In 2024 there was a 10% increase in the total number of visitors present compared to last year and 18% more invited buyers from over 120 countries were present compared to 2023, who came to do business with over 2,350 exhibitors.
Championing the potential of people, IBTM World showcased what can be achieved when, alongside the latest technological advances, event professionals work together. At its core, the 2024 edition embodied the belief that unites all event professionals: that what people need to succeed are… other people.
Sue Baimbridge, Commercial Director of RIHGA Royal Hotel Osaka, commented: “This is our first year exhibiting at IBTM World as part of our strategy to grow our business portfolio by 2025 when we become part of the Vignette Collection of IHG Hotels & Resorts. With 56 meeting rooms and over 7,000m² of meeting space, the corporate events market is crucial to our business.
“The quality of buyers and the volume of meetings over the last three days at IBTM have been excellent. I will return to Osaka with eight solid contacts and another five or six business contacts to follow up on in the coming weeks. The meeting booking system and the support I have received from the IBTM team have been excellent and I look forward to returning next year.”
Shaping the future together
Vision, innovation, experience design, social responsibility, marketing, racing and advocacy took centre stage in a conference programme designed to feed the industry’s appetite for collaboration.
This was embodied in three impactful keynote speeches. Baroness Tanni Grey-Thompson, a five-time British Paralympian, opened the main stage on day one with an inspiring conversation about the limitless possibilities that arise when individuals are empowered, team spirit is fostered and inclusion is promoted.
Human connections expert Simone Heng took the stage on day two with a passionate discussion on the importance of forging meaningful relationships across divides as humans move deeper into the age of artificial intelligence.
On the final day, Julius Solaris, Founder of Boldpush, sat down with Goc O'Callaghan, Global Experience Leader at Buro Happold, and Louise O'Connor, Managing Director of Seen Presents Ltd, to discuss in depth how the events industry can create experiences that feel human in a world increasingly dominated by technology.
Putting the basic elements in place
In 2024, the world’s leading trade show introduced a series of new features that exemplify how teamwork has the potential to inspire ideas, progress and innovation. Among them was Exceptional Experiences, a program designed specifically to help event professionals and marketers create experiences that drive business growth, and which featured speakers from industry giants such as Amazon, Tik Tok and Canva.
The Hotel Pavilion was inaugurated, a space dedicated to independent hotels and small groups showcasing their offerings.
The same was done by the Rights Advocacy Forum, an initiative that brings together high-level leaders, politicians, policymakers, industry associations and academics to amplify the existing conversation around rights advocacy issues.
The forum, which focused on communicating the economic and social impact of global business events, discussed, among other things, how business events can counter the challenges of overtourism and climate change by positively contributing to local communities. The group also discussed the importance of lobbying beyond the Minister of Tourism to ensure that all government departments understand the impact of the business events industry on job creation, education and innovation.
Voices from around the world
IBTM World, renowned for keeping its finger on the pulse of what’s happening in the industry, launched its highly anticipated Trends Report. On the first day of the show, Alistair Turner, Managing Director of Eight PR & Marketing, authored the annual report, which highlights the importance of talent to the future of the industry and highlights the emergence of a new type of event professional who has evolved to adapt to the changing dynamics of the sector.
The Business of Events, a leading global think tank for the events industry, released its annual Global Destinations Report. Highlights for 2024 include, but are not limited to, a promising trend in budget stability in developed regions, as well as a continued call for harmonization between the business events industry and government policies, including the need for increased promotion and direct financial support. The report shed light on persistent disparities in economic benefits across regions and drew attention to staffing concerns that could hamper the industry’s ability to meet demand and achieve long-term growth.
Improving relationships through technology
In its most sophisticated offering to date, and cementing its credentials as the industry’s leading smart event, a range of exciting new technologies were deployed at IBTM World 2024. Ahead of the show, exhibitors were able to use Lead Booster, a specific tool designed to enable them to attract more suitable leads by promoting exclusive offers. This was further enhanced by the Lead Manager app, which enabled exhibitors to capture, review and qualify leads in real-time.
To ensure that visitors attended, Colleqt QR enabled them to obtain information about exhibitors, sponsors and products without having to carry bags full of brochures. By simply scanning a QR code, visitors received all the information they needed directly on their phones and exhibitors received the contact details of visitors who requested more information to ensure that no clue was missed.
Leading the way
Claudia Hall, IBTM World Exhibition Director, said: “It has been an absolutely thrilling three days, not least because we were celebrating a very special 20th anniversary in Barcelona, which only added to the feeling of camaraderie and togetherness.
“As they do every year, our wonderful IBTM World community came with a thirst for knowledge, a hunger for opportunity and an eagerness to make connections that will make the global events industry continue to grow from strength to strength.
“Our event did not disappoint. Between the phenomenal speakers with their engaging ideas and perspectives, our passionate exhibitors eager to engage, and the imaginative new initiatives designed to provide targeted and tangible support, it has been an incredible gathering that reminds me of what a community we are in the events industry and how much we have to offer the world as a sector.”
Source: IBTM World.