The 2025 edition also delves into the evolution of cultural trends that are shaping the industry. One of the most influential is the transition from the experience economy towards what the report calls transformationalism: attendees no longer seek only to live something memorable, but to be part of encounters that generate personal, professional or emotional impact. Experts such as Goc O’Callaghan point out that the demand for immersive and transformative experiences continues to grow and is reshaping how brands, architects and organisers design their content and spaces.
Another central axis of the report is the accelerated role of technology, especially artificial intelligence. Far from being seen as a threat, AI is integrated as a support tool capable of optimising planning processes, personalisation and data analysis. However, Turner warns about the need for “responsible use”, which includes transparency about how AI affects content creation and interaction with audiences. The balance between humanity and technology appears as one of the key challenges for the sector, which must continue to guarantee authenticity in an increasingly sophisticated digital environment.
The report also explores the growing importance of talent. The industry is immersed in a global competition to attract specialised professionals, driven by the expansion of markets such as the Middle East, Asia Pacific, Africa and Latin America, which in 2025 will be covered for the first time with their own regional analyses within the report. Mobility, generational diversity and the search for hybrid profiles are trends that are reshaping the sector’s workforce structure, while demanding stronger strategies for training and retention.
On the operational side, the IBTM Trends Report 2025 underlines the relevance of the ROI–ROE binomial (return on investment and return on experience). Organisations are demanding more robust metrics to prove the value of events, particularly in a context where budgets remain under pressure from inflation and rising logistical costs. Measuring attendee satisfaction, the quality of the experience, the learning generated and the contribution to corporate objectives are now essential elements in the strategic justification of each project.
The document also identifies regional trends that will influence decisions in 2025. In Europe, sustainability and accessibility continue to set the agenda, although costs remain a challenge for faster adoption. In Latin America, economic diversification and digitalisation are opening new opportunities for corporate events and incentives. Africa shows remarkable dynamism, driven by its young population and the creation of new trade corridors. And in Asia Pacific, strong demand for meetings and congresses is combined with a highly innovative technological environment that accelerates processes and raises audience expectations.
Turner concludes that the industry is entering a phase in which purpose, ethics and responsibility will be as decisive as creativity and innovation. The sector, he argues, has the capacity to influence how societies relate, learn and move forward collectively. The 2025 edition of the report thus consolidates a clear vision: events no longer merely adapt to change — they can lead it.
