Amex GBT: Meeting Budgets to Rise, But Costs & Uncertainty Reshape 2027 Destination Choices

Meeting and event spending is expected to increase in 2027, but rising costs, geopolitical uncertainty and higher attendee expectations are changing how planners choose destinations and design their programs.

According to the 2027 Global Meetings and Events Forecast from American Express Global Business Travel (Amex GBT), 96% of surveyed North American meetings professionals expect spending to rise next year. However, with costs per attendee also projected to increase across all meeting categories, bigger budgets won’t necessarily mean greater purchasing power.

The annual forecast also identifies the world’s leading meeting destinations for 2027, with Orlando, Buenos Aires, Barcelona and Singapore topping the rankings in their respective regions.

For Canadian meeting planners, travel advisors and tourism suppliers, the findings point to continued demand for group travel, but also a greater emphasis on accessibility, safety, value and flexibility.

Geopolitical Concerns Influence Destination Decisions

Ease of travel and transportation has emerged as the leading consideration when selecting a meeting destination, cited by 43% of respondents globally. Attendee safety follows closely at 41%, while cost ranks third at 34%.

Geopolitical instability is also having a measurable impact, with 39% of surveyed meetings professionals reporting they have changed an event’s destination or city in response to uncertainty.

Rather than cancelling events, planners are adapting. Strategies include selecting alternative destinations or venues, reducing event sizes, incorporating virtual components and allowing longer planning lead times.

In North America, planners are also considering destinations closer to home, potentially creating opportunities for Canadian cities and regional meeting venues.

“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 at Amex GBT.

“Yet they are responding with resilience, resourcefulness, and creativity, adapting their strategies rather than stepping back.”

Where Meetings are Heading in 2027

The forecast identifies the five leading meeting destinations across four global regions, based on expectations among surveyed meetings professionals.

Orlando leads the North American rankings, followed by Las Vegas and Chicago, while Barcelona tops the European list ahead of London and Madrid. No Canadian city appears among North America’s top five destinations.

For destinations and tourism suppliers competing for meetings business, the rankings reinforce the importance of convenient air connections, reliable infrastructure and the ability to deliver distinctive group experiences.

Attendee Experience Takes Priority

Despite increasing budget pressures, improving the attendee experience remains the industry’s leading priority for the third consecutive year.

Planners are placing greater emphasis on personalized interactions, meaningful networking opportunities and hands-on workshops that encourage participation rather than passive attendance.

The focus is particularly strong in North America, where attendee experience ranks as a higher priority than in any other region surveyed.

Artificial intelligence is also attracting attention as planners explore its potential to personalize onsite services, improve communications and streamline event logistics.

The findings suggest that while organizations remain committed to bringing people together, they are becoming more selective about where and how they invest.

For Canadian travel advisors involved in corporate groups, incentive travel and meetings, that creates opportunities to demonstrate value through destination knowledge, logistical expertise, risk management and access to memorable local experiences.

The 2027 forecast is based on a YouGov survey of 500 meetings professionals across 11 countries, conducted in August 2026. Regional results reflect smaller samples and should be considered indicative.

The full report is available on the Amex GBT website.