As the events industry begins to recover from the unprecedented disruptions caused by the COVID-19 pandemic, Hereford and Worcester are gearing up for a transformative 2026. With ongoing technological advances, a greater emphasis on sustainability, and a renewed focus on community involvement, the future looks promising for conferencing and events in these two counties.
The Rise of Hybrid Events
A key trend shaping the future of conferencing in Hereford and Worcester is the rise of hybrid events. Combining in-person and virtual participation, these formats are becoming the norm as businesses adapt to new ways of connecting. According to the Centre for Exhibition Industry Research (CEIR), hybrid events help organisers reach wider audiences, including those limited by health, budget, or distance.
Local venues such as the Courtyard Hereford and Worcester’s Sixways Stadium are embracing this shift by upgrading their digital infrastructure for live streaming and virtual engagement, offering event planners more flexible and innovative options.Sustainability is Key
Sustainability has become a major priority for the events sector, with research by the Events Industry Council revealing that 73% of event professionals intend to implement more environmentally friendly practices within the next three years. Hereford and Worcester are responding to this challenge, with several venues aiming to achieve carbon-neutral certifications by 2026.
The Hive, Worcester’s flagship library and conference centre, is leading the way by introducing initiatives such as reducing single-use plastics and sourcing local catering. These actions demonstrate a commitment to meeting the increasing demand for environmentally responsible events, positioning the region to take a proactive role in the sector’s sustainable transformation.
Economic Impact and Growth
The conferencing and events industry is a vital contributor to the local economy, driving tourism and job creation. According to the UK Events Industry Report 2023, the sector generates £42 billion annually for the UK economy, and regional markets like Hereford and Worcester are poised for growth as more businesses return to in-person events.
As planners seek distinctive venues and experiences, lesser-known locations within Hereford and Worcester stand to benefit. The region’s offerings range from historic landmarks such as Hereford Cathedral to scenic outdoor venues along the River Severn, providing a wealth of options for memorable events.
Community Engagement
Looking ahead to 2026, community involvement will be an essential element for successful conferencing and events. Engaging local stakeholders—including businesses, artists, and residents—can foster a more inclusive and collaborative atmosphere. The ongoing “Worcester 2021” initiative, for instance, aims to strengthen ties between local artists and the events sector, enriching the cultural experience for attendees and supporting the wider community.
Final Thoughts
Hereford and Worcester are entering a dynamic phase of growth in conferencing and events. With a focus on hybrid formats, sustainability, and community engagement, the region is well-positioned to become a hub for innovative and impactful gatherings. By aligning with organiser and attendee needs, it could set new industry standards.
To stay ahead in this evolving landscape, event professionals should follow trusted sources such as the UK Events Industry Report, the Events Industry Council, and local tourism sites for the latest trends, research, and best practice
