The agenda forIBTM World’s Forum for Advocacy, taking place on the eve of IBTM World in Barcelona has been unveiled, withadvancing the global event economy as the central theme.
Presented in partnership with The Business of Events, the Forum will gather a group of senior leaders, policymakers and influencers to the Hotel Miramar Barcelona on Monday 17th November to debate the most pressing questions facing the industry. There will be representatives from Canada, Iceland, Japan, New York, United Kingdom, Glasgow, Ireland and Estonia at this year’s event.
Themes on the agenda include how to effectively work together to grow the global event economy, what policies could encourage policymakers to help unlock the potential of the industry, and finally, how to successfully advocate for the value of the events sector among politicians and policymakers.
This year’s event builds on the success of the inaugural Forum for Advocacy which brought together 80 senior leaders and policymakers from around the world in 2024. The outcomes of the Forum’s discussions will be presented on the Main Stage at IBTM World on Tuesday at 1.20pm.
Opening the forum will be IBTM World’sExhibition Director, Claudia Hall. Claudia comments: “The Forum for Advocacy is more than an event – it’s a rallying call. It sits at the heart of IBTM World, ushering in each edition with a bold conversation about elevating the events sector’s impact on society and economies alike. At IBTM, our theme is People. Power. Potential. – and the Forum embodies that belief fully. It is our shared platform to ignite possibilities, amplify voices, and chart a stronger, more empowered future for our industry. I am honoured to be part of this moment, to listen, to learn, and to bring the Forum’s insights forward into IBTM World itself.”
The IBTM World Forum for Advocacy is supported by seven leading organisations including ICCA, PCMA, IAPCO, Events Industry Council, Joint Meetings Industry Council, City DNA and SANCBE.
Sherrif Karamat CAE, President andCEO, PCMA, comments: “Remember this date – Monday 17th November 2025. It is the second edition of the IBTM Forum for Advocacy in partnership with The Business of Events. Being a part of this Forum is much more than gaining valuable insights on the major issues of the day. It is where industry, government and community leaders intersect to influence policy makers on what is impacting our industry and why it should matter to them.”
Martin Boyle, CEO, IAPCO, says: “Whilst it remains a key strategic pillar of IAPCO, our advocacy initiatives focus primarily on the value that an accredited PCO brings to clients and the value that IAPCO plays in raising the professionalism of our industry. It is of vital importance that leaders from across the many global meetings industry associations and organisations have appropriate opportunities to share views, objectives and data so that, together, we can advocate the value of our diverse industry with a clear, unified message. The IBTM World Forum for Advocacy is a platform to support this.”
Dr Senthil Gopinath, CEO, ICCA, adds: “I’m honoured to once again attend the IBTM Forum for Advocacy in Barcelona this year. IBTM isn’t just another industry gathering, but a strategic moment for us to help shape policy, amplify the value of business events, and drive global change.
“I’m looking forward to helping to ensure that governments understand and support the full value chain of business events, not just venues, but associations, destinations, and suppliers. I’m dedicated to driving advocacy in business development and technology so our industry can thrive. And finally, I’m excited to join with fellow leaders to set a united agenda: where policy, investment, and strategic action follow the vision we share.”
Following the Forum, guests will have an opportunity to continue informal talks at the Meetings Leadership Network Reception.
