The business events industry must embrace ‘regeneration’ to unlock the potential of a projected $6.2 trillion Brain Economy, according to a preview of the IBTM World Trends Report 2027, which highlights the growing value of human cognition, creativity and meaningful connections in an increasingly automated world.
Written by Alistair Turner, Managing Director of Eight PR
& Marketing, with contributions from Megan Henshall of Google XI, the
report introduces regeneration as the next phase of the Experiences Economy,
building on the industry's focus on personalisation and transformation. The
full findings will be presented at IBTM World in Barcelona on November 28.
The report examines how business events can evolve beyond
traditional networking and deliver greater value by fostering friendships,
encouraging learning and helping people rethink established perspectives.
It argues that as artificial intelligence (AI) increasingly
performs tasks once undertaken by humans, the ability to imagine, learn and
build relationships will become more valuable.
It also questions whether the industry has underestimated
the importance of friendship and social connection when measuring event
success.
Against a backdrop of hybrid working and rising loneliness,
the report suggests that in-person gatherings can play a greater role in
creating meaningful relationships and strengthening trust.
Alistair Turner said: “In essence, the Trends Report seeks
to understand how we, as an industry, Meet the Moment in this age of
disruption. This year’s answer is optimistic, exciting and revolutionary. The
industry now has the growth, stability and confidence to move beyond evolution,
rethink established ideas and reinvent and regenerate itself. Across the
research, from regions and industry sectors around the world to conversations
with leading voices in events, there is a clear ambition to turn that confidence
into meaningful change, shaping both what business events can achieve and how
they contribute to the world.”
The report considers AI not only as a tool for event
planning and delivery but also as a catalyst for reassessing the value of
physical gatherings.
As more workplace activities become automated, it suggests
that bringing people together in person could become an increasingly important
differentiator for the business events sector.
Megan Henshall of Google XI said organisations should
reconsider the narratives shaping their identities and ambitions.
“So many of the stories organisations tell about themselves
were written for a world that no longer exists. Events are one of the few
places where people can come together and start writing new ones. My message to
the industry is that it’s time to pick the pen back up.”
Beyond the changing role of technology and human
interaction, the report explores how geopolitical developments and shifts in
the global workforce could influence future demand for meetings and events.
It will also examine how destinations can distinguish
themselves by looking beyond familiar city and national narratives to identify
what makes them unique.
Claudia Hall, Show Director of IBTM World, said the report
offered reasons for optimism despite widespread disruption across the industry.
“Nobody in our industry needs telling that this is a period
of disruption. What struck me about this year’s report is how much reason it
gives us for optimism. As artificial intelligence changes how we work, the
human qualities that events enable (creativity, learning, trust and meaningful
connection) will become more valuable, not less. The report challenges us to
think differently about the environments we create and how we measure their
impact. I am looking forward to beginning that conversation with the global
industry in Barcelona.”
IBTM World is expected to attract more than 2,500
destinations, hotels, venues, event technology suppliers and event startups,
alongside over 12,000 event professionals from around the world.
The three-day programme will feature scheduled business
appointments, product showcases, practical learning sessions and networking
opportunities.
The 2027 report positions regeneration as a call for the industry to rethink how events create value, placing human potential, stronger relationships and lasting impact at the centre of future strategies. -TradeArabia News Service