Budgets, confidence, spend and AI use cases, all expected to rise in 2025
Mike Fletcher looks through the findings of the latest Global Meetings and Events Forecast from American Express GBT Meetings & Events.
Short for time? Scroll to the bottom to discover the key takeaways.
Event budgets and planner confidence are both expected to increase in 2025, according to the 14th Annual Global Meetings and Events Forecast by Amex GBT Meetings & Events.
The 2025 forecast points to solid growth ahead, with 66% of respondents expecting their budgets to grow and 74% being optimistic about the industry’s health, despite challenges like rising costs and ongoing staffing shortages.
The forecast surveyed more than 500 meetings and events professionals worldwide, supplemented by insights from more than a dozen industry leaders.
Meeting professionals continue to anticipate that internal meetings will be the most frequent meeting type in 2025 – as 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, personalised experiences in mind to make the most out of the time in person
- Location availability is the main challenge for planning a meeting in 2025
Technology as a Key Driver
Technology is reshaping the meetings and events industry, serving as a crucial tool for personalisation. From automation to generative AI, 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%), 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%).
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Sustainability Goals and Practices Continue to Rise
Sustainability remains a crucial element in well-developed meeting programs. More than half (54%) of meeting professionals consider it highly important in their 2025 planning, with 47% having established clear sustainability goals and action plans and 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.
Gerardo Tejado, Senior Vice President, of Professional Services, Amex GBT, says: “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.”
Key takeaways
- The 2025 Global Meetings and Events Forecast predicts a positive industry outlook, with increased event budgets and planner confidence, despite existing challenges.
- Technology, especially AI, is set to revolutionise meetings by enhancing personalisation and engagement, with meeting planners prioritising its integration.
- Sustainability and DE&I continue to gain importance, with events professionals focusing on eco-friendly practices and inclusive strategies to enrich attendee experiences.
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