Amex GBT Forecast: Meeting Budgets to Rise in 2027 as Planners Prioritize Experience, Cost and Risk
American Express Global Business Travel
91% of meeting professionals expect their meetings and events spending to rise in 2027, and 96% in North America, as planners balance attendee experience with cost control and risk, according to Amex GBT's latest forecast.
Meeting and event professionals are preparing for another year of growth in 2027, even as rising costs and geopolitical uncertainty reshape how organizations plan and deliver events, according to the 2027 Global Meetings and Events Forecast from American Express Global Business Travel (Amex GBT).
The annual report finds that 91% of meeting professionals globally expect their organizations' meetings and events spending to increase in 2027, while 93% remain optimistic about the health of the industry. In North America, spending expectations are particularly strong, with 96% anticipating an increase.
However, that optimism is accompanied by a more cautious approach to planning. Improving attendee experience remains the industry's top priority for the third consecutive year, alongside a heightened focus on risk management, compliance and cost control.
“Meetings professionals are entering 2027 with more demands on their programs, from rising costs and disruption caused by geopolitical uncertainty to higher attendee expectations,” said Gerardo Tejado Donde, Senior Vice President, Professional Services, Amex GBT. “Yet they are responding with resilience, resourcefulness, and creativity, adapting their strategies rather than stepping back. There is a real sense of optimism across the industry, grounded in a clear understanding of what lies ahead.”
Attendee Experience Remains the Top Priority
As organizations continue investing in meetings and events, delivering meaningful and engaging experiences remains a central focus. Planners are increasingly looking to technology and artificial intelligence to personalize experiences, streamline event delivery and strengthen attendee engagement.
According to the forecast, 34% of meeting professionals plan to use AI to equip on-site staff with insights that support personalized attendee service, while 32% expect to use it for event communications and 31% for tracking attendee engagement.
The findings point to a growing emphasis on using technology to support human interaction, allowing planners to focus on creativity, connection and the overall attendee experience.
Planners Adapt to Global Uncertainty
Geopolitical instability is already influencing meeting and event decisions. According to the report, 39% of meeting professionals have changed an event destination or city in response to geopolitical uncertainty, while 37% have increased their use of virtual meetings.
Rather than cancelling events, organizations are adapting their plans through alternative destinations, venues and meeting formats. The forecast finds that 79% of meeting professionals use risk management practices for all or most of their meetings.
When selecting destinations for 2027, planners are prioritizing practical considerations:
- 43% cite ease of travel and transportation.
- 41% prioritize destinations that are safe for all attendees.
- 34% identify cost as a key factor.
Managing Rising Costs While Maintaining Value
Meeting professionals expect the cost per attendee to increase across every meeting type in 2027. In response to economic uncertainty, 35% have changed destinations or cities, while 33% have changed venues or reduced attendance.
Despite these pressures, the forecast suggests that planners are focused on finding ways to maintain the quality and impact of their events rather than simply reducing activity. Cost control remains a priority, but so does demonstrating value through stronger attendee experiences and more strategic planning.
Top Meeting Destinations for 2027
As planners place greater emphasis on accessibility, safety and value, destination selection is becoming an increasingly strategic decision. The forecast identifies Orlando, Buenos Aires, Barcelona and Singapore as the leading meeting destinations in their respective regions for 2027.
North America
- Orlando
- Las Vegas
- Chicago
- New York
- Dallas
Latin America
- Buenos Aires
- Mexico City
- São Paulo
- Panama City
- Rio de Janeiro
Europe
- Barcelona
- London
- Madrid
- Paris
- Lisbon
Asia-Pacific
- Singapore
- Bangkok
- Tokyo
- Seoul
- Sydney
About the Forecast
The 2027 Global Meetings and Events Forecast is based on research conducted by YouGov among 500 meeting professionals across 11 countries in August 2026, supplemented by insights from Amex GBT industry specialists and partners.
Read the full report: 2027 Global Meetings and Events Forecast.
