IBTM World Forum for Advocacy: Shaping the Future of Events

What does it take to drive real change in business events? For IBTM World, transformation starts before the show even opens its doors. That’s why, on the eve of IBTM World in Barcelona, the Forum for Advocacy will once again take centre stage, setting the pace for where the global event economy is headed.

This year’s Forum, created in partnership with The Business of Events, gathers senior leaders and trailblazers from Canada to Japan, New York to Estonia, and everywhere in between. On Monday, 17th November, they’ll convene at the historic Hotel Miramar Barcelona - not just to talk, but to chart a way forward together.

What’s on the agenda? Big questions about what’s next for our industry, including:

• How can we work together—across borders and sectors—to accelerate growth for the global event economy?

• What policy moves could inspire governments to unlock even more potential in our sector?

• And, crucially, how do we advocate for business events in a way that gets results with politicians and policymakers?

These aren’t just talking points—they’re the real challenges shaping our future. Last year’s debut Forum proved the power of bringing senior leaders together, sparking ideas that travelled far beyond the meeting room. This time, the outcomes won’t just stay in Barcelona. Insights from these high-level discussions will be shared with the industry on the Main Stage at IBTM World, Tuesday at 1:20 PM.

Claudia Hall, Exhibition Director of IBTM World, will kick off the Forum: “The Forum for Advocacy is more than an event—it’s a rallying call. It sits at the heart of IBTM World, ushering in each edition with a bold conversation about elevating the events sector’s impact on society and economies alike. At IBTM, our theme is People. Power. Potential.—and the Forum embodies that belief fully. It is our shared platform to ignite possibilities, amplify voices, and chart a stronger, more empowered future for our industry. I am honoured to be part of this moment, to listen, to learn, and to bring the Forum’s insights forward into IBTM World itself.”

Behind this effort stand seven leading organisations: ICCA, PCMA, IAPCO, Events Industry Council, Joint Meetings Industry Council, City DNA, and SANCBE—all united in their purpose to move our sector forward.

For Sherrif Karamat CAE, President and CEO of PCMA, the Forum is more than a date on the diary: “Remember this date—Monday 17th November 2025. It is the second edition of the IBTM Forum for Advocacy in partnership with The Business of Events. Being a part of this Forum is much more than gaining valuable insights on the major issues of the day. It is where industry, government and community leaders intersect to influence policymakers on what is impacting our industry and why it should matter to them.”

Martin Boyle, CEO, IAPCO, echoes the importance of unity: “Whilst it remains a key strategic pillar of IAPCO, our advocacy initiatives focus primarily on the value that an accredited PCO brings to clients and the value that IAPCO plays in raising the professionalism of our industry. It is of vital importance that leaders from across the many global meetings industry associations and organisations have appropriate opportunities to share views, objectives and data so that, together, we can advocate the value of our diverse industry with a clear, unified message. The IBTM World Forum for Advocacy is a platform to support this.”

Dr Senthil Gopinath, CEO, ICCA, is already looking ahead: “I’m honoured to once again attend the IBTM Forum for Advocacy in Barcelona this year. IBTM isn’t just another industry gathering, but a strategic moment for us to help shape policy, amplify the value of business events, and drive global change."

After the Forum wraps up, the conversation keeps going. Guests are invited to the Meetings Leadership Network Reception—a chance to keep the momentum alive, make new connections, and take the spirit of advocacy into every corner of the global events industry.

See you in Barcelona, where conversations spark action and transformation begins.