CORPORATE spending on meetings and events across Asia Pacific is expected to remain resilient in 2026, but amid geopolitical uncertainty buyers are becoming more selective, placing a greater emphasis on value and more regional destinations with the Vietnamese island of Phu Quoc among the top picks in a report out this week.
According to the latest “What’s Trending 2026” report from BCD Meetings & Events, the market is continuing to grow despite economic headwinds. Rather than cutting meetings altogether, organisations are concentrating budgets on fewer, more strategic events clearer return on investment.
BCD says companies are increasingly favouring regional and domestic gatherings over long-haul programmes, reflecting a wider effort to control costs while maintaining face-to-face engagement. At the same time, delegates are placing greater value on experiences, leading planners to seek destinations that can combine business objectives with memorable activities.
The trend is particularly significant for Asia’s established MICE hubs. While Singapore and Hong Kong continue to benefit from strong air links, international business credentials and mature infrastructure, the report suggests planners are scrutinising costs more closely and comparing premium destinations against emerging alternatives that can offer similar experiences at lower prices.
One destination singled out by BCD is Phu Quoc in Vietnam, which appears in the report’s “Destinations to Watch” section. The island is highlighted as an emerging incentive travel destination, supported by expanding resort infrastructure, growing international connectivity and competitive pricing.
According to BCD, Phu Quoc’s appeal lies in its ability to deliver high-quality incentive experiences while offering value that may be harder to find in more established markets. Its inclusion reflects a broader trend towards destinations that can combine distinctive local experiences with cost efficiency.
Backgrounder… Meet in Vietnam’s tropical Phu Quoc
The growing interest in locations such as Phu Quoc underlines the competitive pressures facing mature destinations across the region. Rather than relying solely on reputation or connectivity, destinations are increasingly expected to demonstrate how they can support business objectives, attendee engagement and budget requirements.
The report also highlights a continued focus on event effectiveness. Organisations are placing greater emphasis on measurement, procurement oversight and technology, including artificial intelligence, to improve efficiency and personalise attendee experiences.
More… BCD M&E shows green opportunity
For China, the report offers only limited direct commentary, but many of the wider regional themes are relevant, particularly the emphasis on regional programmes, tighter budget management and the search for stronger event outcomes. More broadly, BCD suggests companies are seeking to “do more with less”, favouring quality and impact over scale.
Destinations able to combine accessibility, compelling experiences and demonstrable value are likely to be the winners in 2026, whether they are established hubs such as Singapore and Hong Kong or emerging contenders such as Phu Quoc.
The full What’s Trending 2026 report from BCD Meetings & Events is available here…
Main image… Sunset City on the island of Phu Quoc, Vietnam
