Defining how the global events industry better communicates its economic and social value, while identifying areas that require more support, will be the focus for IBTM World’s Forum for Advocacy, which runs in partnership with The Business of Events, on Monday 18 November 2024, the day before the IBTM World show proper opens. The show’s exhibition director, Claudia Hall, will open the forum at at the Torre Melina Gran Melia Hotel, Barcelona.
Leading organisations across the events industry are supporting the event, which is positioning itself as a catalyst for change and as a forum for moving the conversation around advocacy issues. PCMA, ICCA, the events industry council, and The Strategic Alliance of The National Convention Bureaux of Europe are among the associations welcoming the initiative, as are the Joint Meetings Industry Council (JMIC), City Destinations Alliance, and The Iceberg.
Sherrif Karamat, president and CEO of 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.
“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 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.
IBTM World this year celebrates its 20th anniversary in Barcelona.
