The annual Global Trends Report, produced by ibtm, launches this week at the Barcelona-based trade show and addresses some of the biggest macroeconomic, political, ecological and next-generation technology issues that will impact the meetings and events industry in 2024 .
Central topics will include the influence of AI on the meetings and events industry, the growing importance of accessibility, from physical to sensory to intellectual, and the economic outlook for companies working in meetings and events.
The report also covers the global perspective from a geological position, investigating the shift from an Atlantic to a Pacific economy, the plight of Africa, the complexities of the Middle East and the power of the Asia-Pacific region. At the same time, the report analyzes the fortunes of vertical industries, from esports to pharmaceuticals, and how the dynamics of these industries are impacting their spending on meetings and events.
Alistair Turner, author of the ibtm Global Trends Report, comments: “It is no understatement to say that 2024 will be one of the most important years of the 21st century. The economic, political and ecological landscape of our planet is on a knife edge and the arrival of AI can change it in several ways. “Our industry has a crucial voice in these outcomes and this year’s report seeks to understand what this role should be and how we can act to create positive environments around the most important conversations of our time.”
“This report is at once terrifying, optimistic, enlightening and profound. Once again we have benefited from over 60 sources and some of the greatest thinkers, both inside and outside our industry. The results are fascinating and I am looking forward to trying to bring them to life at ibtm World.”
Aside from the many topics addressed in this year's report, one of the main ideas will be the new 'Generation Me'. Here, the report discusses hyper-personalization, the role of accessibility, and issues around individual security, data, and agency in creating experiences, events, and meetings.
The World Trends Report will be presented on the ibtm World main stage on day one and day three at 10am.
Source: IBTM World.