The global meetings and events industry is showing remarkable resilience against economic headwinds, with aging demographics and increased financial investment identified as critical drivers for future growth.
These findings come from the highly anticipated IBTM World Trends Report 2025, released today at the organization’s flagship event in Barcelona. Drawing on data from over 140 sources, the report depicts a sector that is not only recovering but evolving. It suggests that confidence in the industry is being bolstered by the unique role events play as a counterbalance to an increasingly digital world, alongside better use of analytics to prove Return on Investment (ROI).
The “Silver Economy” Opportunity
A central pillar of the report is the urgent need to address global demographic shifts to future-proof the industry. The data highlights a significant aging trend: currently, over 1.1 billion people worldwide are aged 60 or older. This figure is projected to climb to 1.4 billion by 2030 and reach 2.1 billion by 2050. The report argues that the events sector has largely overlooked this demographic and that an inclusive approach to engaging older delegates could unlock massive potential. Treating this generation not just as attendees but as active contributors could serve as a blueprint for broader inclusivity models in the future.
Wall Street Takes Notice
Beyond demographics, the report signals a shift in how the financial sector views meetings and events. Once seen as a niche sector, events are now attracting significant attention from private equity and venture capital. The report notes a surge in startups, investment activity, and mergers and acquisitions (M&A), indicating that capital markets now view events as a stable asset class. Reflecting this shift, the 2025 report introduces a new section titled “Ignite,” dedicated specifically to financial dynamics within the sector. This theme is mirrored on the exhibition floor with the debut of the IBTM Ignite showcase.
A Dynamic Outlook
Alistair Turner, Managing Director of Eight PR & Marketing and the author of the report, described the findings as a turning point. “This is one of the most dynamic and positive reports of the last five years,” Turner said. “We explore why events and experiences continue to grow as an industry. However, it is also our responsibility to safeguard that growth, and the report delivers some fascinating conclusions on where the future of the industry could lie.” Lucy Dyer, Conference Content Manager at IBTM World, added that the report serves as an “invaluable barometer” for the community. “This year’s report paints an encouraging picture of industry resilience, while also offering several compelling strategies for future-proofing,” Dyer noted. “We trust the insights within the report will empower readers to drive progress.”
Other Key Trends
In addition to finance and demographics, the report delves into several other forces shaping human behavior and event strategy, including:
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AI and Personalization: How technology is tailoring the attendee journey.
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Imagination Poverty: The struggle to innovate in a saturated market.
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Transformationalism: The shift from transactional events to life-changing experiences.
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Sustainability and DE&I: Continuing the push for greener and more diverse gatherings.
