IBTM World Forum for Advocacy 2026 Brings Together Industry Leaders to Drive Change

The forum will bring together policymakers and those responsible for booking, organizing, and developing some of the most significant events on the international scene. Among others, the event will feature ministers and government representatives, city and destination officials, executives from international associations, and senior executives from leading international event agencies. This year’s attendees will include high-level representatives from PCMA, IAPCO, Meet England, ICCA, ICC Wales, the Copenhagen Convention Bureau, and Fáilte Ireland.

For this fourth edition, the forum is being organized in collaboration with The Business of Events, a think tank and advocacy network for the corporate events sector. The event will be hosted by Lucy Grey, a journalist and anchor for BBC News. The sessions will delve into two topics: “How business events can influence public policy” and “How to build a more compelling narrative.” The latter will be led by Philip Collins, a journalist, political analyst, and former speechwriter for British Prime Minister Tony Blair.

This edition thus builds on the success of the 2025 event, at which the Barcelona Declaration was presented—a joint document that underscores the value and importance of business events as a strategic driver of economic and social progress. The forum will be held on November 16 at the Hotel Arts in Barcelona and will conclude with IBTM Eve, the reception for senior executives in the industry. This event will offer attendees the opportunity to continue their conversations in a more relaxed setting and strengthen the relationships forged throughout the day.