The 2026 IBTM World Forum for Advocacy will bring together government ministers, destination leaders, association executives and senior events professionals to explore how the business events industry can strengthen its influence on policy through more compelling storytelling.
Taking place on November 16 at Hotel Arts in Barcelona, ahead of IBTM World from November 17–19, the Forum will examine how business events can better demonstrate their economic, social and community value and use that narrative to drive policy change.
Now in its fourth year, the Forum is produced in partnership
with The Business of Events and will be hosted by BBC News presenter Lucy Grey.
Sessions will focus on “How business events can shape
policy” and “Telling a more compelling story”, with the latter led by
journalist, political commentator and former speechwriter to British Prime
Minister Sir Tony Blair, Philip Collins.
The Forum will bring together influential figures from
across the global business events sector, with senior representatives expected
from organisations including PCMA, IAPCO, Meet England, ICCA, ICC Wales,
Copenhagen Convention Bureau and Fáilte Ireland.
The 2026 programme follows the 2025 Forum, where industry
leaders from more than 20 countries produced the Barcelona Declaration,
highlighting business events as a strategic driver of economic and social
progress.
IBTM World Exhibition Director Claudia Hall said: “A
must-attend for any senior event leader passionate about being at the forefront
of our industry’s biggest conversations, the Forum for Advocacy puts all the
right people in the room to turn challenges into collective action. It is the
place where voices and ideas proactively shape outcomes and where our
collective power enables us to chart a stronger, more empowered future for our
industry. We know we have a great story, but if we’re going to successfully
translate that into positive policy change for our industry, then we need to
get better at telling it. That’s exactly what this year’s Forum is designed to
do, and I can’t wait to see how Lucy and Philip’s knowledge and experience will
help us shape and progress that narrative.”
The Forum will be followed by IBTM Eve – the Senior Leaders
Reception, providing delegates with an opportunity to continue discussions and
strengthen industry connections.
The initiative is supported by ICCA, PCMA, the Joint
Meetings Industry Council and The Iceberg. -TradeArabia News Service