Large Mena exhibitors out in force as annual Mice event marks 20 years in Catalonian capital with focus on making the most of new technologies
The emirate of Ajman joins a 179-strong delegation from the Middle East and North Africa (Mena) for the first time this month at IBTM World 2024, as the international trade fair turns the spotlight on human effort in the age of artificial intelligence (AI). The annual business and networking show for the meetings, incentives, conferences and events (Mice) sector returns to the Fira de Barcelona between November 19 and 21 this year. The roster includes longstanding exhibitors such as Abu Dhabi Convention & Exhibition Bureau, Dubai Business Events, Istanbul Convention & Visitors Bureau, Jordan Convention Bureau, and Qatar Tourism, as well as destination management companies, agencies and tour operators from Bahrain, Kuwait, Oman, Saudi Arabia and beyond.
Regional delegates can expect to see the public conversation focus around market differentiation and growing opportunities for incentives, as well as how AI is changing the business, as the IBTM World Trends Report 2024 indicates.
“Large investments in the Middle Eastern events industry are creating innovative and enticing opportunities for event planners, including the rise of virtual events and the creation of more efficient translation technologies,” Claudia Hall, IBTM World Exhibition Director, told TTN ahead of the event. The combined Middle Eastern and African events market is expected to grow by over $20billion to $76.67billion by 2028, continuing its legacy as a driver of regional progress, she adds, citing research for the report.
We take pride in empowering our delegates with the knowledge and skills necessary to navigate changing global landscapes, and their impact on the industry, with confidence. Anything less would be a disservice
– Claudia Hall
Despite the current Palestine-Israel war, the Mice industry will continue to be a driver of the region’s progress, the report says.
The theme for IBTM World 2024, ‘People. Power. Potential’, examines how technology can enhance human intelligence. The show’s education component will tackle the role of AI in the Mice business. Focus areas include how to integrate AI in associations’ strategic planning, using the technology to make conferences and events more impactful, profitable and sustainable, and what the widespread adoption of AI means for the sector.
Hall says the technology is central to the events business. “How could AI not be?” she says.
“We take pride in empowering our delegates with the knowledge and skills necessary to navigate changing global landscapes, and their impact on the industry, with confidence. Anything less would be a disservice,” she adds. “Far from being disruptive, if used properly, AI can help event managers to plan better and use resources more efficiently. From engaging attendees and analysing exhibitor and visitor data, to automating budget-planning and predictive analysis.”
A highlight will be the Exceptional Experiences programme, launched at Cannes Lions, to help in-house event planners and marketers overcome challenges like integrating AI while keeping event authenticity. It will feature insights from leaders at Amazon, TikTok, and Canva.
For their part, IBTM organisers use AI to enhance productivity gains and communication, optimise show websites, and provide real-time translation for conference content, she says.
Despite so much conversation around AI and its impact, sustainability won’t be ignored at the show, Hall says. Several initiatives introduced in 2023 will be seen again, such as compostable badge holders for visitors, recycled badges for exhibitors, plastic-free water bottles made from sugarcane for attendees, and lanyard safety breaks from wheat straw.
“We’ve gone even further for our 2024 edition. My team and I have put a focus on food waste, and we are working diligently to ensure our catering is carefully planned to meet the balance between providing enough food for all our wonderful delegates while, at the same time, not over-catering and contributing to the one billion meals a day which are lost or wasted,” she says.
Meanwhile, the knowledge programme will kick off with a keynote from Baroness Tanni Grey-Thompson, the British Paralympic athlete, as part of the social responsibility track in IBTM’s #PeoplePowered campaign. The conference also features Shani Dhanda on accessibility and workforce equity, Dr Vincent Walsh on sustainable food production, and Connor Bryant on circular economies. Other speakers include Janthea Brigden, Sammy Connell, Eloisa Urrutia, and Monica Molina, covering DEI, family-friendly events, and overtourism.
The trade fair is being held in Barcelona for the 20th year. It offers plenty to explore, from the new Hotel Pavilion to the inaugural Forum for Advocacy, an invitation-only gathering for business leaders, politicians and Mice industry representatives to look at the role of events in helping solve some of the world’s most challenging problems.
The event marks its two-decade milestone with a celebration of all things Spanish, including regional artisanal pop-up stores, displays by Spanish artists and tapas food trucks.
TTN will be at IBTM World 2024, drop us a hello: rashi.sen@tradearabia.ae
TECH HIGHLIGHTS FOR EVENT MANAGERS AT IBTM WORLD 2024
“Attendees know that the connections they make at IBTM World give them maximum payoff for their time,” says Exhibition Director Claudia Hall. She shortlists five digital tools to help attendees measure performance, collect leads and make data-informed decisions:
1. Colleqt – quick and easy information gathering at every stand with Colleqt QR codes
2. WalkMe – a guidance tool optimised for our market-leading matchmaking platform
3. RX Lead Manager App – allowing attendees to capture, review and qualify leads on the go
4. Exhibitor Dashboard – enabling exhibitors to evaluate ROI in real time
5. IBTM World Mobile App – facilitating easy schedule management