The Tomorrow’s Talent programme, run by The Meetings Show and now in its eighth year, highlights rising talent across the meetings and events industry, offering insight into how the next generation is shaping the sector. We take a look at how this year’s cohort is challenging traditional thinking and redefining what makes a successful event…
People-first approach is what makes a successful event
For many of this year’s Tomorrow’s Talent winners, there is a sense that success is being redefined by changing expectations across the industry. They are seeing a growing emphasis on efficiency, sustainability and a more people-focused approach to delivery. This is already reflected in how the cohort views the overall purpose and impact of events. As Annabelle Lynch, Project Manager at DRPG, explains: “Today’s delegates want experiences that are engaging and worth their time. With increasing demands on their lives, expectations are higher and value is key.”
Annabelle Lynch
That focus on experience and value continues to emerge across the winners, particularly around how events are judged beyond logistics alone. Olivia Wilkie, Senior Project Executive at asembl., questions the assumption that success is simply an event that runs smoothly, stating that: “you can deliver a flawless event that’s also completely forgettable”. Her perspective reflects a growing focus on what an event leaves behind for its audience, rather than just how it operates on the day.
Olivia Wilkie
Building on this idea of impact, several of the winners highlight a move towards more intentional, experience-led design. Louise Balderson, Project Manager at XSEM, similarly highlights the importance of emotional impact. “I’ve seen a clear shift towards experience-led thinking,” she says. “People are placing less value on material elements and more on how something makes them feel, so planners need to think more like ‘experience’ designers.”
Louise Balderson
This growing emphasis on experience is also reflected in how inclusivity and enjoyment are being prioritised in event design. Lily Shackleford, Senior Sales & Events Coordinator, Foxhills Club & Resort notes that there’s a stronger focus now on creating experiences that are inclusive, engaging and genuinely enjoyable, rather than just informative.
Lily Shackleford
Kimberley Knight, Senior Project Manager at tta, also reflects on this shift noting that success is no longer purely about scale, but “about the quality of the experience and how people feel when they leave an event”.
Kimberley Knight
What makes a successful event…tailored experiences
Across the cohort, there is a shared willingness to challenge traditional approaches to events in 2026 and beyond, particularly around the move away from generic, one-size-fits-all formats towards more tailored and meaningful experiences.
This growing expectation for personalisation is a consistent thread across multiple perspectives. Katie Gallagher, Sales Executive at Crowne Plaza Newcastle, highlights the demand for events that feel tailored and personal. “I’ve seen the impact that localised experiences have on delegates who have travelled from other locations, for example,” she says. “An event that feels generic won’t compete with an event that delivers something distinctive, immersive, or emotionally engaging,” she adds.
Katie Gallagher
This focus on personalisation and relevance is echoed more broadly across the cohort. Lewis Hine, Founder of A World With Friends, agrees. He notes that: “The biggest outdated mindset is that one plan works for everyone. It doesn’t. People have different needs and if we don’t design with that in mind, we leave people out without even realising it.”
Lewis Hine
How success is measured
Alongside this emphasis on relevance, there is also a growing focus on how success is measured through individual experience and perception. Oscar Easton, Events Director at BCE adds: “The metric I often use is whether a guest would rather be at home or attend our event.”
Oscar Easton
This emphasis on emotional impact is further reinforced by Connie Arnold, Project Manager at DRP Group, who highlights a shift away from passive attendance towards more engaging, immersive formats. She says: “Delegates no longer want to simply walk into a room and sit through a ‘death by PowerPoint’ plenary, they want to leave feeling something. This can be delivered through more engaging content, interactive formats or by creating immersive experiences that connect with audiences on a deeper level.”
Connie Arnold
One-size-doesn’t-fit-all
Taken together, the 2026 Tomorrow’s Talent cohort reflects a clear change in how success is understood within the events industry. Across their perspectives, success is increasingly linked to experience and how attendees feel during and after an event.
This shift is also evident in the growing demand for more personalised, audience-first experiences. As Katie Percival puts it: “The ‘one size fits all’ approach has become quite outdated – nowadays guests are looking for offerings that are tailored, personal and meet all the requirements of their brief. An event that feels generic won’t compete with an event that delivers something distinctive, immersive, or emotionally engaging.”
Katie Percival
The Tomorrow’s Talent programme is run by The Meetings Show, continuing its commitment to recognising and supporting the next generation of professionals shaping the future of the meetings and events industry. The winners receive VIP access to the 2026 edition. In addition, they have the opportunity to take part in a four-week Confidence in Communicating training programme and those who complete the programme will earn the opportunity to emcee the education stages at The Meetings Show.
The Meetings Show takes place 24-25 June 2026 at Excel London and is co-located with Business Travel Show Europe and TravelTech Show.
