attendance levels, while 44% say numbers have stabilised, suggesting sustained demand for in-person experiences even as virtual options remain available.
“This data confirms what we see across the industry: companies deeply believe in the power of bringing people together, and they are backing that belief with real investment,” said Chaulet.
She concluded that organisations that can link meetings and incentive programmes to tangible outcomes such as revenue, retention and relationship growth will be better placed to “earn bigger budgets and stronger seats at the table.”