Barcelona has overtaken London as Europe's leading meetings and events (M&E) destination, according to the latest ranking from American Express Global Business Travel (Amex GBT). The Catalan capital ends London's three-year reign, propelled by a wave of cultural milestones including the long-awaited completion of the Sagrada Família and the centenary of architect Antoni Gaudí.
The shift reflects a broader recalibration of the European MICE landscape, with buyers and planners increasingly weighing factors beyond traditional business hubs. Amex GBT's report, which ranks destinations through 2027, places Madrid, Paris, and Lisbon behind Barcelona, signaling a southern European tilt in corporate event programming.
What's driving Barcelona's rise
Gerardo Tejado Donde, Senior Vice President of Professional Services and Meetings & Events at Amex GBT, said the findings highlight "the evolving priorities of M&E professionals, who are looking for destinations that combine infrastructure, experience, and long-term value." He noted that Barcelona's appeal is reinforced by "modern venues, public amenities, and a strong commitment to sustainability."
The ranking methodology weighs accessibility, cost, safety, public investment, and local attractions. Barcelona's recent additions—including the Fira de Barcelona's expanded Gran Via venue and the ongoing transformation of the city's waterfront—have strengthened its competitive position. The city's hotel inventory, bolstered by recent openings such as RIU Hotels' acquisition of the Hotel Princesa Sofía, adds further capacity for large-scale events.
London's drop to second does not signal a decline in demand, but rather a narrowing of the gap. The UK capital remains a powerhouse for association congresses and corporate meetings, with venues like ExCeL London and the QEII Centre continuing to draw international business. However, cost pressures and post-Brexit visa friction have made some planners look elsewhere.
Madrid's third-place finish underscores Spain's broader MICE strength. The capital's IFEMA MADRID complex and its growing hotel supply have made it a viable alternative for events that once defaulted to London or Paris. Lisbon, meanwhile, continues to punch above its weight, leveraging its Atlantic gateway position and a wave of new hotel developments.
The report also points to emerging destinations that could disrupt the top tier in coming years. Cities in Eastern Europe, such as Prague, are investing heavily in refurbished venues—Prague's restored Industrial Palace is a case in point—while Southern European hubs like Athens and Porto are gaining traction.
For travel buyers, the findings offer a data-driven lens on where to allocate budgets. "Planners are no longer defaulting to the same three or four cities," said Tejado Donde. "They're looking for destinations that offer a distinct attendee experience, and that's opening the door for a wider range of European cities."
Sustainability is a key differentiator in the new rankings. Barcelona's commitment to green mobility—including an expanded tram network and low-emission zones—aligns with corporate net-zero targets. London's Ultra Low Emission Zone and Paris's pedestrianization efforts also score well, but the report suggests that mid-sized cities can compete effectively on this front.
The implications for the wider travel industry are significant. Airlines serving Barcelona—including Vueling, Iberia, and Ryanair—stand to benefit from increased business travel demand. Hoteliers, from Marriott to Meliá, are already adjusting their MICE sales strategies to capture a larger share of the pie.
For agents and tour operators, the shift means rethinking familiar itineraries. "Clients are asking for Barcelona not just as a leisure stop, but as a serious business destination," said one UK-based MICE agent. "The perception has changed."
As the MICE calendar fills through 2027, Barcelona's momentum shows no signs of slowing. The completion of the Sagrada Família—a project that has spanned over 140 years—has become a powerful symbol of the city's ability to deliver on long-term promises, a metaphor not lost on event planners.
Amex GBT's report serves as a strategic roadmap for the industry. With Barcelona now at the top, the message is clear: Europe's MICE hierarchy is no longer a given, and destinations that invest in infrastructure, culture, and sustainability will reap the rewards.
