American Express GBT Meetings & Events 2025 Global Forecast: Meetings and Events Spend Expected to Increase in 2025

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American Express GBT Meetings & Events 2025 Global Forecast: Meetings and Events Spend Expected to Increase in 2025

10/8/2024
LONDON, UK – The meetings and events industry is projected to flourish in 2025, with meeting professionals expressing confidence in its future and noting planned increases in meetings budgets, as revealed in the 14th Annual Global Meetings and Events Forecast by Amex GBT Meetings & Events.

The 2025 forecast points to solid growth ahead, with increasing budgets and a positive outlook from professionals, despite challenges like rising costs and ongoing staffing shortages. In fact, 66% expect their budgets to grow, intending to allocate these funds towards a variety of business priorities.

The forecast surveyed more than 500 meetings and events professionals worldwide, supplemented by insights from more than a dozen industry leaders. While 74% of professionals remain optimistic about the industry’s health, this marks a tempering of the high expectations seen in 2024, signaling a return to more balanced outlooks.

Meeting professionals continue to anticipate that internal meetings will be the most frequent meeting type in 2025 – like they had predicted for 2024. In the forecast, meeting professionals expect that nearly half of internal meetings will be held at a hotel, 34% will be in a different city, and 35% will include social activities for networking.

Additional highlights from the 2025 forecast include:

Two-thirds see an increase in overall meeting spend
Businesses are approaching M&E in 2025 strategically and with rich, personalized experiences in mind to make the most out of the time in-person
Location availability is the #1 challenge for planning a meeting in 2025

Gerardo Tejado, Senior Vice President, Professional Services, Amex GBT, said: “Our forecast highlights a strong and optimistic outlook for the meetings and events industry. In-person meetings continue to dominate with prioritization of attendee engagement, sustainability, and cutting-edge technology like AI to enhance the experience. As sustainability goals advance and AI becomes more integrated, the industry is well-positioned for continued growth and innovation.”

Technology as a Key Driver

Technology is reshaping the meetings and events industry, serving as a crucial tool for personalization. From automation to generative AI, these technologies boost efficiency, creativity, and engagement. Artificial intelligence (AI) is at the forefront, with meeting planners prioritizing its use in 2025.

The forecast shows that professionals are ready to explore AI’s potential across various areas – particularly to improve the attendee experience. The main tech focus for meeting planners is AI (50%), and mobile apps continue to be an expectation at events. AI is being or will be used for tasks like attendee matchmaking (42%), content creation (41%), theme development (40%), and tracking attendee engagement (39%).

Sustainability Goals and Practices Continue to Rise

Sustainability remains a crucial element in well-developed meeting programs. Over half (54%) of meeting professionals consider it highly important in their 2025 planning, with 47% having established clear sustainability goals and action plans and also focusing on DE&I practices, waste management, and eco-friendly food and beverage options. A significant majority (86%) of meeting professionals have already implemented DE&I best practices or plan to do so.

Engagement is Essential

Attendee engagement plays a vital role in the success of any meeting or event, shaping the overall experience and leaving a lasting impact. Meeting professionals have highlighted several key elements that contribute to a memorable experience, with the top three being content (38%), venue (27%), and destination (25%). When surveyed about budget increases, the top priority for professionals was to invest in “improving the onsite experience.”

Global View: The Regional Outlook

There are regional differences in what the industry can expect in the upcoming year.

North America: 70% of meeting professionals in North America expect their meeting spend to increase in 2025 compared with 72% in 2024.
Europe: 82% of European meeting professionals will host meetings with an in-person component in 2025, with 65% expecting their meeting spend to increase in the next year.
Asia Pacific: Like other regions,70% expect their meeting spend to increase in 2025 and 61% say sustainability is very important to them.
Latin America: Meeting professionals (70%) expect their meeting spend to increase in 2025, compared with 73% in 2024.

Download the full 2025 Meetings and Events Forecast.

Methodology

The 2025 Forecast is based on a survey of more than 500 meetings and events professionals from around the world as well as in-depth interviews with over a dozen industry leaders. The survey ran from May 23 to June 10, 2024. Survey and interview respondents represent corporations, associations, buyers, and suppliers from five continents and 26 countries. The result is a statistically and globally representative picture of the 2025 meetings and events industry.

About Amex GBT Meetings & Events
Amex GBT Meetings & Events offers longstanding experience, expertise and leading capabilities spanning program implementation to budget optimization to deliver powerful meetings and events experiences for clients in all delivery formats including face to face, hybrid and virtual. The global team with a presence in over 140 countries is focused on meetings and events sourcing, planning, contract negotiations, budgeting, expense management, reporting, and benchmarking, combined with strategic counsel and integration of leading technology. This end-to-end approach focuses on creating visibility, driving savings, and enabling effective meeting and brand experiences.

With more than 40 years in the industry, Amex GBT Meetings & Events is uniquely positioned to manage meetings and events locally, regionally, internationally, and across the globe. For 17 consecutive years, American Express GBT Meetings & Events has been recognized on Meetings Net’s “CMI 25” list, an annual directory of the largest and most influential full-service meeting and incentive travel management companies focused on the US corporate meetings and incentives industry.  To learn more about the services offered by Amex GBT Meetings & Events, visit amexglobalbusinesstravel.com/meetings-and-events.

About American Express Global Business Travel
American Express Global Business Travel (Amex GBT) is a leading software and services company for travel, expense, and meetings & events. We have built the most valuable marketplace in travel with the most comprehensive and competitive content. A choice of solutions brought to you through a strong combination of technology and people, delivering the best experiences, proven at scale. With travel professionals and business partners in more than 140 countries, our solutions deliver savings, flexibility, and service from a brand you can trust – Amex GBT.  Visit amexglobalbusinesstravel.com for more information about Amex GBT.

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