The results of IBTM’s Trends Report 2025, released last week at its flagship IBTM World show in Barcelona, paint a picture of a growing and resilient industry, despite global headwinds.

Drawing on data from more than 140 sources, the report examines the key forces shaping the global meetings and events industry. It reveals a high level of industry confidence, fueled by factors such as events’ role as a powerful counterbalance to the digital world, deeper integration of analytics and ROI, and a stronger focus on strategic thinking and creative innovation.

Download the report HERE.

The report also explores how to future-proof the industry’s growth, highlighting global demographic shifts as a key opportunity. Today, more than 1.1 billion of the world’s eight billion people are aged 60 or over, a figure expected to rise to 1.4 billion by 2030 and 2.1 billion by 2050. It argues that the industry can harness this shift and that an inclusive approach to engaging this generation of delegates could serve as a model for the future.

Additionally, the industry’s growing success is attracting increased attention from the financial sector is highlighted. With a rise in startups, investment activity, and mergers and acquisitions, capital is beginning to view events as a stable and promising investment. In response to this trend, the report introduces a new section titled Ignite. This area of the report is dedicated to the dynamics of finance within meetings and events.

“This is one of the most dynamic and positive reports of the last five years, as we explore why events and experience continue to grow as an industry,” said Alistair Turner, managing director of Eight PR & Marketing and author of the report. “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, and how event organizers can take advantage of this.”

Alongside its focus on growth and demographic shifts, the report will delve into other trends impacting human behavior across the globe. These include culture and brands, AI, transformationalism and personalization, imagination poverty, sustainability and DE&I.

Lucy Dyer, conference content manager, IBTM World, said: “Our annual trends report is an invaluable barometer for measuring the state of the industry, as well as an in-depth analysis of the challenges and opportunities ahead. An essential resource for our community, this year’s report paints an encouraging picture of industry resilience, while also offering several compelling strategies for future-proofing. We trust the insights within the report will empower readers to drive progress and strengthen the industry locally, regionally, and globally.”

IBTM World 2025 ran November 18-20, 2025 in Barcelona, Spain. The 2026 edition will take place November 17-19, 2026 at Fira de Barcelona.