IBTM World: what will events look like in 2030?

Cultural connections are the main focus of IBTM World, the leading global event for the meetings, incentives, conferences and events industry , which takes place at Fira Barcelona from 29 November to 1 December 2022.

“Business events are back to fill the gap they left, but they have also stepped up to fill the new gap that’s appeared: the place where business culture lives”, says David Thompson, Event Director of IBTM World. “This year, we’re looking at how the technology we are using, the experiences we are creating, and the destinations we are visiting create limitless cultures for businesses and incredible potential for events and deliver the opportunity for better business results.”

Grant Caplan, President at Procurigence, comments: “Our mission to use gatherings of all sorts for culture creation is more important than ever for our clients. Large corporations who may have fewer offices post-pandemic are looking for ways to maintain their unique culture, something that face-to-face events can really help forge and maintain. IBTM helps us to find great suppliers, as well as those who can help us deliver creative cultural experiences for our clients.”

How Dreamforce reached 150,000 attendees

Gareth Kelly, Head of Strategic Events EMEA at Salesforce, explores in his keynote speech how the tech company uses its empowering and inspirational events to bring better business results and create meaningful cultural experiences for businesses. “This is an exciting time for our industry as we take the opportunity to rebuild, post-pandemic, in imaginative and innovative ways”, states Kelly. “Events don’t exist in isolation, they have the power to create far-reaching and positive change in business, culture, and society. It is invigorating to share the knowledge and experience Salesforce has gained, particularly through our Dreamforce event, with so many interesting and like-minded people at IBTM, and inspire them to continue building a legacy of visionary events which enhance and bring great benefit to today’s modern business landscape.”

As head of Salesforce’s entire events and experiences portfolio across Europe, the Middle East and Africa, Kelly is also responsible for the legendary Dreamforce event. The 2022 event welcomed 150,000 attendees, either in person or on its digital platform Salesforce+, represented over one hundred countries, and showcased innovations that turned its audience of attendees into fans.

IBTM’s David Thompson adds: “Our market-leading education programme has been designed around the theme of culture in all its forms, and the sessions on technology are no exception. Post-pandemic, we’ve all become that much more immersed in and open to the incredible potential of technology. Gareth Kelly is a powerhouse of knowledge and experience, and his session is inspirational for everyone looking to take their events to the next level.”

Knowledge Programme ‘Culture Creation’

IBTM has announced more details of its Knowledge Programme, that consists of three keynotes and five targeted tracks. Besides Kelly, the two other keynote speakers are Anick Beaulieu and Igor Beuker. Beaulieu, VP Growth and Partnerships at C2, one of the most forward-thinking business events in the world, will discuss how business entertainment can shape culture, using the C2 Montréal event as a case study. Futurist Beuker, known for his foresight on the trends and technologies impacting business, economy and society, shares his vision on the issues that will shake up the events industry as he considers the question: “What will the events look like in 2030?”

Another highlight of the event is Despoina Zachariadou, Lead UX Designer and Creative Technologist VR/AR at Jack Morton Worldwide. Despoina will take us on a journey that travels from storytelling to story experiencing, as she considers how the Metaverse is shaping communication, behaviours and communities and what implications it may have for the future of events.