Despite global headwinds, corporate appetite for meetings, events and incentive travel is growing according to the inaugural Global Trends Report.

Produced by FCM Meetings & Events in partnership with fellow Flight Centre Travel Group business FCM Consulting and Cvent, the report shows that corporate events have grown year-on-year globally since 2022.

Across the Asia Pacific, 47 per cent of planners are putting their budget into bigger events, with 32 per cent expecting to spend more on events in 2025.

The report shows companies believe incentive experiences and travel programs boost engagement, with 68 per cent seeing improved employee motivation and strengthened relationships as a key benefit.

FCM Meetings & Events Global General Manager Simone Seiler said: “We found that 80 per cent of respondents say that engagement is the heartbeat of their corporate meetings, driving connections that lead to innovation – it's the secret ingredient that transforms gatherings into extraordinary experiences.

“APAC is leading the charge, and scaling up with intention by adding people, frequency, and dollars, and suggesting live events are being used strategically to build brands, connect with stakeholders, and strengthen internal culture."

Seiler said that in media, tech, travel, and real estate, investing in engagement through corporate events is seen as fuelling creativity and expands networks.

"These industries use gatherings to foster collaboration and innovation, which are crucial for growth,” Ms Seiler said.

“Notably, 56 per cent of respondents say meetings are primarily for people engagement, highlighting the role of connectivity in driving success.

“In industries where customer experience is everything and competition is fierce, the emphasis on human connection is dialled up. The real estate, travel, and financial industries are leading in this space, with 60 per cent or more of meetings and events focusing on engagement.”

The results of the survey showed that 43 per cent of respondents are upping their investment meetings and events by 10 per cent or more, and 39 per cent plan to keep things steady.

The report found that globally, around 47 per cent of companies invested in medium-to-large-scale events with between 50 to 150+ attendees, with more people usually equalling a greater spend.

“Although the worldwide picture isn't uniform, the Asia Pacific took the lead in 2024, with 47 per cent of planners putting their budget into bigger events," Seiler said.

"The Americas weren't far behind at 42 per cent, while Europe, the Middle East, and Africa (EMEA) trailed at 35 per cent.

“APAC is scaling up with intention. Adding people, frequency, and dollars, suggesting live events are being used strategically to build brands, connect with stakeholders, and strengthen internal culture.

"We will continue to watch the Americas region with interest, given the current tariff climate, but it’s encouraging to see that domestic travel for business has increased slightly over the last two months.

“For planners elsewhere, it's a reminder that the bar is rising. The numbers tell us there's still plenty of variety in approach, and smaller events aren't going anywhere. But they'll need to work harder to deliver the same level of impact.”

With more focus on ‘bleisure’ than ever, Ms Seiler said incentive travel was a real drawcard for employees looking for a new challenge.

“Incentive experiences and travel programs boost engagement, with 68 per cent of companies seeing improved employee motivation and strengthened relationships as a key benefit,” she said.

“For senior leaders looking to improve company culture, boost performance, retain talent, and create strong teams, including an incentive travel program in their overall strategy is a good place to start. More often than not, the benefits are qualitative, not quantitative.

“Looking ahead, it's clear that the industry's future growth will be defined by how well those deliver unique and personalised service, enable and encourage responsible travel choices and design events that are accessible and engaging on every level.”

The full report can be downloaded here.