IBTM Barcelona 2025: Everything You Need to Know Before Attending

Every November, thousands of attendees arrive for IBTM Barcelona. It’s where the world’s most influential event professionals come to build partnerships, shape strategy, and exchange ideas that bring new business.

And this year, the experience goes further: IBTM World is powered by Rozie Synopsis

An award-winning platform that captures live insights from every session so attendees can access real-time takeaways and organisers can turn them into content that keeps the conversation going all year.

What Is IBTM World (& Why Everyone in Events Is Talking About It)

IBTM World is one of the most established gatherings in the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. Each year, more than 2,500 exhibitors and around 15,000 professionals from over 150 countries come together to see emerging technologies and form meaningful partnerships that help them stay ahead in a fast-changing industry. Here’s what you need to know before the event.

• Dates: 18–20 November 2025
• Venue: Fira Barcelona Gran Via, Barcelona, Spain
• Highlights: Three days of innovation, connection, and insight shaping the future of global events.

What Makes IBTM Barcelona 2025 Different This Year

IBTM World 2025 introduces a series of updates designed to make the experience more personalised and globally inclusive for every attendee. For example:

• Smarter meeting management: New self-scheduling tools make it easier for buyers to plan productive days, with added perks like lounge access, lunch vouchers, and premium networking.
• Enhanced hosted buyer experience: Tailored appointment diaries, better matchmaking, and travel support help hosted buyers focus on meaningful business conversations.
• Innovation at the forefront: Around 50 tech platforms will showcase AI, analytics, and automation, alongside new zones for start-ups and boutique hotels.
• A broader global reach: Exhibitors from Stockholm, Anchorage, Panama, and Peru join this year as AI, talent, and regional growth shape key discussions.

For organisers, these updates mean smarter technology and stronger market insight. For exhibitors, they bring better networking and more focused conversations with buyers who are ready to do business. Together, these changes make IBTM Barcelona 2025 more than a meeting place; it is a launchpad for the next generation of event experiences

Keynote Speakers & Sessions at IBTM World 2025 Speakers You Shouldn’t Miss

The following are some of the standout sessions happening at IBTM World 2025:

Session #1: From Reports to Revelations: Storytelling for Impact and Sustainability

Speaker: Guy Bigwood

This session explores how storytelling can transform sustainability from a policy statement into a powerful tool for action and influence. Guy Bigwood introduces the: Hook–Heart–Hope Framework. A simple approach that helps leaders capture attention, create emotional connection, and leave audiences with a clear sense of purpose.

Session #2: The State of Event Tech

Host: Julius Solaris, Founder, Boldpush
Speaker: Vanessa Lovatt, Founder, Event Tech World

This session explores how artificial intelligence is reshaping the landscape of event technology and what it means for the future of the industry. Hosted by Julius Solaris, one of the most respected names in event innovation, the discussion examines the real impact of AI in event management, audience engagement, and business outcomes. Vanessa Lovatt, Founder of Event Tech World and former Managing Director at Glisser and IQPC, draws on her deep experience leading digital transformation in events to show how technology can enhance human connection rather than replace it.

Session #3: Behavioural Science Meets Event Psychology: How People are Changing (Events)

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Speaker: Kelly McCormack, Event Psychologist

Speaker: Lea Karam, Founder/CEO, Mindscope

Speaker:  Ben Wymer, Senior Director, Snap Inc

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This main stage session brings together leading voices from behavioural science, psychology, and brand experience to explore how people’s habits and motivations are evolving - and what that means for events. First, Lea Karam, a behavioural scientist, unpacks how neuroscience and data are shaping the way people connect with content and brands. Building on that, Kelly McCormack, known as The Events Psychologist, turns these insights into practical strategies for event design, showing how understanding audience psychology can create more engaging and emotionally intelligent experiences. Finally, Ben Wymer from Snap Inc. offers a creative industry lens, showing how augmented reality and immersive storytelling are redefining audience engagement across both digital and live environments.

Why These Transformative Sessions Deserve Your Time?

For organisers, exhibitors, and industry leaders, these sessions go beyond theory. They reveal how to strategically design events that are innovative and impactful. From making authentic sustainability stories to embracing AI and understanding behavioural shifts, these speakers give you the knowledge to stay ahead of industry change - and turn insight into real-world results.

To see the full lineup of speakers and sessions, visit the IBTM World 2025 agenda page.

How to Make the Most of IBTM World 2025

Here’s how to get the most out of your time at IBTM:

• Set clear goals before you arrive: Know exactly what you want (new leads, partners, or ideas) so every meeting moves you closer to a result
• Plan your schedule: Use IBTM’s meeting planner to pre-book appointments, sessions, and networking opportunities. You can filter by themes like sustainability or technology to focus on the areas that will deliver the most value for your goals.
• Be intentional with your time: Don’t try to be everywhere; focus on the sessions and exhibitors that connect directly to your business objectives or challenges.
• Don’t let the momentum fade: Turn what you learned into action with three simple follow-ups (1) within a few days of the event, reach out to new contacts (2) share your top insights with your team while they’re still fresh, and (3) turn your key takeaways into clear next steps for your event marketing strategy.

And since this year, Rozie Synopsis is powering IBTM World 2025, you’ll have instant access to AI-driven insights from every session, making it easier for you to revisit key takeaways, share them with your team, and keep the conversation going long after the event ends. Plus, you can also stop by our booth at IBTM World 2025 to see live demos and understand how real-time event intelligence helps organisers, exhibitors, and marketing leaders turn on-site insights into lasting engagement long after the event ends.

Conclusion

IBTM World 2025 is more than three days in Barcelona - it’s where people, ideas, and innovation come together to shape the future of experiences. Whether you’re there to learn, connect, or get inspired, what you take away depends on what you put in. So listen closely, stay curious, and keep the conversations going long after the event ends. Because after all, the value of IBTM (or any other event) isn’t just in attending - it’s in how you turn what you’ve learned into something that lasts.