Agenda revealed for IBTM World’s Forum for Advocacy

Defining how the global events industry better communicates its economic and social value, while identifying areas that require more support, will be key priorities for IBTM World’s Forum for Advocacy, in partnership with The Business of Events, when it takes place next month.

With widespread support for the forum from leading organisations across the events industry, it is ideally placed to be a catalyst for change and amplify the existing conversation around advocacy issues. PCMA, ICCA, the events industry council, and The Strategic Alliance of The National Convention Bureaux of Europe are amongst the associations welcoming the initiative, as are the Joint Meetings Industry Council (JMIC), City Destinations Alliance, and The Iceberg.

Bringing together an international group of senior leaders, policymakers and influencers, the Forum for Advocacy will be opened by IBTM World Exhibition Director, Claudia Hall, on Monday 18 November 2024. Taking place at the Torre Melina Gran Melia Hotel, it will be a powerful prelude to IBTM World, which celebrates its 20th anniversary in Barcelona the next day.

Sherrif Karamat, President and CEO of the PCMA, will speak on the industry’s role, position and purpose. His address will be followed by key findings from the latest Global Destination Report, analysed by Sarah Fleming, MD of SFA Connect.

American Express Global Business Travel’s Head of Global Sustainability Meetings & Events, Eloísa Urrutia, and Barcelona Convention Bureau Director, Christoph Tessmar, will then discuss how business events can counterbalance the challenges of over tourism and climate change by contributing positively to local economies.

The forum will close with a policy agenda discussion to agree what the business events industry is advocating for and where it can unlock further potential.

“We look forward to supporting the long-term growth of the business events sector and ensuring it remains on its journey towards a sustainable and diverse future, which is inclusive and accessible to all, and which continues to have a positive impact on global communities and the world it inhabits,” said IBTM World Exhibition Director, Claudia Hall.

Following the forum, guests will have an opportunity to continue informal talks at the Meetings Leadership Network Reception. The outcomes of the Forum for Advocacy will then be explored further from 3pm on Tuesday 19 November on the Impact Stage at IBTM World.