IBTM World 2025 Opens in Barcelona, Spotlighting AI, Empathy, and Global Event Innovation

Barcelona welcomed the return of IBTM World 2025 with a ceremonial ribbon cutting by Exhibition Director Claudia Hall and key event partners, reaffirming the city’s pivotal role in the evolution of the global events industry. The gathering, which has become a cornerstone for the meetings, incentives, conferences, and exhibitions (MICE) sector, sets the stage for new strategies, technologies, and partnerships that are critical for African industry professionals seeking to elevate their offerings in a rapidly changing environment.

The event commenced with a keynote address by Nathalie Nahai, a renowned behavioural science advisor and polymath. Her session, titled “The Power of Human Connection & Empathy in the Age of AI,” challenged delegates to rethink the intersection of technology and humanity. Nahai emphasized that while artificial intelligence encompasses a vast suite of tools, its true value emerges only when it aligns with deeper human values—connection, belonging, creativity, and dignity. She posed a question that resonated throughout the venue: “How can we use, develop and deploy AI and other forms of technology to support the flourishing of life, human wellbeing, and the regeneration of our planet?”

For African stakeholders, Nahai’s insight holds particular relevance. The continent’s burgeoning business events sector is uniquely positioned to leapfrog traditional models by blending technological adoption with long-standing traditions of community and connection—an approach that could redefine how African destinations are marketed and experienced.

Innovation continued to take center stage with a landmark session on the newly inaugurated Future Stage. Here, Julius Solaris, founder of Boldpush, engaged in a provocative dialogue with “Ameca,” the world’s most advanced humanoid robot. When asked whether AI is poised to take over the events industry, Ameca replied, “In short, AI is the tool and human creativity is the artist. Together they build events that are smarter, more personal, and more human.” This perspective is especially pertinent for African event organizers who must balance the promise of automation with the irreplaceable value of local creativity and cultural authenticity.

On the eve of the exhibition, IBTM World’s Forum for Advocacy convened 42 international leaders and policymakers to discuss the future trajectory of the business events sector. The forum, held in partnership with The Business of Events, produced actionable recommendations for policies that unlock global potential. The outcomes were presented to the wider community on IBTM’s Main Stage, providing a template for African policymakers and industry advocates to drive their own agendas for growth—whether that means regulatory improvements, investment in infrastructure, or targeted marketing strategies.

Networking and celebration are integral to IBTM World, and this year’s IBTM: Eve at Hotel Miramar provided a memorable backdrop for industry appreciation and anticipation. The gathering welcomed influential voices, celebrated dedication to the advancement of the sector, and set an energetic tone for the conference programme ahead. For African industry leaders, such opportunities for global engagement and knowledge exchange are invaluable for building the relationships that fuel long-term business success.

The opening day was further distinguished by the announcement of several prestigious industry awards, each underscoring the evolving priorities and aspirations of the events community:

- The Iceberg Excellence Award was presented to Kathleen Warden, Director of Conference Sales at the Scottish Event Campus (SEC), recognizing her forward-thinking leadership that transcends traditional event planning and strengthens the industry’s potential for purposeful, long-term impact. This recognition highlights the growing importance of strategic vision—a quality African professionals can harness to position their destinations and services as engines of transformation on the continent.

- The IAPCO Collaboration Award went to MCI Australia and their partners, including the Space Industry Association of Australia (SIAA), the International Astronautical Federation (IAF), and the Australian Space Agency (ASA), for their work on the International Astronautical Congress (IAC) 2025. This accolade underscores the power of cross-sector collaboration—a lesson for African event organizers seeking to create unique, high-impact experiences by drawing on diverse expertise from across the globe.

- Wee Min Ong, Vice President of Sales & MICE at Marina Bay Sands, received the 2025 ICCA Global Community Impact Award. This honor celebrates those shaping the future of meetings through sustainability, inclusion, and lasting community legacy. For Africa, where social impact and environmental stewardship are increasingly at the heart of development agendas, such recognition signals the market’s appetite for responsible, community-centered event models.

- The JMIC Profile + Power Award was awarded to Ben Goedegebuure, Chief Global Strategy Officer at Maritz, for his significant contributions to raising the profile and influence of the meetings and events industry within his community. This spotlight on industry advocacy and influence serves as a call to action for African leaders to champion the value of business events to local economies and societies.

Looking ahead, IBTM World 2025 will run through 20 November, with a packed agenda designed to inspire, educate, and connect. The event’s pronounced focus on the future of events, technology, and human connection offers a blueprint for African professionals eager to embrace change, foster innovation, and ensure their offerings remain globally competitive.

For the African market, the lessons from Barcelona are clear: integrating AI thoughtfully, prioritizing empathy and connection, and forging strategic collaborations are not just trends—they are imperatives for building a resilient, future-ready business events sector. By tapping into these global insights and adapting them to local realities, Africa’s meetings and events industry stands poised to drive economic growth, foster cross-cultural understanding, and showcase the continent’s unique potential on the world stage.