An Introduction to Exceptional Experiences at IBTM World

Short for time? Scroll to the bottom to discover the key takeaways. 

People. Power. Potential.  This defining theme of IBTM World Barcelona captures a simple but powerful truth: people are the heart of every event. When we fuse human creativity with cutting-edge technology, the potential for extraordinary experiences becomes limitless.

Whether you’re a corporate planner, experiential expert, tech supplier, or association leader, IBTM World delivers a clear message: people need others to succeed. That philosophy comes to life through Exceptional Experiences, a curated, hosted programme for senior in-house marketing and event professionals.

This blog explores what Exceptional Experiences is all about, what we learned from last year’s programme, what to expect for 2025, and why it’s important for you to attend.

But first…What Is Exceptional Experiences?

Exceptional Experiences is an exclusive programme at IBTM World, designed for senior in-house marketers and event professionals. It takes a deep dive into the key challenges and opportunities facing event leaders today, explored through workshops, panels, and peer-led discussions.

With one clear goal: to inspire us all to feel more, think deeper, and do better.

In 2024, the programme welcomed 20 global executives from powerhouse brands such as Amazon Music, Canva, TikTok, SharkNinja, Three, On, and C2. Representing roles across marketing, communications, and experience design, attendees spanned from Australia to the USA, all united by a belief in the power of exceptional experiences.

And in 2025, we’re scaling up.

What's Coming in 2025:

We’re excited to already welcome a powerful lineup of confirmed speakers, including:

• Jimmy Knowles, Global Head of Experiential, Canva
• Oliver Jones, Senior Director, Events and Content, NBC Universal
• Sophie Collins, CMO, MPB
• Jesse Gainer, VP Growth & Partnerships, C2
• Sarah Beatie, CMO, Fulham Football Club
• Marcella Farman-Dietz, Executive Director, Head of Events, MediaLink
• Adam Walden, VP Marketing & Brand, Github

These thought leaders will explore five key themes shaping the future of events:

1. Technology & AI
2. Event Design
3. Community
4. Return on Experience
5. People & Money

Events Are (Still) Having Their Moment:

In Q2 2024, the IPA Bellwether Report named events the fastest-growing marketing channel, with 18.7% of marketers increasing their event spend. Even as Q3 brought tighter budgets, events remained a strategic priority, second only to PR.

Why? Because events work, and people are hungry for connection.

The Industry Is Growing, And It’s Growing Fast:

The global events industry is projected to grow from $1.1 trillion in 2019 to $2.1 trillion by 2032 (Allied Market Research, 2024). While virtual events continue to scale, with a projected 18.8% CAGR, in-person experiences remain the gold standard:

• 82% of attendees prefer IRL events
• 80% view them as the most trusted source of information
• 81% value the chance to network with experts (Freeman, 2024)

There's simply no substitute for real human interaction. Seeing, touching, hearing, and feeling a brand in person creates trust, emotion, and lasting memory.

Resilience and ROI in a Tougher Climate:

Despite financial pressures, marketers are being asked to deliver the same (or greater) impact with fewer resources. According to Forrester’s Global State of B2B Events, this is driving a renewed focus on ROI.

Organisers are reevaluating every line item, from people to platforms to production, to ensure they’re not just hosting events, but creating measurable business value.

From ESG to Community Building:

While ESG was a headline topic in 2023, the focus has softened - we hope that it’s because sustainability is no longer optional. It’s embedded into daily operations, reflected in every supplier conversation and stakeholder decision. At IBTM, every participating brand had a sustainability strategy. The real shift now? Toward community.

Community:

Exceptional Experiences 2024 taught us that building and maintaining vibrant, engaged communities is crucial to long-term event success.

Key lessons included:

• Ongoing engagement: Keep the conversation going before, during, and after the event.
• Micro-experiences: Personalised moments create emotional investment and connection.
• Tailored journeys: Personalisation builds trust and loyalty, making attendees feel seen and valued.

As Forbes highlights, community building is an iterative process:

“Identify a need. Model what you want. Spread the word. Listen to what your members are saying.”

Which is what we are doing for 2025. With a big inclusion of Tech and AI…

Tech & AI:

Technology and AI were among the hottest topics in 2024, and they’ll take centre stage in 2025.

But one key takeaway was clear - tech for tech’s sake is not the answer.

Instead, the question is, how can we use technology to amplify the human experience?

From AI-powered sentiment analysis to immersive digital environments, technology must align with organisational goals and user needs.

In 2025, we’re thrilled to announce a dedicated workshop on Technology & AI, led by Howard Gray, and covering:

• The future of events
• AI and its practical applications
• Technology as a tool for connection, not complexity

The Equal Importance of Storytelling:

The most powerful events tell unforgettable stories. They engage, entertain, and inform - all while delivering results. That’s why storytelling was the buzzword of the Exceptional Experiences workshop in 2024.

As we plan for 2025, we’re embedding storytelling more deeply into every layer of the programme, from the content to the networking to the follow-up. Because good stories build strong brands, and strong brands build better business outcomes.

In Summary - There’s Power in People!

Exceptional Experiences at IBTM World 2024 proved that human connection is still the most powerful force in events. As we look ahead to Barcelona this November, we’re focused on helping you create events that don’t just inform, but transform.

Want to join us and move forward together?
Exceptional Experiences returns to IBTM World Barcelona, 18-20 November 2025. Register your interest HERE now.