Meet us at The Meetings Show 2026 in London

If you're heading to The Meetings Show at ExCeL London on June 24–25, you're going to hear a lot of conversations about AI, attendee experience, and event technology. Most of them will be worth having.

But there's one conversation that we think matters more than the rest right now — and it's the one most teams are avoiding.

The ROI conversation nobody wants to have

A recent survey of 120+ B2B marketing and event leaders found that 98% of teams struggle to justify event spend to leadership. Not because their events aren't working. Because the proof doesn't exist anywhere useful.

Events build pipeline. They close deals. They create the kind of trust that no email sequence, paid ad, or piece of AI-generated content can manufacture. Leadership knows this. And yet, when budget season comes around, event teams are the ones scrambling to build a case from badge scans and gut instinct.

The tools most teams are using were built for logistics — registration, agendas, execution. Very few were built to answer the question leadership is actually asking: what did this event do for revenue?

This is the gap we spend most of our time thinking about at Premagic. And it's what we're bringing to The Meetings Show this year.

What's changed in 2026

Two things are happening at once that make this more urgent.

First, digital trust is collapsing. Buyers are being hit with more AI-generated content than ever, and they're tuning out accordingly. Live events are filling the credibility gap — 80% of B2B buyers now say events are their most trusted marketing channel, up 5% year on year. That number is moving in the right direction while every other channel is moving in the wrong one.

Second, event budgets are under more scrutiny, not less. Leadership isn't questioning whether events work. They're questioning whether your reporting reflects what's happening. Only 22% of respondents in the same survey said event impact is fully visible to revenue leaders.

So you have a channel that's becoming more valuable, being measured with tools that were built for a different era. That's the gap.

What we're showing at The Meetings Show

At ExCeL this year, we'll be demonstrating how event teams are using Premagic to close that gap in three ways.

Before the event: Turning attendee registration into a pre-event marketing campaign. Personalised "I'm attending" posters, speaker sharing assets, and referral mechanics that put your event in front of audiences you'd otherwise have to pay to reach.

During the event: AI-powered photo distribution that delivers personalised images to attendees in near real time — while they're still on site, still in the moment, still likely to share. The average post-event photo gallery lands in inboxes three days late. By then, the moment has passed.

After the event: Measuring what actually happened. Advocate participation rate, attendee-generated content reach, earned media value, referral velocity. The metrics that capture what events do — not just what they look like on a spreadsheet.

At GITEX Global, this approach generated 5.97 million in potential organic reach and saved an estimated $160,000 in ad spend. Zero paid media behind it.

Come find us

We'll be at The Meetings Show on June 24–25 at ExCeL London — find us at stand F81, inside the MESA pavilion.

If you haven't experienced the MESA pavilion before, it changes how the show feels. Rather than a standalone booth in a large hall, you're positioned inside a dedicated innovation hub — which means the people walking through aren't browsing casually. TMS pre-qualifies their hosted buyers rigorously, so the foot traffic coming through MESA is specifically corporate planners and event agency leaders who are actively looking for forward-thinking tech solutions. The collective energy of the pavilion draws people in naturally, and the result is back-to-back conversations with exactly the right audience. We're exhibiting alongside MESA because it gives us the infrastructure of a collective pavilion and the focused, face-to-face appointments that actually move things forward.

Don't forget to catch the MESA Campfire during TMS at the MESA Stand F81

If you're planning events in the second half of 2026 and want to talk through how to build an advocacy campaign into your next one from the start, come find us at F81.

We're also happy to set up a time in advance — book a 20-minute conversation here.

And if you can't make the show but want to see what this looks like in practice, get a free demo.

One question worth bringing to London

Before you arrive, ask yourself: if your CMO asked you tomorrow to show them the revenue impact of your last event, what would you pull up?

If the answer involves a lot of manual work and a few caveats, that's the conversation worth having at The Meetings Show this year.

We'll be there. Stand F81.

FAQs: The Meetings Show 2026

What is The Meetings Show? The Meetings Show is the UK's leading event for the meetings and events industry. It brings together event planners, corporate buyers, agencies, and suppliers for two days of networking, education, and business appointments. The show has a hosted buyer programme that pre-qualifies attendees, making it one of the most targeted trade shows in the European events calendar.

When and where is The Meetings Show 2026? The Meetings Show 2026 takes place on June 24–25, 2026 at ExCeL London in the Royal Docks, east London.

Who attends The Meetings Show? The Meetings Show attracts corporate event planners, PA and EA professionals, event agencies, destination management companies, and event technology suppliers. The hosted buyer programme ensures a high proportion of attendees are actively sourcing suppliers and solutions for upcoming events.

What is the MESA pavilion at The Meetings Show? MESA (Meetings and Events Supplier Association) operates a dedicated technology pavilion within The Meetings Show, grouping innovative event tech suppliers together in one section of the floor. It's designed to give hosted buyers a focused area to discover emerging technology solutions, and typically draws high foot traffic from planners specifically seeking new tools.

Where can I find Premagic at The Meetings Show 2026? Premagic will be exhibiting at stand F81 inside the MESA pavilion at ExCeL London on June 24–25.