IBTM
World's 20th anniversary edition in Barcelona saw more than 73,000 pre-scheduled business meetings taking
place - an increase of almost 20 per cent on 2023.
There was a 10 per cent increase in the total number of
visitors in attendance compared with last year and 18 per cent more hosted buyers from
over 120 countries were present in 2024 than in 2023, coming to do business
with more than 2,350 exhibitors.
Claudia Hall, IBTM World exhibition director, said: “It’s been an absolutely thrilling three days, not least because we were celebrating a very special 20th anniversary in Barcelona, which only enhanced the feeling of camaraderie and togetherness.
“As they do every year, our wonderful IBTM World community arrived with a thirst for knowledge, a hunger for opportunities, and an enthusiasm to make connections that will take the global events industry from strength to strength.
“Our show didn’t disappoint. Between the phenomenal speakers with their captivating insights and ideas, our passionate exhibitors eager to engage, and the imaginative new initiatives designed to provide targeted and tangible support, it’s been an incredible gathering that reminds me just what a community we are in the events industry and how much we have to offer the world as a sector.”
In terms of keynotes, five-time British Paralympic athlete Baroness Tanni Grey-Thompson opened the Main Stage on day one with an inspiring conversation about the limitless possibilities that emerge when people are empowered, team spirit is nurtured, and inclusivity is championed.
Human connection specialist Simone Heng took to the floor on day two with a discussion about the importance of forging meaningful relationships across divides, while on the final day, Julius Solaris, founder of Boldpush, was joined by Goc O'Callaghan, global experience lead at Buro Happold, and Louisa O’Connor, MD at Seen Presents Ltd, to take a deep dive into how the events industry can create experiences that feel human in an increasingly tech-dominated world.
New features
2024 saw a host of new features introduced to the show, including Exceptional Experiences, a programme designed to support in-house event professionals and marketers create experiences that fuel business growth, and which welcomed speakers from industry giants such as Amazon, Tik Tok and Canva.
The Hotel Pavilion, a dedicated space for independent and small group hotels to showcase their offer, also made its debut - as did the Forum for Advocacy, an initiative bringing together senior leaders, politicians, policymakers, industry associations and academics to amplify the existing conversation around advocacy issues.
IBTM World launched its Trends Report on day one of the show. Authored by Alistair Turner, managing director of Eight PR & Marketing, the annual report underlined the importance of talent to the future of the industry and emphasised the emergence of a new type of event professional that has evolved to meet the changing dynamics of the sector.
The Business of Events launched its annual Global Destination Report, with highlights for 2024 including a promising trend in budget stability in developed regions, as well as an ongoing call for alignment between the business events sector and government policy, including the need for increased advocacy and direct financial support. The report shed light on persistent disparities in economic benefit across regions, and drew attention to staffing concerns that could hinder the sector’s ability to meet demand and achieve long-term growth.
Sue Baimbridge, chief commercial officer, RIHGA Royal
Hotel Osaka, said: “The quality of buyers and volume of meetings over the
past three days at IBTM has been brilliant. I’m returning to Osaka with eight
solid leads and another five or six business leads to follow up on in the next
few weeks. The meeting booking system and support I’ve received from the IBTM
team have been excellent and I’m looking forward to returning next year!”
