London has been forecast as the best meetings and events destination across Europe, the Middle East and Africa in 2025 based on a study conducted by American Express Global Business Travel (Amex GBT).
The study, released ahead of the TMC’s annual Meetings & Events Forecast, is based on an internal survey of 172 Amex GBT meetings professionals who assessed destinations in the region based on the following criteria: ease of travel and transportation for attendees; cost-effectiveness for organisers and participants; physical safety and security; recent public investments and local attractions; ability to deliver a ‘robust’ attendee experience, and ESG/sustainability attributes.
The UK capital retained the top spot for a second consecutive year, while Madrid leapfrogged Barcelona to secure second place, bumping the Catalonian city down to third. Paris and Berlin, respectively, round out the top five for 2025.
The report highlighted Madrid’s competitive hotel rates and its “central role" as a Latin American gateway, which propelled the city ahead of Barcelona in the rankings for the first time.
Berlin has also gained popularity among budget-conscious event planners, according to the report, by “offering excellent venues without the price tag of more established cities like Amsterdam”. The Dutch capital was previously ranked fourth in the 2024 forecast.
Meanwhile, London and Paris are considered as “leading the way” on sustainability, with greener venues, electric vehicle options and eco-friendly policies that align with corporate ESG goals, according to the report.
Milton Rivera, global vice president of Amex GBT’s Experience Studio, said: “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.”
Elsewhere, New York surpassed Las Vegas as the top destination for corporate meetings in North America, while Cancun took the lead in LATAM and Singapore, Tokyo and Hong Kong prove popular in APAC.