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Julius Solaris, who launched the brand-new Future Stage with a conversation with Ameca, the world’s most advanced humanoid robot, when asked the all-important question, ‘Is AI ready to take over events?’, Ameca replied: ‘In short, AI is the tool and human creativity is the artist. Together they build smarter, more personal and more human events.’
The day before the show, there was already time to discuss other issues: the IBTM World Defence Forum, in collaboration with The Business of Events, attended by 42 international leaders and policy makers, addressed the future of the business events sector and analysed the policies needed to unlock global potential. The conclusions of this meeting were presented yesterday on the main stage at IBTM.
Following the Advocacy Forum, IBTM World hosted ‘IBTM: Eve’ at the Hotel Miramar in Barcelona for those who support the show and drive the industry forward. As part of the celebration, several industry award winners were announced. The Iceberg Excellence Award, which recognises forward-thinking leaders whose work goes beyond conventional event planning to reinforce the sector’s potential to have a significant long-term impact, was presented to Kathleen Warden, Director of Conference Sales at the Scottish Event Campus (SEC).
This was closely followed by the IAPCO Collaboration Award, which was won by MCI Australia, in collaboration with the Space Industry Association of Australia (SIAA), the International Astronautical Federation (IAF) and the Australian Space Agency (ASA), for organising the International Astronautical Congress (IAC) 2025.
Wee Min Ong, Vice President of Sales and MICE at Marina Bay Sands, took home the ICCA Global Community Impact Award 2025, which recognises individuals and organisations that are shaping the future of meetings through sustainability, inclusion and community legacy.
Finally, Ben Goedegebuure, Director of Global Strategy at Maritz, won the JMIC Profile + Power Award. This award, presented annually at IBTM World, recognises individuals who have made a significant contribution to promoting awareness and influence of the meetings and events industry in their respective communities.
You can follow the full programme of sessions at https://www.ibtmworld.com/en-gb/show-agenda.html#/sessions
Attached image (from left to right): Mateu Hernández, CEO of Turisme de Barcelona; Sònia Serracarbassa, Director of the Catalunya Convention Bureau and Agència Catalana de Turisme; Constantí Serrallonga, Managing Director of Fira de Barcelona; Claudia Hall, Director of the IBTM trade fair; Christoph Tessmar, Director of the Barcelona Convention Bureau; Arantxa Calvera, Director of the Catalan Tourist Board; Anna M. Sánchez, Director of Tourism Promotion for the Barcelona Provincial Council; and José Antonio Donaire, Councillor for Tourism at Barcelona City Council.
A programme not to be missed
The programme of talks to be held throughout IBTM World features Grace Blakeley, former economic commentator for New Statesman, editor of Tribune Magazine and author of several books, including Vulture Capitalism: Corporate Crimes, Backdoor Bailouts and the Death of Freedom. Grace will bring her characteristic passion and intelligence to this incisive talk entitled: ‘Capitalism in crisis? Where are the global economy, climate and democracy heading?’
Natalia Talkowska, a six-time TEDx speaker, will talk about ‘The neuroscience of storytelling for event success: influence, persuasion and unforgettable experiences,’ revealing how stories shape attention, trust and emotions, and how to use them to create experiences that stand out in a competitive market.
In ‘Different, diverse, dynamic: could this be the ultimate conference model?’, The Big Festoon founder Dani Wallace will share an interesting case study on the benefits of working with an event’s community to shape content, increase diversity and develop an event with a unique look and feel.
Lea Karam, multi-award-winning behavioural scientist and founder of Mindscope, helps brands and organisers design experiences that resonate with the next generations. In ‘Youth, Behaviour and Brands,’ Lea will reveal how Generation Z and Generation Alpha are redefining their identities in a rapidly evolving cultural and media landscape.
Claudia Hall, Director of the IBTM World Exhibition: ‘This year’s conference programme is one of the strongest we have had to date. With a dynamic selection of influential voices from both within and outside the industry, we have created a platform designed to motivate, educate and inspire.’
The big news for this edition: IBTM Ignite
We’ve already told you about Ignite, a new initiative that connects start-ups with industry advisors and investors and provides a space for budding ideas, creativity and innovative thinking. More than a hundred new start-ups representing sectors such as event technology, sustainability, new event agency concepts and inclusive talent search companies will participate in the programme. Each of them will have the opportunity to present their emerging ideas to an audience of around 30 experienced industry advisors. We will tell you more about this new initiative throughout the show.
IBTM World’s Exceptional Experiences returns
Exceptional Experiences returns with WeTransfer, Shutterstock, Amazon and other industry heavyweights eager to share their knowledge and experiences. Presented at IBTM World 2024, organised by global event planning company RX, Exceptional Experiences will open with a powerful keynote speech by author B. Joseph Pine II. Designed to showcase innovative solutions that help event professionals and marketers create experiences that drive business growth, the programme, organised in collaboration with The Thought Partnership, will take attendees on a journey from psychology to community to brand experiences.
Divided into two parts, the first, on the first day of IBTM World, will bring together senior executives, vice presidents and influential leaders, including Motorola, Uber, Smartly and Microsoft, in an exclusive, invitation-only workshop. The second part, on the second day of the fair, will feature industry pioneers sharing their insights at the Exceptional Experiences Forum, a series of specific training sessions open to all audiences.
B. Joseph Pine II will open the forum with a groundbreaking keynote address exploring the ‘transformation economy.’ Building on the ideas revealed in his first book on the experience economy, Joseph will draw on his upcoming book, ‘The Transformation Economy: Guiding Customers to Achieve Their Aspirations,’ (The Transformation Economy: Guiding Customers to Achieve Their Aspirations) to reveal how event experiences are evolving and equip attendees with the tools they need to design events that connect deeply and deliver greater value in the era of the “transformation economy”.
Other must-see speakers taking to the main stage at IBTM include Canva’s Global Director of Experiences, Jimmy Knowles, who will delve into how to capture the attention and loyalty of digitally native and socially active Generations Z and Alpha.
Shutterstock’s Global Director of Communications, Lori Rodney, joins forces with C2’s Vice President of Growth and Partnerships, Jesse Gainer, to offer attendees detailed insights into intentional networking, from facilitating serendipity and creating connections with delegates before the event to maintaining a lasting connection after the event.
Todd Hansen, executive producer of Web Summit, and Berit Block, global director of B2B marketing at WeTransfer, reveal how events and communities can become powerful platforms for senior executives to build trust and turn company values into lived and shared experiences.
Ella Weston, ‘The most expensive selfie wall you’ll ever build,’ couldn’t be more timely. WPP’s senior vice president of marketing delves into the 10 key trends in B2B marketing and provides real-world examples of how leading brands are shifting from awareness-based marketing to growth-driven experiential marketing.
The latest from A to Z
Ready to get inside the mind of the modern delegate? Drawing on their extensive experience analysing the relationship between brands, events and people, behavioural scientist Lea Karem and event psychologist Kelly McCormack lead a fascinating discussion on how people are changing and how these new behaviours are affecting the way they interact.
Internationally renowned DJ, radio presenter and qualified therapist Hesta Prynn will bring the Exceptional Experiences Forum to a close in style, bringing her signature “inner mix” experience to the IBTM main stage for the first time.
Shaping the future of the sector at the Advocacy Forum
Presented in collaboration with The Business of Events, the Forum will bring together a group of senior leaders, policy makers and influencers at the Hotel Miramar Barcelona on Monday 17 November to discuss the most pressing issues facing the sector. This year’s edition will feature representatives from Canada, Iceland, Japan, New York, the United Kingdom, Glasgow, Ireland and Estonia.
Topics on the agenda include how to collaborate effectively to grow the global events economy, what policies could encourage policymakers to help unlock the sector’s potential, and finally, how to successfully advocate for the value of the events sector among politicians and policymakers.
The IBTM World Forum for Advocacy is supported by ICCA, PCMA, IAPCO, Events Industry Council, Joint Meetings Industry Council, City DNA and SANCBE.
