2026-27: The years of correction & transformation for the event industry

2026 is going to be a year of settling down for the event and experiential industry.

Between 2021 and 2025, following the COVID period, the wedding, events and experiential markets saw an unprecedented surge in demand, accompanied by considerable hype, aggressive pricing and rising expectations. In such a market, pricing tends to run ahead of the value being delivered. Now, the market is beginning to find its balance. Venues are recalibrating their pricing and costs are softening. Clients, who spent freely through the boom, are now asking harder questions about what they are paying for. Artists, service providers and suppliers who have not yet corrected their prices will eventually have to, if they want to stay competitive and secure business.

But this is only the start. I strongly believe that 2026, and even more so 2027, will be years of substantial change. We will see business rationalisation, more sustainable operating models and a realistic correction in both volumes and pricing. For many players, that will mean taking a hard look at costs, margins and the way they do business, rather than assuming the boom years will return.

There will always be a premium segment, perhaps 2–3% of the overall market, where affluent clients continue to spend without making cost the primary consideration. The larger wedding and corporate event markets, however, will become far more conscious of budgets, value, efficiency and return on investment. Clients will demand greater accountability and sharper execution. A budget that once went unquestioned will now be examined line by line, and every rupee will be expected to show a return.

The industry itself continues to grow, and new players are entering the market. That is a positive sign, but growth brings greater competition, higher standards of professionalism and a pressing need to differentiate. Those who simply offer the same thing at a lower price will struggle; those who offer a clearer point of view and dependable delivery will stand out.

The business will sustain and evolve, but its economics, pricing structures and expectations will undergo a significant correction. That is not something to fear. A reset of this kind makes the industry healthier and more professional, and it rewards those who built their businesses on substance rather than on the momentum of the boom. The winners will be those who combine creativity, organisation, execution and financial discipline.