IBTM World wants event professionals to become culture creators

One of the objectives is the creation of a specific educational programme that reflects the ever-changing needs of the show’s attendees, nurturing the business culture that is generated at venues such as IBTM. To this end it will feature content aimed at optimising attendees’ time and ensuring it is a catalyst for growth and inspiration.

New look education

Visitors to this year’s event will find a reinvigorated education programme, with five distinct feature areas all serving different needs. The Impact Stage will make its debut this year, acting as the best-in-class showcase for the exciting work that Destinations, Hotels, and Tech suppliers are doing across sustainability, D&I, experience design & more. Destination sessions will be curated by The Business Of Events, the Global Think Tank and Policy Platform for the business events industry, and will also feature the launch of the annual Global Destination Report. Sessions will be fast-paced and value-led, lasting no longer than 20-minutes and in the form of case studies and best-practice, allowing Hosted Buyers to glean maximum value between meetings.

Also new this year is Workplace Revolution – a welcoming space where attendees can make the valuable connections they weren’t expecting. Here they can continue conversations in a relaxed setting with inspirational figures (including speakers from the main stage), dissect topics in greater detail and ask those burning questions. With a amenities, comfortable seating and informal campfire-style atmosphere, this is the place for people to come together, connect and enjoy key aspects of business culture that they might well be missing with the increase in working from home.

In recognition of the importance of wellbeing, especially at busy trade shows like IBTM World, and the increasing pressures that we all face in our daily lives, IBTM’s wellbeing hub has re-branded to ‘ReFuel’. A zen-like pod which allows attendees time and space to relax and recharge their physical and mental batteries, it includes a wellbeing bar, sound and aromatherapy healing and solo working area to provide respite from a busy show floor.

The Association Leaders’ Forum (ALF) will be back on day one to help associations increase the impact of their gatherings around the globe and conquer challenges to achieve success in 2024 and beyond.

The Main Stage remains a fixture of the IBTM World Programme with inspiring figures from inside, and outside of the events industry, taking to the stage to tackle the latest topics and trends through inspirational keynotes, panel debates, and game-changing research. New to the Main Stage this year will be an afternoon of inspiring and empowering marketing content, curated in partnership with experts at The Thought Partnership, who have led content and marketing at businesses including Cannes Lions and Dow Jones.

Strong exhibitor sales

A 60 per cent of the floor space for this year’s IBTM World has already been sold, surpassing this stage in 2019 and demonstrating a strong appetite for the event and a positive outlook for the industry. Exhibiting destinations include The Croatian National Tourist Board – a rising star of the European meetings industry; Meet Boston, which is launching their new brand at the event; and Enit Agenzia Nazionale del Turismo returns – which will return with a strong regional presence along with multiple private companies, and Meet In Ireland, who will return with 35+ suppliers from across the island of Ireland.

Melia Hotels International will attend to launch its new hotel in Barcelona, and Romania’s Backstage Production Group, a full-service event production company, will be joining for the first time.

On the Hosted Buyer side, major international associations have already confirmed their attendance including the European Society of Cardiology, International Association for Enterprise Information Systems, United Networks of International Event Organisers (UNICEO), World Energy Council, and the China Electronics Chamber Of Commerce.

Multinational corporations include DELL Tech; Forbes; Intel; Michelin; Delta Air Lines, Sportradar, Puma Sports, Citigroup Inc, Amex GBT, Aareal Bank AG, and Zalando.

Event agencies in attendance will be Aim Group International, BCD Meetings & Events, CWT Meetings & Events, Helmsbriscoe, HPN Global, Kuoni Global Travel Services AG, TUI, Opus Agency, Morris Meetings & Events, and VOYEL.

David Thompson, Event Director, IBTM World, comments: “Business events can be a profound force for change; both economic and social. Events have the power to bring better business results and drive forward agendas around important initiatives. Events are also a place to build communities and create vibrant and positive cultures which are sorely missing from modern working. This year, we’re on a mission to show business the true power of events and shine a spotlight on the #culturecreators who run them.”