Research by American Express Global Business Travel (Amex GBT) has found 66% of meeting professionals are expecting budgets to grow.
The 14th Annual Global Meetings and Events Forecast by Amex GBT Meetings & Events has revealed that 74% of respondents remain optimistic about the industry’s health.
Internal meetings are expected to be the most frequent meeting type in 2025. Professionals predict that half will be held at a hotel, 34% will be in a different city and 35% will include social activities for networking.
Key trends reshaping the meeting and events industry are technology, sustainability and engagement.
Artificial intelligence (AI) is being used for tasks such as attendee matchmaking (42%), content creation (41%), theme development (40%) and tracking attendee engagement (39%).
The study found that 47% of respondents have established clear sustainability goals and action plans, as well as focuses on Diversity, Equity & Inclusion (DE&I) practices, waste management and eco-friendly food and beverage options.
Top elements that contribute to a memorable experience are content (38%), venue (27%) and destination (25%).
Gerardo Tejado, Senior Vice President – Professional Services at Amex GBT, said: “Our forecast highlights a strong and optimistic outlook for the meetings and events industry. In-person meetings continue to dominate with prioritisation 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.”
