Europe Trends: 2024 Meetings & Events

Optimism and an exciting year of growth are poised to pave the way for meetings and events in 2024. In-person meetings, stronger attendee numbers, and budgets are all on the up and up. How does this look for the European region specifically? Our 13^th annual Global Meetings and Events Forecast unpacks all you need to know (and then some) for the upcoming year.

Let’s take a closer look at Europe

Slightly more conservative across the board, yet positive in outlook, European meeting professionals expect a moderate increase in activity level compared to North and Latin American regions. However, high levels of optimism regarding the overall health of the industry are firmly in place. 79% said they would rank their confidence level as 8 or higher on a scale of 1 to 10.

These findings set the tone for smaller and simpler meetings amid continued economic uncertainty. And in a similar vein, Europeans are least likely to change jobs in the next 12 months, with only 22% likely or very likely to look for a new job.

The best European meeting and event locations in 2024 are?

New to this year’s Forecast, we’re including the Top 5 meetings and events locations as determined by 131 American Express Global Business Travel meetings professionals. The results are based on criteria that include accessibility, local attractions, safety and security, and more.

Drum roll please…coming in at number one, we have London. This comes as no surprise with London being a vibrant, national capital and one of the top global and financial hubs in the world. Coming in second, is Barcelona, followed by Madrid, Amsterdam, and Paris. Up and above – Amsterdam stands out as a top favorite by meeting professionals and is highly recommended.

With 2024 set to be a dynamic year of growth, it’s important to mention the continued adoption of next-generation technology use via mobile apps, QR codes, and onsite check-in tools, alongside a surge in the adoption and use of artificial intelligence (AI).

Be sure not to miss our two, new special sections! Event marketing trends: Are you ready to impress your marketing stakeholder, highlights key trends and insights into what matters to your marketing stakeholders plus questions and tips to help you better align with them.