Barcelona has seen its fair share of grand entrances, but IBTM World 2025 opened this morning with the sort of polished flourish that would make even the most seasoned conference veteran straighten their lanyard. Exhibition Director Claudia Hall presided over the ribbon-cutting with the confidence of someone who has done this before because, of course, she has. IBTM and Barcelona have a history as long and cherished as a Catalan family lunch, and the industry returned in force to celebrate the partnership.
But this year, something in the air felt different. Perhaps it was the collective anxiety about artificial intelligence or the cautious optimism about what it might do for global events. Regardless, the theme was unmistakable: the future of meetings will be shaped not only by technology, but by the humanity that wields it.
Empathy in the Age of the Algorithm
The opening keynote came courtesy of behavioural science advisor and self-described polymath Nathalie Nahai, who brought both gravitas and grounded warmth to her session, “The Power of Human Connection & Empathy in the Age of AI.”
Reflecting afterwards, she emphasised the responsibility that comes with technological capability:
“I was talking about empathy, connection, belonging, self-determination, and how that can inform the ways we use our AI with criticality and discernment. AI as a category covers a broad suite of different types of tools, if we’re going to benefit from them, they have to be in service to a deeper set of values that support our potential for belonging, for connection, for creativity, for mastery, for dignified lives.
The takeaway question is: how can we use, develop and deploy AI and other forms of technology to support the flourishing of life to support human wellbeing and to regenerate the planet we live on?”
It was the sort of keynote that makes attendees briefly reconsider every chatbot they’ve ever barked at for misinterpreting a calendar query.
When a Humanoid Robot Steals the Show
The conference’s new Future Stage landed a blockbuster moment early on, with Boldpush founder Julius Solaris interviewing Ameca, touted as the world’s most advanced humanoid robot.
The inevitable question came, “Is AI ready to take over events?” to which Ameca, no doubt aware of her audience, delivered a surprisingly diplomatic reply:
“In short, AI is the tool and human creativity is the artist. Together they build events that are smarter, more personal and more human.”
A sigh of relief could be heard from planners who spent the flight over worrying that a chatbot might one day demand their job title.
Advocacy Moves From Side Conversation to Centre Stage
On the eve of the show, IBTM hosted its Forum for Advocacy with The Business of Events, assembling 42 global leaders and policymakers. Their brief: tackle the future of the business events economy and identify the policies needed to unlock international potential.
The outcomes were delivered today on the IBTM Main Stage, a welcome dose of policy-minded clarity for an industry often juggling inconsistent regulations, cross-border complexities and the occasional rogue visa requirement.
To set the tone for the week, the industry elite gathered at the suitably elegant ‘IBTM:Eve’ soirée at Barcelona’s Hotel Miramar. The evening combined gratitude, glamour and the sort of networking intensity that could light up the Sagrada Família.
Celebrating Excellence Across a Transforming Sector
A trio of notable awards took the spotlight, highlighting individuals and organisations reshaping the global meetings landscape:
• The Iceberg Excellence Award
Awarded to Kathleen Warden, Director of Conference Sales at the Scottish Event Campus, for her forward-thinking leadership and impact.
• The IAPCO Collaboration Award
Presented to MCI Australia with partners including the Space Industry Association of Australia, the International Astronautical Federation, and the Australian Space Agency, recognising their delivery of the International Astronautical Congress (IAC) 2025. A reminder that Australia’s space ambitions extend far beyond the Outback.
• The ICCA Global Community Impact Award
Won by Wee Min Ong, Vice President of Sales & MICE at Marina Bay Sands, for strengthening sustainability, inclusion and community legacy within the sector.
• The JMIC Profile + Power Award
Claimed by Ben Goedegebuure, Chief Global Strategy Officer at Maritz, honouring his contributions to elevating the industry’s global influence.
Each award served as a quiet counterargument to the fear of technological displacement: the future of events still relies on leaders capable of blending strategy, empathy and long-term vision.
A Show Shaping Tomorrow’s Meetings
IBTM World 2025 runs 19–20 November, with the full conference program available at the official site:
https://www.ibtmworld.com/en-gb/show-agenda.html#/sessions.
If the opening day is any indication, the next era of global events will be built on a careful balance of human creativity, technological power, and a commitment to ensuring that the meetings of tomorrow lift more than profit margins. They may very well lift communities.
By Prae Lee – (c) 2025
Read Time: 4 minutes.
About the Writer
You can tell a lot about a person by how they handle a busy Bangkok morning. Prae Lee doesn’t rush; she glides through it. There’s a calm certainty about her, the sort that comes from knowing where you come from and where you’re going.
Educated at Chulalongkorn University, she took her business degree with the quiet pride of someone who believes in doing things correctly. Her travels for further study in Singapore and Australia didn’t change her; they polished what was already there: curiosity, discipline, and grace.
She returned to her family business in Bangkok, breathing a little modern life into it. She handled social media with the intuition of someone who listens and sells with the gentle persistence the Thais do so well.
Prae doesn’t make a fuss, but everything she touches shines brighter.
Now part of the Global Travel Media family, Prae brings authenticity and quiet confidence to her writing, drawing from a life steeped in culture, travel, and connection.
