IBTM World 2024:

IBTM World 2024 showcased a dynamic and forward-thinking landscape for the meetings and events industry, spotlighting trends that are redefining how events are planned, experienced, and remembered.

From immersive experiences that engage the senses to actionable strategies for tackling overtourism, the event highlighted innovative approaches and challenges that the industry has to address to stay ahead. Personalisation emerged as a cornerstone for meaningful connections, while sustainability and responsible practices took centre stage, demonstrating the industry’s commitment to environmental and social impact. Finally, the forecast for 2025 painted a bright future, with rising demand for in-person meetings, and a renewed focus on creating memorable, inclusive, and purposeful events.

Key topics at IBTM World that we will be exploring further in this summary article are:

• Immersive experiences.
• Overtourism.
• Personalisation.
• Sustainability.
• Forecast for 2025

Immersive experiences

Smelling success

The importance of creating emotional experiences was front and centre at IBTM 2024, with speakers delving into the powerful role of senses—particularly smell—in creating memorable events.

The sense of smell is uniquely tied to memory and emotion. Unlike other senses, smell is processed in the same part of the brain that handles memories and emotions, making it a powerful tool for creating lasting impressions.

Scents like lavender, citrus, or earthy tones can evoke specific feelings and trigger memories far longer than visuals or sounds.

Examples included brands like Lush, whose stores are immediately recognisable by their distinctive aromas, and events that use themed scents to evoke energy, calm, or inspiration.

Can scent transform a corporate event into a memorable experience?

Yes! Tailored scents can enhance themes—citrus for energising breakout sessions or earthy tones for grounding discussions on sustainability. But overuse could overwhelm attendees. Scent should complement the experience, not dominate it.

The Peak-End Rule.

The psychological concept of the "Peak-End Rule" was a major focus. This principle suggests that people judge experiences based on intense highs and the final moments, rather than the entirety of the event.

Attendees remember standout elements like a keynote speech, an emotional video, or an inspiring performance. Ending an event on a high note can also help ensure attendees leave with positive memories.

How can event planners create impactful peaks without overwhelming attendees?

To leverage the Peak-End Rule, identify moments in your event where you want attendees to feel a strong emotional connection. Plan for high-impact moments such as:

• Interactive storytelling: Invite attendees to share their own stories during sessions.
• Show-stopping performances: Include acts or presentations that align with your event’s message.
• Memorable endings: Whether it’s a motivational keynote or a group activity, end on a high note to leave a lasting impression.
• Practical integration: Sensory elements don’t have to be extravagant. Simple additions, like curated playlists or textured décor, can significantly enhance the attendee experience.

Transforming events into emotional journeys.

Immersive experiences are quickly becoming the gold standard for creating memorable, impactful events. The session on immersive experiences at IBTM 2024 shed light on what it means to create immersive events, why storytelling is at their core, and how brands can use this approach to engage their audiences on a deeper level.

At the heart of an immersive experience is ensuring that attendees are active participants, not passive observers. Immersive experiences invite attendees to step into a carefully crafted world where they have a clear role and reason for being there.

• Role: What part does the attendee play in this world? Are they a detective solving a mystery, a time traveller, or simply a participant in a communal story?
• Reason: Why are they in this world? What is their mission, and how does their participation influence the outcome

Storytelling is the core of immersion.

Immersive experiences revolve around storytelling. Stories captivate attendees, turn abstract concepts into tangible emotions, and encourage active participation. But storytelling isn’t just about theatrics or actors; it’s about crafting a cohesive narrative that runs through every touchpoint of the event.

• The narrative arc: Every event needs a beginning, middle, and end. Attendees should feel like they are on a journey, not just moving from one session to another.
• Emotional connection: Storytelling helps build trust and loyalty. Brands that integrate storytelling into their events can better communicate their values and inspire long-term engagement.
• Key example: For a Heineken event tied to the UEFA Champions League, the journey began with attendees’ transport breaking down. A series of unexpected scenarios, including riding a circus bus and officiating a beach wedding, culminated in a helicopter ride to the Champions League final. The immersive storytelling drove engagement, with attendees sharing their experiences on social media, resulting in over 56 million unique online impressions.

Scaling immersive experiences.

One of the challenges with immersive experiences is scaling them for larger audiences while maintaining intimacy and impact. The speakers offered strategies to make immersive events work for groups of all sizes.

• Pulse Entry: Divide attendees into smaller groups and stagger their entry times. This maintains the sense of personal involvement and ensures each group has space to engage fully.
• Free Roaming vs. Linear: Free-roaming worlds allow attendees to explore at their own pace, while linear experiences guide them through a predefined sequence. Both can be effective depending on the event’s goals.

Why immersive experiences matter.

Immersive experiences are about more than entertainment—they’re about creating emotional connections and lasting memories. 98% of consumers are more likely to engage with a brand after participating in a live, immersive event. By focusing on role, reason, and multi-sensory storytelling, event professionals can design experiences that stand out, foster loyalty, and drive meaningful engagement.

Immersive events invite attendees to step into another world—whether it’s a whimsical journey through Alice’s Wonderland or a futuristic showcase for cutting-edge technology. With the right strategy, these experiences can turn ordinary events into unforgettable adventures.

Overtourism: How business events can offer sustainable solutions.

Overtourism refers to the strain placed on destinations when the influx of visitors disrupts local life, stretches infrastructure, and diminishes the experience for both residents and tourists. It’s not merely about "too many tourists" but rather the mismanagement of tourism flows and resources. Rising rents, loss of community spaces, and overwhelmed infrastructure drive locals away or create dissatisfaction, and overcrowded attractions and generic offerings reduce the quality of the visitor experience, leading to a "lose-lose" situation.

The issue has grown to be a challenge for many cities worldwide. However, business events are uniquely positioned to address overtourism by offering a structured, sustainable alternative to unregulated leisure tourism. By promoting off-peak travel, spreading visitor flows geographically, and fostering meaningful legacy projects, business events can create a "win-win" scenario for both destinations and attendees.

However, this potential will only be realised if the industry does a better job of communicating its value. From engaging local communities to demonstrating measurable impacts, the meetings and events industry must step up as advocates for sustainable tourism models.

By embracing data-driven planning, aligning with sustainability goals, and prioritising transparent communication, business events can become a cornerstone of sustainable tourism strategies. For meeting and event professionals, the time is now to collaborate, innovate, and lead the way toward a more balanced, equitable future for global travel.

How business events differ from leisure tourism and can contribute to sustainable tourism management:

• Off-peak scheduling: Business events often occur outside peak tourism seasons, distributing visitor flows throughout the year and easing pressure on popular destinations.
• Wider geographic spread: Unlike leisure tourists, business attendees are more likely to stay in diverse locations, such as business districts or areas near event venues, spreading economic benefits across cities.
• Measurable impact: Business events are structured, with defined metrics and goals that can be tracked, adjusted, and aligned with sustainability initiatives.
• Encourage "bleisure" travel for added value: The growing trend of combining business and leisure travel, known as "bleisure," offers additional opportunities to maximise the benefits of business events. Design itineraries that encourage attendees to extend their stays and explore the destination in a sustainable manner, and partner with local tourism operators to offer eco-friendly excursions or cultural experiences that align with sustainability goals.

Personalisation in events.

Personalisation has been a buzzword in the meetings and events industry for years, but are we truly delivering on its potential? At IBTM 2024 several sessions challenges the concept of personalisation, asking us to rethink how events are designed and experienced.

Historically, events have been planned with the organiser’s convenience in mind rather than the attendee’s needs. Many events are structured around what the organiser or speaker finds comfortable, neglecting diverse attendee needs and preferences. Generic agendas, one-size-fits-all content delivery, and a focus on demographics rather than individual preferences result in disengagement and wasted resources.

By treating attendees as a homogenous group, events fail to resonate on a personal level, leading to low engagement and missed connections.

Personalisation is about treating attendees as individuals, not as demographic categories.

It involves understanding their unique preferences, learning styles, and ways of interacting with content. Tailoring sessions, networking formats, and event environments based on individual preferences creates a more inclusive experience, and tools like psychometric testing can identify attendees’ learning styles, content preferences, and engagement methods, helping organisers craft more personalised events.

Example: Instead of offering a single keynote session, organisers could provide multiple formats—roundtable discussions, podcasts, or videos—to cater to different preferences, as we know that people digest information and learn in different ways.

• Before the event: Collect data on attendees’ preferences and needs through surveys, registration forms, or social media activity.
• During the event: Use AI to analyse attendee behaviour, such as session attendance or booth engagement, and adjust the event experience in real time.
• After the event: Leverage feedback to continuously improve and refine future events.

Inclusivity and Neurodiversity.

Personalisation also involves creating environments where attendees can feel comfortable and authentic. This requires considering neurodiversity, cultural nuances, and accessibility needs.

• Inclusive design: Offer quiet zones, alternative seating arrangements, and sensory-friendly spaces.
• Cultural sensitivity: Tailor communication styles and event themes to resonate with attendees from different backgrounds.

Sustainability.

Sustainable meetings: A practical path to positive change.

Drawing on insights from IHG’s "Journey to Tomorrow" strategy, the discussion highlighted tangible solutions that balance environmental responsibility with operational efficiency. From replacing single-use plastics with reusable options to optimising energy use during event downtime, the emphasis was on making impactful changes that are both practical and scalable.

By leveraging global certifications like GSTC, adopting initiatives such as "Meetings for Good," and integrating thoughtful practices—such as digital signage and plant-forward catering—venues can seamlessly align with sustainability goals while maintaining flexibility and cost-effectiveness for event planners.

What stood out most was the emphasis on collaboration and communication. Sustainable meetings are no longer just about reducing carbon footprints; they are about creating lasting value for communities and fostering meaningful partnerships.

Food waste reduction programs and partnerships with organisations like Action Against Hunger, showcase how businesses can integrate social responsibility into their operations. The session left a clear message: sustainability doesn’t have to be complicated or expensive, but it does require intention, creativity, and collective effort. By prioritising simple, measurable actions, the meetings and events industry can drive significant positive change, proving that sustainable meetings are not only possible but transformative.

Food and Beverage (F&B): The power of meals for positive change.

Sustainable food practices are about more than reducing environmental impact—they can enhance attendee experiences, support local economies, and build a more equitable food system. By incorporating plant-forward menus, minimising waste, and telling compelling stories, event professionals can turn meals into a force for good.

Sustainable food practices begin with menu design.

• Small, incremental changes can significantly reduce the environmental footprint of event catering. For example, integrating vegetarian and vegan options into the main menu rather than segregating them, can increase adoption by up to 13%.
• Use descriptive and appealing names for dishes. For example, "wine-simmered vegetable medley" is far more enticing than "vegetable stew," boosting satisfaction and adoption rates by up to 44%.
• Incorporate plant-forward options, such as hybrid burgers made with 50% meat and 50% mushrooms, to reduce meat usage without compromising taste.
• Use clear labels to indicate the environmental impact of dishes, such as a traffic light system (green for low-impact, red for high-impact options). At an event in London, a simple labelling system increased the selection of sustainable options by 4% and reduced high-impact choices by 2.4%, demonstrating the power of communication in influencing attendee behaviour.

In addition to driving sustainability through more vegetarian options, there is also a lot of work that can be done within food waste. Food waste is a major contributor to climate change, yet it is often considered to be one of the hardest aspects to impact in event planning. But there are several practical measures that can be implemented. For example, a case study from Belfast showcased a programme called Changing the Menu for Good, where event organisers donated surplus food to local food banks. Over 72,000 pounds of food were redistributed, feeding thousands of people in need.

Top trends for Meetings and Events in 2025: Insights and actions.

The 2025 global meetings and events forecast paints a promising picture for the industry, with rising budgets and a strong demand for in-person gatherings despite challenges like inflation and rising costs. Five major trends are shaping the future: flexible strategic meeting programmes, the evolving role of meeting planners, advancements in technology, the prioritisation of memorable attendee experiences, and the integration of sustainability and diversity, equity, and inclusion (DEI). Each of these trends reflects a shift towards more thoughtful, impactful, and adaptable event planning.

Strategic meeting programmes are evolving to balance structure with flexibility, making them accessible even for medium-sized organisations. Technology is enabling efficiency, allowing planners to shift from administrative tasks to becoming strategic advisors who create personalised, memorable experiences. Meanwhile, sustainability and DEI are no longer optional; they’re now pillars of successful event design. Attendees expect environmentally conscious choices, from food and beverage options to waste management, and demand inclusive environments that cater to diverse needs. To stay competitive, event professionals have to align their efforts with these trends, embracing technology, enhancing attendee experiences, and embedding sustainability and DEI into every aspect of their planning.

Key Predictions for 2025

• Hybrid maturity: Hybrid events will move beyond livestreaming to offer fully integrated experiences where in-person and virtual attendees feel equally valued. Expect AI-powered networking platforms and AR-enhanced virtual booths.
• Focus on wellness: Events will increasingly prioritise attendee health through ergonomic seating, mindfulness zones, and wellness-oriented menus.
• ESG Integration: Environmental, Social, and Governance (ESG) principles will guide decisions, from selecting sustainable venues to curating content that addresses global challenges.

The future of MICE is not just about meeting expectations; it’s about exceeding them with purpose and precision. As we enter 2025, the challenge is clear: create events that are not only impactful but also meaningful, leaving a legacy for attendees, communities, and the planet. Let this be the year your events inspire change, forge connections, and set new benchmarks for excellence.