What Is Dreamforce 2026?
Dreamforce 2026 is Salesforce's annual flagship conference and the largest enterprise software and AI event in the world. Now in its 23rd year, Dreamforce brings together CRM professionals, AI practitioners, sales and marketing leaders, and Salesforce ecosystem partners for three days of keynotes, hands-on workshops, product launches, and networking at scale.
The 2026 edition marks a decisive shift from AI awareness to AI implementation. The conference centers on Agentforce 360 — Salesforce's autonomous AI agent platform — and how enterprises are deploying AI agents across sales, service, and operations. With 1,500+ sessions, Dreamforce is less a conference and more a city-wide takeover of San Francisco's SoMa district.
Dreamforce by the Numbers:
- 40,000+ in-person attendees since its post-pandemic return
- 200,000+ online participants
- 1,500+ sessions across multiple tracks
- 90+ countries represented
- 3 days of programming across Moscone North, South, and West halls
Why You Should Attend?
Dreamforce is often called "the Super Bowl of enterprise software" — and for good reason. No other event concentrates this many enterprise buyers, technology leaders, and ecosystem partners in one place. In three days, you can attend product launches that shape the Salesforce roadmap, meet face-to-face with accounts you've been nurturing all year, and benchmark your operations against 40,000 peers.
For sales and marketing teams, the ROI case is straightforward: Dreamforce is where Salesforce's 150,000+ customers come to evaluate, buy, and expand. If your product integrates with or sells alongside Salesforce, this is the highest-density opportunity on the calendar.
The 2026 edition is especially significant for teams investing in AI agents and automation. Agentforce 360 is Salesforce's biggest platform bet since Lightning, and Dreamforce will be the first large-scale showcase of production deployments.
Planning your Dreamforce strategy? Use Lensmor to research exhibitors, identify target accounts attending, and plan your show floor meetings before you land in San Francisco.
If your event calendar also includes Google Cloud Next 2026 or Adobe Summit 2026, check our guides for those events as well.
Who Should Attend?
Dreamforce attracts a cross-functional mix of enterprise professionals, heavily weighted toward revenue and customer-facing roles. You should attend if you are a:
- CRM professional looking to stay current on the Salesforce platform roadmap
- Sales or marketing leader seeking pipeline-building opportunities with 40,000+ peers
- IT administrator or Salesforce developer interested in hands-on workshops and certification exams
- AI practitioner evaluating autonomous agent deployments in enterprise settings
- Consulting partner or ISV growing your Salesforce ecosystem business
- Revenue operations leader benchmarking against industry best practices
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Who Is Attending
Dreamforce draws 40,000+ in-person attendees from 90+ countries, though the audience skews heavily North American. Approximately 60% of attendees hold Director-level titles or above, making it one of the most senior-heavy enterprise events on the calendar.
The attendee base spans CRM professionals, sales and marketing leaders, IT administrators, Salesforce developers, and consulting partners. The conference's focus has evolved from general CRM to AI-first enterprise software, attracting a growing segment of AI and automation buyers.
Want to know which companies are attending and what products they are showcasing? Explore Dreamforce exhibitors on Lensmor to access exhibitor profiles, booth data, and product categories for Dreamforce and 1,000+ other trade shows.
Sponsors & Exhibitors
49 exhibitors are confirmed so far. Additional sponsors from the Salesforce partner ecosystem — including Anthropic, Snowflake, and Databricks — are expected to be announced closer to the event.
Dreamforce's expo floor spans all three Moscone halls (North, South, and West). Exhibitors range from Fortune 500 consulting firms to early-stage AppExchange startups.
Lensmor provides exhibitor intelligence for Dreamforce 2026, including:
- Company profiles and firmographic data
- Product categories and booth locations
- Target account list building
- Competitor research on the show floor
Whether you are building a target account list or researching competitors, Lensmor gives you the data before you arrive.
Speaker Lineup & Keynotes
Salesforce has confirmed 49 speakers so far, with the full lineup expected by June 2026.
Dreamforce traditionally features a mix of tech CEOs, business leaders, and cultural figures. Past guests include:
- Jane Goodall
- Mark Cuban
- Matthew McConaughey
- Foo Fighters (performing at Dreamfest, the invite-only concert)
The 2026 entertainment lineup has not yet been announced.
Full Agenda & Featured Events
The 2026 agenda is organized around Salesforce's "AI Implementation" theme, shifting focus from AI concepts to real-world deployment. Expect 1,500+ sessions across multiple core tracks.
Session formats include:
- Keynotes — main stage presentations from Salesforce leadership and guests
- Breakout sessions — focused deep dives on specific topics
- Hands-on workshops — guided, interactive technical labs
- Certification exams — on-site Salesforce credential testing
- Demo stations — live product demonstrations from exhibitors
- "Ask the Expert" roundtables — small-group Q&A with Salesforce specialists
Registration & Ticket Pricing
How to Register
- Visit salesforce.com/dreamforce to create or log into your Salesforce account.
- Select your pass type (see options below).
- Complete payment and receive your confirmation email.
- Check your confirmation email for access to discounted hotel bookings through Salesforce's preferred hotel blocks.
Registration is currently open with early bird pricing available.
Ticket Options
Pass TypePriceWhat You GetEarly Bird Pass~$999Full conference access (limited availability, save up to $1,300)Full Conference Pass~$2,299Standard full conference accessSalesforce+ Streaming PassFreeOnline-only access to keynotes and select sessions
Salesforce partners, ISVs, and MVPs may qualify for discounted or complimentary passes.
Hotels & Accommodation
Book early — Dreamforce is the largest annual event in San Francisco and hotels in the SoMa district sell out months in advance. Plan for 3–4 nights at $300–$500/night during the event. Salesforce typically arranges hotel blocks with preferred rates through its registration portal.
Getting There
Fly into SFO and take BART directly to Powell Street Station (30 minutes, approximately $10). No car rental needed — Moscone is walkable from most downtown hotels, and rideshare is readily available.
Total Budget Estimate
Beyond the conference pass, plan for:
- Flights — varies by origin
- Hotel — $300–$500/night for 3–4 nights
- Meals and local transportation — budget for San Francisco pricing
- Total estimated cost — $5,000–$7,000 per attendee
Frequently Asked Questions
When and where is Dreamforce 2026?
September 15–17, 2026 at Moscone Center (747 Howard Street, San Francisco, CA 94103). The event spans Moscone North, South, and West halls, with satellite events across San Francisco's SoMa district.
How much do Dreamforce 2026 tickets cost?
Full Conference Passes are approximately $2,299 at standard pricing. Early bird pricing starts at ~$999 (limited availability, saving up to $1,300). The Salesforce+ Streaming Pass is free for online-only participation. Salesforce partners, ISVs, and MVPs may qualify for discounted or complimentary passes.
Can I attend Dreamforce 2026 online?
Yes. Salesforce offers a free Streaming Pass through Salesforce+, providing access to keynotes and select sessions via livestream. In-person attendance requires a paid pass.
Who attends Dreamforce?
Dreamforce draws 40,000+ in-person attendees from 90+ countries — primarily CRM professionals, sales and marketing leaders, IT administrators, Salesforce developers, and consulting partners. Approximately 60% hold Director-level titles or above.
How do I register for Dreamforce 2026?
Register at salesforce.com/dreamforce. Registration is currently open with early bird pricing available.
What should I budget for attending Dreamforce?
Beyond the conference pass ($999–$2,299), plan for flights, 3–4 nights of hotel ($300–$500/night during the event), meals, and local transportation. Total cost typically ranges from $5,000–$7,000 per attendee. Book hotels early — San Francisco accommodations sell out fast during Dreamforce week.
Ahmed Shabbir
Ahmed Shabbir is a digital marketing strategist and AI event intelligence specialist at Lensmor — the AI agent platform that turns trade show exhibitor data into booked meetings before you arrive.
