The meetings and
events industry is projected to flourish in 2025, with almost three quarters (74 per cent) of event professionals
expressing confidence in its future and noting planned increases in meetings
budgets, according to 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 per cent 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 per cent of professionals
remain optimistic about the industry's health, this marks a tempering of the
high expectations seen in 2024, signalling a return to more balanced outlooks.
Meeting professionals
continue to anticipate that internal meetings will be the most frequent meeting
type in 2025 – as they predicted for 2024. In the forecast, meeting
professionals expect that nearly half of internal meetings will be held at a
hotel, 34 per cent will be in a different city, and 35 per cent will include social activities
for networking.
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 number one 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 is key
Technology is reshaping
the meetings and events industry, serving as a crucial tool for
personalisation. From automation to generative AI, these technologies boost
efficiency, creativity, and engagement. Artificial intelligence (AI) is at the
forefront, with meeting planners prioritising 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 per cent), and mobile apps continue to be an expectation at
events. AI is being or will be used for tasks like attendee matchmaking (42 per cent),
content creation (41 per cent), theme development (40 per cent), and tracking attendee
engagement (39 per cent).
Sustainability continues to rise
Sustainability remains a
crucial element in meeting programmes. More than half (54 per cent) of meeting
professionals consider it highly important in their 2025 planning, with 47 per cent 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 per cent) of meeting professionals have
already implemented DE&I best practices or plan to do so.
Engagement 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 per cent), venue (27 per cent), and destination (25 per cent). When surveyed about
budget increases, the top priority for professionals was to invest in
"improving the onsite experience."
Regional outlook
There are regional
differences in what the industry can expect in the upcoming year.
- Europe: 82 per cent of European meeting professionals will host
meetings with an in-person component in 2025, with 65 per cent expecting their
meeting spend to increase in the next year.
- North America: 70 per cent of meeting professionals in North America expect their meeting spend to increase in 2025 compared with 72 per cent in 2024.
- Asia Pacific: Like other regions, 70 per cent expect their
meeting spend to increase in 2025 and 61 per cent say sustainability is very
important to them.
- Latin America: Meeting professionals (70 per cent) expect their
meeting spend to increase in 2025, compared with 73 per cent in 2024.
Download the full 2025 Meetings and Events Forecast.
