Europe’s top destinations for business travel revealed in latest forecast
American Express Global Business Travel (Amex GBT), a leading software and services company for travel, meetings, and expense, has published its 2025 Meetings & Events Forecast Top Meetings Destinations study, showcasing the top cities for corporate events across the globe. The report reveals significant shifts in the EMEA region, with London holding strong as the top destination, and Madrid leapfrogging Barcelona to secure second place.
As businesses across Europe seek cost-effective and accessible venues, cities like Berlin are climbing the ranks, pushing Amsterdam out of the top five.
EMEA’s Top 5 Destinations for 2025:
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London
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Madrid
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Barcelona
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Paris
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Berlin
Spotlight on EMEA: trends reshaping the region
The 2025 Meetings & Events Forecast sheds light on evolving business travel preferences across Europe, the Middle East, and Africa:
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Madrid’s meteoric rise: Offering better value and central connections, Madrid has outpaced Barcelona in the rankings for the first time. Competitive hotel rates and its central role as a Latin American gateway have propelled Madrid to second place.
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Berlin on the rise: Berlin is quickly becoming a sought-after destination for budget-conscious event planners, offering excellent venues without the price tag of more established cities like Amsterdam. The cities vibrant culture is also cited as a key reason for its ascent into the top meetings destinations rankings for 2025.
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Sustainability on the agenda: As sustainability becomes a key focus, London, Paris, and other major cities are leading the way with greener venues, electric vehicle options, and eco-friendly policies that align with corporate ESG goals.
Milton Rivera, Global Vice President, the Experience Studio, Amex GBT, commented: “In 2025, EMEA’s meetings and events landscape will be defined by the search for value, accessibility, and innovation. With Madrid and Berlin emerging as exciting alternatives, and cities like London retaining their global appeal, this forecast offers valuable insights for businesses planning next year’s events.”
Global highlights from the forecast:
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North America: New York surpasses Las Vegas as the go-to destination for corporate meetings.
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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.
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APAC: Singapore and Tokyo hold steady, while Hong Kong rises in the ranks.