BARCELONA—IBTM (Incentives, Business Travel & Meetings) unveiled the findings of its 2025 Trends Report at the IBTM World show in Barcelona, presenting an outlook of strong confidence and continued growth in the global meetings and events sector, despite geopolitical and economic challenges.
Drawing on data from more than 140 sources, the report identifies several forces driving industry momentum, including the role of in-person events as a counterbalance to digitalinteractions, deeper use of analytics to measure ROI, and an increased emphasis on strategic planning and creative innovation.
A significant portion of the report focuses on global demographic shifts, pointing to the world’s rapidly aging population as an opportunity for long-term industry growth. More than 1.1 billion people worldwide are 60 or older, a number projected to reach 1.4 billion by 2030 and 2.1 billion by 2050. According to the report, proactively engaging older delegates through inclusive event strategies could serve as a model for future attendee engagement.
The report also notes heightened attention from the financial sector as the industry expands. With rising numbers of startups, investment activity, and mergers and acquisitions, capital is increasingly viewing meetings and events as a stable investment category.
The report was written by Alistair Turner, managing director of Eight PR & Marketing.
