Published on
November 20, 2025The 2025 IBTM Trends Report, revealed at the prestigious IBTM World event in Barcelona, showcases a thriving meetings and events industry that continues to flourish despite global challenges. Drawing from over 140 sources, the report offers an in-depth analysis of the driving forces shaping the sector, offering a comprehensive look at how the industry is evolving in the face of dynamic changes.At the heart of the report is a sense of optimism and confidence that is sweeping through the meetings and events landscape. A central factor behind this growth is the continued relevance of in-person events, which have become powerful counterbalances to the increasingly digital world. As the virtual world expands, physical events remain irreplaceable for fostering genuine human connection, which is highly valued in a time of rapid technological advancements. This growing demand for in-person experiences has fueled a sense of confidence among industry players, spurring both innovation and a deeper integration of technology in event management.Advertisement One of the key highlights of the report is the increased focus on data analytics and return on investment (ROI) within the industry. Event organizers are becoming more strategic, using data to enhance the effectiveness of their events and ensuring that every aspect of an event contributes meaningfully to the overall goals of the organization. Analytics have moved beyond post-event feedback, with real-time data now being used to optimize event experiences and provide a clear picture of how well objectives are being met. This strategic mindset, coupled with a growing emphasis on creativity and innovation, is laying the foundation for the future success of the meetings and events sector.Looking ahead, the report identifies a crucial opportunity for the industry’s growth in the form of global demographic shifts. With the global population aging rapidly, more than 1.1 billion people worldwide are …
