IBTM World 2025 Sets New Benchmarks for Global Meetings and Events Innovation

The conclusion of IBTM World 2025 marked a milestone for the international meetings and events industry, with the event delivering its most dynamic and commercially rewarding edition to date. Over the course of three action-packed days, nearly 12,000 participants from every corner of the globe converged on the show floor, engaging in a record 79,000+ pre-scheduled meetings—an impressive 8% increase over the previous year. The bustling environment, filled with breakthrough ideas, innovative showcases, and powerful networking opportunities, reinforced IBTM World’s reputation as the essential gathering for professionals in the meetings, incentives, conferences, and events (MICE) sector.

The 2025 event shattered its own records, drawing in almost 2,500 exhibitors, one of the highest in the show’s history. Notably, there was a 12% increase in returning participants, which underlines the tangible value that both buyers and suppliers derive from the event. In a clear sign of IBTM’s expanding influence, 49% of Hosted Buyers attended from markets outside Europe, a trend that signals growing global engagement—a key metric for African tourism professionals seeking new international partnerships and opportunities.

Delegates from Africa and beyond found the event’s reach and impact to be transformative. Elva Yañez, MICE Manager at Promperu, highlighted the unexpected breadth of connections made across continents, while Heather McNee of VisitScotland Business Events emphasized the quality of appointments and the excitement about new business leads generated for Scotland. Felicia Asiedu, Marketing Director at Cvent, praised the innovative layout and the synergy created by having tech providers and future-focused spaces in close proximity. The atmosphere fostered an ecosystem where hotels, CVBs, destinations, planners, and marketers could network efficiently—an ideal environment for African suppliers aiming to tap into global demand.

IBTM World 2025 was defined by its commitment to a new era of innovation and experience design, encapsulated in the year’s theme: People. Power. Potential. The launch of IBTM Ignite was a standout feature, providing a platform for over 80 start-ups to connect with investors and industry leaders. From artificial intelligence-driven engagement tools to sustainability-focused technologies, IBTM Ignite spotlighted the trailblazers poised to shape the future of the MICE sector. This initiative offers inspiration for African entrepreneurs and event professionals keen on leveraging new tech to enhance their meetings and incentive offerings.

The event also introduced the Future Stage, which hosted rapid-fire innovation talks by emerging leaders, and the BEFuture Pavilion, where investors collaborated with creators to fuel industry breakthroughs. These immersive features were designed to push boundaries and set the tone for the next generation of business events. Attendees benefited from learning how technology and creativity are converging to redefine delegate experiences—a lesson particularly relevant for African destinations looking to stand out in a competitive global market.

Returning by popular demand, Exceptional Experiences drew in-house planners and marketers eager to learn from global brands like WeTransfer, Canva, Shutterstock, Amazon, and UTA. Sessions in this packed theatre delivered actionable strategies for designing memorable and high-impact events. Such insights are invaluable for African hotel groups, DMCs, and tourism boards seeking to elevate their service standards and appeal to international event planners.

The Hotel Pavilion, a dedicated space for independent and small group hotels, continued to be a major draw, offering a unique platform for these businesses to present their offerings directly to international buyers. For African hotel operators, this model demonstrates the importance of targeted showcases for building brand awareness and securing new business streams.

Advocacy and strategic conversation were also at the forefront, with the Forum for Advocacy—delivered in partnership with The Business of Events—establishing IBTM World as the global epicentre for industry dialogue and policy-making. Leaders and policymakers reiterated the urgency for unified messaging to unlock the full social and economic value of business events. The Association Leaders Forum, supported by Excel London and crafted with ESAE, delved into how association events contribute to stronger communities, a topic of growing relevance for African association meetings and regional collaboration.

The conference programme at IBTM World 2025 was the strongest yet, featuring a lineup of influential speakers who offered practical insights that attendees could immediately apply to their organizations. Notable presentations included Nathalie Nahai on fostering empathy and connection in an AI-driven landscape, B. Joseph Pine II on crafting experiences that yield emotional and economic returns, and David Osgathorp on maximizing human performance and wellbeing. These sessions addressed both current challenges and future trends, providing African event professionals with strategies to stay ahead in a rapidly evolving sector.

Industry intelligence received a boost with the launch of significant research at the show, such as the IBTM World Trends Report, which explored how changing demographics are influencing event design. New studies on bleisure travel and accessibility—like The Hague & Partners’ report and Access All Areas—provided fresh data and insights, helping African destinations and suppliers understand emerging market demands and adapt their offerings accordingly.

The overwhelming response to IBTM World 2025 was best captured by Exhibition Director Claudia Hall, who described the edition as “extraordinary, ambitious, international, and impactful.” The event’s success highlights the importance of innovation, collaboration, and forward-thinking initiatives in driving the sector’s growth. For Africa’s meetings and events industry, IBTM World’s achievements present both a benchmark and a challenge: to invest boldly in technology, sustainability, and experience design, and to position the continent as a preferred destination for global business events.

The stage is set for even greater progress, with the next edition of IBTM World scheduled for 17-19 November 2026 in Barcelona. For African tourism and hospitality professionals, the momentum generated in 2025 offers a springboard for deeper engagement with global markets and for shaping the future of events on the continent.