Madrid has leapfrogged Barcelona in the rankings for the first time in the 2025 Meetings & Events Forecast Top Meetings Destinations study by American Express GBT.
Hotel rates and its central role as a Latin American gateway have propelled Madrid to second place, behind London which held strong as the top destination.
Meanwhile, Berlin is quickly becoming a sought-after destination for budget-conscious event planners and has entered the top five for the first time.
The report says it offers excellent venues without the price tag of more established cities like Amsterdam, and also has a vibrant culture.
Amex GBT said sustainability is becoming a key focus, boosting meetings and events in London, Paris and other major cities which are leading the way with greener venues, electric vehicle options, and eco-friendly policies that align with corporate ESG goals.
The 2025 Meetings & Events Forecast Top Meetings Destinations study showcases the top cities for corporate events across the globe.
EMEA’s top five destinations for 2025 are:
- London
- Madrid
- Barcelona
- Paris
- Berlin
In the rest of the world:
- North America: New York surpasses Las Vegas as the go-to destination for corporate meetings.
- LATAM: Cancun soars to the top, driven by its accessibility and all-inclusive venues, reflecting the demand for leisure-oriented venues that offer comprehensive event packages.
- APAC: Singapore and Tokyo hold steady, while Hong Kong rises in the ranks.
The top destinations list was a result of an internal survey of Amex GBT meetings professionals and 172 respondents who selected their top meetings and events destinations (by region) based on the certain criteria, including ease of travel and transportation for attendees; cost-effectiveness for both organisers and participants; physical safety and security and recent public investments and local attractions.
