The global business events industry is being urged to rethink how it creates value as a new IBTM World report identifies a $6.2tn “Brain Economy” driven by human cognition, creativity and learning.
The first findings from the IBTM World Trends Report 2027 argue that business events are uniquely positioned to support what report author Alistair Turner describes as a new era of “regeneration”, where the focus shifts from simply delivering experiences to helping people build knowledge, relationships and fresh perspectives.
Written by Turner, managing director of Eight PR & Marketing, with contributions from Megan Henshall, portfolio lead at Google XI, the report suggests that as AI takes on more routine tasks, inherently human qualities such as imagination, trust and collaboration will become increasingly valuable.
The research also questions whether the industry has historically underestimated the value of networking. Against a backdrop of hybrid working and rising loneliness, it argues that friendship and meaningful human connection should play a much larger role in how business events measure success.
Turner said the industry now had the confidence to move beyond incremental change and rethink established models.
“Across our research, there is a clear ambition to turn confidence into meaningful change, shaping both what business events can achieve and how they contribute to the world,” he said.
Henshall said events offered a rare opportunity for people to challenge outdated assumptions and create new narratives.
“Many of the stories organisations tell about themselves were created for a different era,” she said. “Events give people the chance to come together and write new ones.”
The report also explores how changing workforce demographics, geopolitical shifts and advances in technology will influence future demand for meetings and events, while encouraging destinations to look beyond traditional place-branding narratives to define their appeal.
Claudia Hall, show director of IBTM World, said the findings highlighted the growing importance of the human experiences that events facilitate.
“As AI continues to reshape the way we work, qualities such as creativity, learning, trust and meaningful connection will only become more valuable,” she said.
The full report will be unveiled at IBTM World in Barcelona on 17 November. More than 12,000 event professionals are expected to attend the show alongside 2,500 destinations, venues, hotels, event technology providers and start-ups.
M&IT editor Paul Harvey is a journalist with more than 15 years of experience. He began his career in the local press, working for various titles across the north. Since joining M&IT in 2013, he has become a trusted and respected voice in the sector, championing event professionals and reporting on all aspects of the events industry for the brand.
