IBTM World’s Advocacy Forum Sets the Stage for Global Event Industry Transformation
The IBTM World Forum for Advocacy is poised to become a pivotal moment for the global events sector, with its latest edition scheduled to take place at the Hotel Miramar Barcelona on Monday, 17th November 2025. This year’s gathering, presented in partnership with The Business of Events, is set to unite senior leaders, policymakers, and influential voices from across the world, all with a shared mission: to advance the global event economy and shape the future of the industry.
With representatives from countries as diverse as Canada, Iceland, Japan, New York, the United Kingdom, Glasgow, Ireland, and Estonia, the forum promises a truly international perspective. The agenda is designed to tackle the most urgent questions facing the sector today, focusing on how to foster effective collaboration, develop supportive policies, and advocate for the value of events among decision-makers and politicians. These themes are particularly relevant for Africa’s travel sector, where the meetings, incentives, conferences, and exhibitions (MICE) industry is gaining momentum and seeking greater recognition on the world stage.
Building on the momentum of its inaugural edition in 2024, which brought together 80 senior leaders and policymakers from around the globe, this year’s forum aims to deepen the conversation around the economic and social impact of business events. The outcomes of these high-level discussions will be shared with the wider industry during a dedicated session on the Main Stage at IBTM World, ensuring that the insights and strategies developed at the forum reach a broad audience of industry professionals.
Claudia Hall, Exhibition Director for IBTM World, will open the forum with a call to action that resonates strongly with the African market: “The Forum for Advocacy is more than an event – it’s a rallying call. It sits at the heart of IBTM World, ushering in each edition with a bold conversation about elevating the events sector’s impact on society and economies alike. At IBTM, our theme is People. Power. Potential. – and the Forum embodies that belief fully. It is our shared platform to ignite possibilities, amplify voices, and chart a stronger, more empowered future for our industry. I am honoured to be part of this moment, to listen, to learn, and to bring the Forum’s insights forward into IBTM World itself.”
The forum’s agenda is anchored by several key themes that hold particular significance for Africa’s evolving events landscape. One central focus is on collaborative growth: how industry stakeholders can work together more effectively to expand the global event economy. This is especially pertinent for African destinations seeking to attract more international conferences and exhibitions, as collaboration between governments, private sector players, and international partners is essential for unlocking new opportunities and driving sustainable growth.
Another major topic is the development of supportive policies that encourage policymakers to recognize and invest in the events sector. For many African countries, the events industry remains an underappreciated driver of economic development, job creation, and international visibility. By learning from global best practices and engaging in dialogue with policymakers, African industry leaders can advocate for the regulatory frameworks and incentives needed to support the sector’s expansion.
Advocacy itself is a recurring theme throughout the forum, with discussions centered on how to effectively communicate the value of the events sector to politicians and policymakers. This is a critical challenge for Africa, where the full potential of business events is often overlooked in favor of more traditional tourism segments. By developing compelling narratives and leveraging data on the economic and social benefits of events, African stakeholders can make a stronger case for increased investment and support.
The forum is supported by seven leading organizations, including ICCA, PCMA, IAPCO, the Events Industry Council, the Joint Meetings Industry Council, City DNA, and SANCBE. Their involvement underscores the importance of a unified, global approach to advocacy and professional development within the industry. As Martin Boyle, CEO of IAPCO, notes, “Whilst it remains a key strategic pillar of IAPCO, our advocacy initiatives focus primarily on the value that an accredited PCO brings to clients and the value that IAPCO plays in raising the professionalism of our industry. It is of vital importance that leaders from across the many global meetings industry associations and organisations have appropriate opportunities to share views, objectives and data so that, together, we can advocate the value of our diverse industry with a clear, unified message. The IBTM World Forum for Advocacy is a platform to support this.”
For Africa’s travel sector, the forum’s emphasis on professionalism, collaboration, and unified messaging offers valuable lessons. As the continent’s MICE industry continues to grow, there is a pressing need to raise standards, build capacity, and present a cohesive voice to both local and international stakeholders. The forum’s discussions around data-driven advocacy and strategic communication can help African destinations position themselves more effectively in the global marketplace.
Dr. Senthil Gopinath, CEO of ICCA, highlights the strategic importance of the forum: “I’m honoured to once again attend the IBTM Forum for Advocacy in Barcelona this year. IBTM isn’t just another industry gathering, but a strategic moment for us to help shape policy, amplify the value of business events, and drive global change. I’m looking forward to helping to ensure that governments understand and support the full value chain of business events, not just venues, but associations, destinations, and suppliers. I’m dedicated to driving advocacy in business development and technology so our industry can thrive. And finally, I’m excited to join with fellow leaders to set a united agenda: where policy, investment, and strategic action follow the vision we share.”
Following the formal discussions, attendees will have the opportunity to continue their conversations at the Meetings Leadership Network Reception, fostering informal connections and furthering the spirit of collaboration that defines the forum.
For Africa’s travel industry, the IBTM World Forum for Advocacy represents more than just a gathering of global leaders—it is a blueprint for how the continent can elevate its own events sector. By embracing the forum’s themes of partnership, advocacy, and strategic growth, African destinations and businesses can position themselves at the forefront of the global event economy, ready to seize new opportunities and drive meaningful change in the years ahead.
