Our Top Event Destinations for 2026

Every year, the team at GPM LiveMarketing GmbH is on the road across Europe, carrying out site inspections, fam trips and research journeys.

Our aim is to identify new potential, critically reassess established destinations and understand where live communication can truly unfold in the future.

The Result of a Year Spent Travelling

In 2025, we saw a great deal, tested and compared extensively - and discussed even more. As a result, a clear picture has emerged: which destinations will stand out in 2026, which narrowly miss out, and which we are already watching closely as promising candidates for 2027.

Evaluation Framework and Criteria

*Accessibility & infrastructure
Travel connections, local mobility, cleanliness, safety and the overall functionality of the city

*Weather & planning reliability
Reliability for outdoor formats and complex productions

*Hotels & venues
Quality, range, capacity and state-of-the-art facilities

*Local network
Availability of experienced suppliers, partners and equipment

*On-site professionalism
Reliability, hands-on mentality and event experience

*Value for money
For participants, clients and project partners

*Overall performance
To rank in the Top 5, all factors must perform strongly - not just individual highlights

Our Top 5 Event Destinations for 2026

Destinations that consistently perform at a high level across almost all criteria

Madrid, Spain

Madrid combines excellent infrastructure and first-class hotels with a high concentration of international headquarters, associations and institutions. This structure enables smooth processes, reliable partners and a high degree of planning security - even for complex conference and corporate formats. The city operates year-round, with a professional rhythm, and is particularly strong when content, exchange and efficiency are the focus.

Athens, Greece

Athens has made a remarkable leap in recent years. Modern hotels, new event venues and strong service providers are complemented by history, sunshine and an attractive price level. For international formats, it is currently one of Europe's most dynamic metropolitan destinations.

Ljubljana, Slovenia

Small, green and relaxed - yet surprisingly professional. Ljubljana stands out with short distances, fair pricing and a high level of service quality. Ideal for workshops, leadership formats and events where focus, exchange and atmosphere matter more than large-scale staging.

Bergen, Norway

Bergen is not a destination for standard programmes. Dramatic landscapes, fjords and striking visuals make the city an ideal setting for incentives and experiential formats. Demanding in planning, but distinctive in outcome - for clients looking to do things differently.

D?sseldorf, Germany

Low-key, yet extremely solid. D?sseldorf offers strong international connectivity, high-quality hotels and a very experienced network of event service providers. It is not a hype destination, but a reliable safe bet that continues to pleasantly surprise international audiences. Particularly for multi-day and emotionally driven formats, D?sseldorf is still often underestimated. GPM LiveMarketing D?sseldorf has outlined the destination's specific strengths in more detail on its website.

Close Contenders: Our Close Winners for 2026

Valencia, Spain

Valencia has returned to our list. The city scores with modern architecture, a coastal location and an excellent value-for-money proposition. For mid-sized events and creative formats, Valencia offers ample space and very favourable conditions. For complex international productions, however, it still lacks the consistent routine seen at Top-5 level - making it a clear close winner with strong potential.

South Tyrol, Italy

Nature, quality and culinary excellence - South Tyrol is impressive. For small, exclusive formats, it is a genuine highlight. For larger groups or tightly scheduled productions, however, higher logistical effort, limited capacity and reduced flexibility come into play. Strong, but clearly a special-interest destination.

Already On Our Radar: Upcoming Stars for 2027

C?diz, Spain

C?diz is not yet a classic event hotspot - and that is precisely what makes it interesting. Its historic old town, Atlantic setting and noticeably slower pace create a framework that clearly sets it apart from established Spanish destinations. For smaller, curated formats, C?diz offers strong character, though hotel capacity and the local supplier network remain limited. A destination with a clear identity and development potential in the years ahead.

Cyprus

Cyprus stands out with abundant sunshine, a long season and a growing number of new resorts, particularly in the Greek part of the island. The destination is surprisingly versatile and offers an attractive value-for-money ratio alongside good international accessibility. Its island location, however, involves longer supply chains, logistical constraints and a still limited pool of experienced event service providers. With forward planning, Cyprus remains a highly interesting option for 2027.

Belfast, Northern Ireland

Belfast is once again attracting increased attention. The city is culturally rich and multi-layered, shaped by history, music and a strong, distinctive identity. This depth makes Belfast particularly appealing for content-driven formats and curated events. While the season is relatively short and weather-dependent, Belfast remains a characterful destination that deserves renewed consideration for 2027.

Also on our watchlist

Dublin, Split & Hvar - cities and regions showing clear development, growing professionalism and increasing relevance for demanding event formats.

What Truly Defines a Strong Event Destination

"Good event destinations are not only created by trends or Instagram moments, but by hard facts. Individual highlights must not distract from structural weaknesses - what matters is always the overall picture on the ground. That is why, at GPM LiveMarketing, we assess destinations consistently and objectively, based on real-world experience and professional feasibility. Our ambition is clear: to deliver events that are reliable, safe and executed to the highest standard. Surprises are only welcome where they are intended."

Olaf Thiel is Managing Director of GPM LiveMarketing GmbH and has been involved in the evaluation of European event destinations for many years. He regularly visits locations on site, observes developments directly at destination level and remains in close exchange with representatives from the hotel, venue and event industries. On this basis, he assesses destinations according to their practical suitability and long-term relevance for professional event formats. professional event formats.

GPM LiveMarketing GmbH
Jeffrey Zietz
zietz@gpm-live.de
J?gerstr. 67
10117 Berlin - Germany

GPM LiveMarketing
For 20 years, a full-service event agency.

We see ourselves as an experienced service provider whose core task is the comprehensive consultancy and support of clients in event concept development, planning and production. With experience, passion and clarity, we develop well-founded concepts and translate them into reality. GPM LiveMarketing stands for live communication that is delivered reliably and staged with impact.

This release was published on openPR.