American Express has found that events are playing a larger role in business travel itineraries in 2026.
The latest Amex Trendex: Business Travel Edition shows that 93% of business travellers surveyed say they will attend major events such as sporting events, concerts, festivals, or cultural events while travelling for business in 2026.
Some 85% of business travellers and decision-makers believe bringing clients or prospects to major events can be more effective for building relationships than traditional business activities, such as dining, while 82% agree they are more likely to win new business after hosting a client or prospect at a major event. The survey also shows 84% agree that investing in these memorable experiences helps their company stand out from competitors.
. . . Destinations
As such, the research shows that business travellers are looking to destinations hosting noteworthy events, and these cities are seeing business spend rise.
According to Amex, cities seeing rising business travel spend this year include Hyderabad, Manchester and Adelaide, the latter hosting events next year including Santos Tour Down Under in Jan as well as LIV Golf in Mar. See the report HERE.
