Amex GBT releases top destinations study

The Amex GBT Top Destinations Study 2025 forecasts the top business events destinations in 2025 from a survey of 172 respondents

Oct 3, 2024

For the first time, Berlin has secured a place in the EMEA top five. The German capital offers excellent venues at more affordable prices compared to other prominent cities such as Amsterdam, as well as a vibrant local culture.

Key takeaways

• In Spain, value for money is attracting organizers to Madrid, causing Barcelona to drop from second place in the rankings. Competitive hotel rates and strong connections to Latin America are contributing factors;
• In Asia Pacific, Hong Kong has overtaken Sydney. The city has finally recovered from the effects of Covid and is experiencing improved stability;
• New York has overtaken Las Vegas as a more convenient location, especially for smaller internal meetings, while Miami and Dallas have replaced Los Angeles and Toronto in the top five;
• The main factors driving changes in the rankings include accessibility, corporate demand and cost.

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