15 November 2024: IBTM has shared a first glimpse of its highly-anticipated Trends Report 2025, due to be launched on the first day of its flagship IBTM World show in Barcelona. Analysing the forces shaping the meetings and events industry on a global scale, the report underlines the importance of talent to the future of the industry, and charts its evolution in a post-pandemic world.
Shining a spotlight on the changing dynamics of the industry since the pandemic, the report draws attention to the emergence of regions such as the Middle East and Africa, which have both developed significant events infrastructure in recent years, and are now looking for people to power it. Reflecting this, the report also highlights the sector’s struggle to match recruitment to demand globally as the industry continues to grow rapidly post-pandemic.
To meet these changing dynamics, the report identifies the emergence of a new type of event professional that no longer fits the traditional ‘college graduate’ mould. Whether this be older people looking for a new career or people travelling around the world for a new opportunity, the industry is looking at every area of society to find innovative and creative talent. It is this skill for adaptability that is driving growth in the global events market.
The annual report, written by Managing Director of Eight PR & Marketing, Alistair Turner, will be unveiled on IBTM World’s Main Stage on day one of the show which runs from November 19 to 21. Alongside its focus on talent, the report will delve into other trends impacting human behaviour across the globe. These include transformationalism, digital rejection, globalisation, the influence of artificial intelligence, and the changing workplace.
Claudia Hall, IBTM World Exhibition Director, said: “Our Trends Report sets out a comprehensive lay of the land so all event professionals can better understand, and navigate, the landscape they’re operating in for the year ahead. There is lots to be excited and optimistic about. We hope readers will find inspiration in these pages, as well as areas for opportunity and, perhaps, the seed of ideas to confront challenges at a local, regional and international level. As we head into 2025, one thing is clear above all else – it is people that are powering the future potential of the M&E industry.”
For the first time ever, individual regional reports on Africa, Asia Pacific, Latin America and the Middle East will also be released, alongside the main report, to create a more detailed and nuanced picture of different geographical and political landscapes across the world.
