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How is the show looking for this year?
We don’t have the final numbers yet -we’re still accepting exhibitors- but it is definitely looking like the best year that we’ve had for IBTM World: potentially 2,400 exhibitors, 13,000 industry professionals coming, with a 16% increase in hosted buyers. One of the most exciting parts for me has been the launch of IBTM Ignite, our startup programme. We have more than 80 startups coming and they will be presenting, pitching on the stage as well as have a space in the pavilion. There will be a panel of investors, five minute presentations followed by networking opportunities between the startups and investors. So we’re really excited.
They can both connect with financial investors, and players from our industry? This could be a great combination.
Yes, it’s a mixture of both. Investors will be there with a financial investment purpose, but also industry experts will be there to help understand the industry and connect with potential partners and clients. We have also provided mentorship to support the startups with their pitch; we did a webinar where mentors shared their advice on how to pitch and to network.
What’s the objective? Bring novelty to the industry? CSR? Give back and help emerging talents sit at the table? What does it say about what IBTM World is?
Ultimately, it’s to future-proof our industry. It has gone through a very rapid transformation: AI, sustainability and data analytics are shaping the way the events industry is being designed. So we want to be that platform that drives innovation in business events. These companies are at the forefront of the transformation of the industry and we want to provide them a platform. There is no commercial interest for us; it’s to support those innovators in the industry. It’s also a way to attract new audiences, new investors, new buyers, younger professionals and innovators. We are an innovation hub and create commercial opportunities for investors, accelerators and tech giants interested in investing in the industry.
Our industry needs innovation and not all professionals are sufficiently drawn to it?
I think so and that’s why programmes like this are important. IBTM Ignite creates a low-risk path for investors because we are giving them the opportunity to validate these ideas. By coming to IBTM World, investors will be able to test the market. We are almost translating R&D into a solution at the event. This is better than a pure meeting with investors.
Are these startups mostly from the tech world or other fields too?
There is a mix: a significant portion is technology and AI-related, but some are involved in sustainability, consultancy as well as talent and recruitment platforms.
Talking about AI, what impact do you think it will have in the industry?
There are upsides and downsides. The downside is if it’s used in a ‘lazy way’, then it can devalue the content of an event. The upside is, for instance, in experience personalisation for attendees, for example with smart matchmaking or creating agendas for people. Also it can automate repetitive work, such as budgeting, forecasting, or reporting, and free up time for creativity and reflection.
Are you looking at AI in that sense, to personalise the experience and matching?
At the moment our platform matches based on preferences. But it’s something that we’re reviewing; at RX we have a huge marketing technology team that is constantly refining our platforms. We’ll be watching to move that way and potentially use algorithms to analyse profiles and suggest meetings or auto schedule meetings.
Regarding the relevance of our industry, it’s easy to think that the digital world will be less and less reliable and the only “real” thing left in our lives will be physical meetings. Do you think it would make us more relevant tomorrow? Or can it threaten us?
For sure technology and AI can devalue content and diminish the quality of digital communication. Events are based on human interactions – empathy, culture, meaningful conversations. This is something AI cannot replicate. So using the balance of AI for automating what can be automated and keep the human essence of events will be an important win.
You chose a behaviour scientist for the keynote. As in industry, should we pay more attention to how the brain works, how people connect and get impacted? A lot of our of our collective energy goes to logistics and production.
Yes, the design of how people feel, decide, remember and experience, is really important when you’re planning an event. I think if event professionals can focus on storytelling and creating those emotional connections, events can be more impactful. And that’s where AI can free up time to focus on the creative side.
Let’s move to exceptional experiences, an important part of the education programme.
This is our second year of this programme. We created it as a as a response to some of the challenges that in-house event professionals and marketers face. We’re helping this community to create experiences that help fuel their business growth. It’s split into two parts. We’ve got a workshop for very senior executives where big brands like Canva, Shutterstock, Amazon will share their expertise. And we will be running sessions on the main stage as well for our entire audience. We’ve also got a great keynote from Joseph Pine on the transformation economy.
You still you still have the association programme too?
Yes, we do.
So the idea is IBTM World is a big show, but very segmented and where everybody will find their own experience?
Yes, that’s right. It’s important that we create these micro communities at events. So there is something for everyone, whether you’re an association planner, in-house planner at a big brand, if you’re planning an incentive, a meeting, a conference…
How to find the industry’s situation: still healthy? How do you perceive 2026 based on your industry contacts?
There is a strong demand for business events. Pricing and cost pressures still exist, but innovation and tech will help the industry and facilitate fast growth. Corporate travel budgets are returning. Some of the strong sectors such as professional services, tech, pharma, are using meetings and events to build relationship and drive innovation. The emergence of markets like APAC and the Middle East who are investing in convention infrastructure, is growing the sector. New technologies and their adoption will also continue to grow the industry.
We’re in a complex moment in the world situation. ESG is still important, but part of society is saying that we’ve gone too far; international cooperation is not at its best. Do these trends affect the industry?
Sustainability and ESG transformation are still important. Organisations are preferring destinations and suppliers that have strong credentials with ESG. IBTM World is an example of an event which operates in a sustainable manner. Governments are still incentivising sustainable event hosting as well by providing grants and certification.
Sustainability is essential for long term growth and I think event planners are prioritising initiatives that deliver the impact that they need without being overburdened.
Regarding the international situation, I don’t see it as a threat but as a positive. Events are more necessary than ever in this context. We see some events geo clone and have regional events rather than a global event, resulting in more events.
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