• BUSINESS EVENTS
“DWTC’s H1 2026 events calendar reinforces Dubai’s role as a catalyst for economic growth,
business tourism and cross-sector collaboration”
Artificial intelligence is one of the most significant developments shaping the future of business events. The IBTM World Trends Report reports that around half of event planners are already using AI tools, particularly for matchmaking, content generation and engagement tracking. AI-powered networking platforms analyse attendee profiles, professional interests and behavioural data to recommend relevant connections, improving the quality of networking and collaboration opportunities. Operational AI is also transforming event management. Automated scheduling, real-time analytics and AI-generated reporting allow organisers to evaluate engagement levels, lead generation and meeting outcomes more accurately than ever before. Immersive technologies are also expanding the possibilities of event participation. Augmented reality demonstrations allow exhibitors to present complex technologies interactively, while virtual reality networking environments enable remote participants to interact in shared digital spaces. Hybrid participation has become embedded across the industry. Distributed workforces and global collaboration mean that many delegates now participate remotely, even when physical attendance remains the centrepiece of events. Looking ahead, the next generation of business events may combine physical attendance with immersive digital participation and AI-assisted content delivery, creating entirely new formats for global collaboration. SUSTAINABILITY AND CARBON ACCOUNTABILITY Alongside technological transformation, sustainability has become one of the defining forces shaping the future of the meetings industry. Corporate clients with ambitious ESG commitments increasingly require suppliers to provide verified data on environmental
performance, including carbon emissions, waste management and supply chain sourcing. Regulatory frameworks are also accelerating this shift. The EU Corporate Sustainability Reporting Directive (CSRD) and emerging UK Sustainability Reporting Standards are expanding requirements for organisations to measure and report Scope 1, 2 and Scope 3 emissions, including those associated with business travel and events. Investment markets are reinforcing the trend. Research indicates that more than 70% of investors believe companies must integrate sustainability into their core business strategies, linking ESG performance to long-term enterprise value. The events industry is responding with new tools and technologies designed to measure and reduce environmental impact. Platforms such as TRACE by isla, Green Events Tool (GET) and My Event Footprint enable organisers to monitor emissions, materials
usage and waste diversion. Innovations emerging across the sector include live carbon dashboards, regenerative catering models prioritising local sourcing and circular exhibition systems that reuse or donate materials. For destinations competing to host international conferences, sustainability credentials are becoming a decisive factor. INFRASTRUCTURE DESIGNED FOR THE NEXT GENERATION OF EVENTS Across the Middle East, new venues are integrating sustainability and digital capability from the outset. In Dubai, Expo City Dubai and the Dubai Exhibition Centre incorporate renewable energy systems, water recycling and energy-efficient design. The site also includes the Green Zone, developed during COP28, which focuses on sustainability education, climate projects and industry collaboration.
106 | ATM YEARBOOK 2026
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