The meetings and events (M&E) industry is poised for strong growth in 2025, according to Amex GBT’s 14th Annual Global Meetings and Events Forecast. Despite challenges such as rising costs and staffing shortages, meeting professionals are optimistic about the future, with 66% expecting their budgets to grow. These additional funds will be allocated to various strategic priorities, focusing on delivering richer, more personalized in-person experiences.
Positive Outlook for 2025
A recent survey of over 500 meetings and events professionals worldwide revealed that 74% of respondents remain confident in the health of the M&E industry, signaling a strong but more balanced outlook compared to the high expectations seen in 2024. Meeting professionals continue to anticipate internal meetings will be the most common type of event in 2025, with nearly half of these meetings taking place at hotels and a significant portion including social networking activities.
Key Trends Driving M&E Industry Growth
Several key factors are shaping the industry’s trajectory for 2025. Technology, particularly artificial intelligence (AI), is a major driving force, enabling personalization and efficiency in event planning. AI is expected to enhance the attendee experience, with 50% of meeting planners prioritizing its integration for tasks like attendee matchmaking, content creation, and tracking engagement.
Sustainability remains a top concern, with 54% of professionals considering it a critical element in their event planning. Half of the respondents have already established sustainability goals, focusing on practices like waste management, eco-friendly food options, and promoting diversity, equity, and inclusion (DE&I).
Regional Outlook and Focus on Attendee Engagement
In the Asia Pacific region, 70% of meeting professionals expect their meeting spend to rise in 2025, with 61% emphasizing the importance of sustainability in their planning. With the growing focus on attendee engagement, the top priorities for meeting professionals are improving the onsite experience, with content, venue, and destination ranking as the most impactful elements of a memorable event.
Looking Ahead: Hybrid Models and the Role of Technology
As the hybrid business model becomes the norm, face-to-face meetings will continue to play an irreplaceable role in building strong business relationships and driving commercial success. Professionals are expected to continue prioritizing in-person meetings to foster engagement and maximize ROI.
Gerardo Tejado, senior vice president of professional services at Amex GBT, emphasized, “As sustainability goals advance and AI becomes more integrated, the M&E industry is well-positioned for continued growth and innovation.”
The forecast for 2025 suggests the M&E industry is entering a new era of enhanced technology adoption, a commitment to sustainability, and a focus on creating unforgettable attendee experiences. As businesses adapt to these trends, they are set to reap the benefits of more engaging, efficient, and strategically planned events in the coming year.
Key Highlights:
- 66% of meeting professionals expect increased budgets in 2025
- Technology, particularly AI, will be pivotal in event personalization
- 54% of professionals are prioritizing sustainability in their planning
- Regional growth is notable in Asia Pacific, where 70% expect increased meeting spend
For more detailed insights, refer to the full forecast from Amex GBT.
