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London now America’s number one destination in Europe

London has become the destination of choice in Europe for the US convention sector

Oct 17, 2025

New figures revealed by Excel London show 60% of convention and congress sector now from US-based organisations.

London has become the destination of choice in Europe for the US convention and congress sector, according to new data released by Excel London.

Announced during the opening day of IMEX America in Las Vegas – the leading event for the MICE industry – events booked by US companies now account for more than half (60%) of all conventions and congresses, with that trend expected to continue over the coming years.

Global US brands, including Amazon, Microsoft, Google, Salesforce and Gartne,r are just some of the firms favouring London for their landmark European conferences, drawn by the city’s culture, connectivity and universal appeal. That’s in addition to major association congresses, with US based organisers such as the Linux Foundation (KubeCon) and the Alzheimer’s Association International Conference® also opting for London.

In addition, Excel’s newly opened $340m state-of-the-art expansion, adding a further 270,000 sqft (25,000 sqm), has been a key factor to London’s draw and aligns with the city’s wider 10-year growth plan to further solidify it as a world-leading destination.

Dubbed London’s new ‘crown jewel’, the expansion now sees Excel total 1.3 million sqft (125,000 sqm) making it the largest fully integrated convention and exhibition venue in Europe and amongst the top 10 largest venues in America.

James Rees

Executive Director at Excel London

James Rees, Executive Director at Excel London, commented: “London is a world-class, tier-one city with a magnetic pull as an event destination. The city’s appeal has further intensified over the past few years, demonstrating market confidence and resulting in record bookings here at Excel, in particular from the US.”

“In addition, next year we are hosting 10 major international association congresses – the highest ever in a single year – generating upwards of $333m for London’s business economy. It is this demand that has led to us expanding the venue, as part of a wider $500m investment which also includes enhancements across our F&B offerings, 5G and Wi-Fi infrastructure and even a new waterfront entertainment district to further benefit delegate experience.”

He added: “London was recently voted Cvent’s Top Meeting Destination and now, thanks to our expansion, we like to think Excel is on its way to becoming the best event destination in the world.”

Tracy Halliwell MBE, Director of Tourism, Conventions & Major Events at London & Partners, added: “London’s inbound business tourism is booming with visitors from the US once again leading the rankings at 3.7 million last year. We’re also seeing business visitors staying longer, spending more and often including a plus one. The city’s universal appeal is translating into one of the busiest pipelines for business we’ve seen, and the events sector and venues like Excel London are crucial to our overall economic strategy.”

Built to leading sustainability standards, Excel’s new expansion features delegate experience at its heart, boasting stunning waterfront reception areas, natural daylight throughout and picturesque views across London’s skyline.

As with the entirety of Excel, its new expansion also focuses on sustainability and uses 100% renewable energy, low-carbon materials, solar panels, and features new landscaped public realms.

For more information on Excel London and its expansion, click here.