IBTM Exhibition Director Claudia Hall officially opened the 2025 edition of IBTM World in Barcelona today with a ribbon-cutting ceremony, joined by several event partners to mark the long-standing relationship between the show and the city.
The event kicked off with an opening keynote by behavioural science advisor and polymath Nathalie Nahai. Her session, “The Power of Human Connection & Empathy in the Age of AI,” explored how values such as empathy, belonging, self-determination and critical thinking should guide the way the events industry engages with AI. “AI must be in service of deeper values that support our potential for creativity, connection and a dignified life,” Nahai said. She challenged attendees with a central question: How can we use and develop technology to enhance human wellbeing and regenerate the planet?
Humanoid Robot ‘Ameca’ Takes the Stage
A major highlight of the programme came during a landmark session on the newly launched Future Stage, where Boldpush Founder Julius Solaris engaged in a live conversation with Ameca, the world’s most advanced humanoid robot. When asked whether AI is ready to take over events, Ameca responded: “In short, AI is the tool and human creativity is the artist. Together they create events that are smarter, more personal and more human.”
Global Leaders Discuss the Future of the Industry
On the evening before the official opening, IBTM World’s Forum for Advocacy—held in partnership with The Business of Events—brought together 42 international leaders and policymakers to discuss the future of the global business events industry. The outcomes of the Forum, including policy insights needed to unlock the industry’s full potential, were presented today on the IBTM Main Stage.
Following the Forum, IBTM World hosted IBTM:Eve at Hotel Miramar Barcelona. The gathering set the tone for a landmark edition, offering an opportunity to thank event partners, welcome influential voices and build excitement for the programme ahead.
Prestigious Industry Awards Announced
During IBTM:Eve, several high-profile awards were presented:
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The Iceberg Excellence Award – awarded to Kathleen Warden, Director of Conference Sales at the Scottish Event Campus (SEC), for her visionary contributions to long-term, purpose-driven impact in the industry.
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The IAPCO Collaboration Award – presented to MCI Australia, in partnership with the Space Industry Association of Australia (SIAA), the International Astronautical Federation (IAF) and the Australian Space Agency (ASA), for their work on delivering the International Astronautical Congress (IAC) 2025.
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The ICCA Global Community Impact Award 2025 – awarded to Wee Min Ong, Vice President of Sales & MICE at Marina Bay Sands, recognising excellence in sustainability, inclusion and community legacy.
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The JMIC Profile + Power Award – presented to Ben Goedegebuure, Chief Global Strategy Officer at Maritz, for his outstanding contribution to raising the visibility and influence of the global meetings and events sector.
With a powerful opening programme, a clear focus on the future of events and a prominent spotlight on AI, IBTM World 2025 has made a dynamic start in Barcelona.
