The newly launched IBTM World Trends Report 2025 has identified global demographic shifts, particularly the ageing population, as a critical opportunity for the business events sector to secure long-term resilience.
Presented at IBTM World in Barcelona, the report draws on insights from over 140 sources and reflects strong industry confidence, driven by the continued demand for human connection, enhanced use of data and ROI, and a focus on strategic, experience-led design.
A core insight is the growing population over 60, projected to reach 2.1 billion by 2050. The report argues that engaging this demographic more inclusively offers both immediate value and a long-term model for sustainable growth.
“This is one of the most dynamic and positive reports of the last five years,” said Alistair Turner, author of the report and Managing Director of Eight PR & Marketing. “It challenges us to think creatively and responsibly about where the future of events lies.”
A new section, Ignite, explores rising financial sector interest in business events, highlighting growing M&A activity and investment. The theme was also reflected on the IBTM World show floor.
Lucy Dyer, Conference Content Manager at IBTM World, said: “The report is an essential resource, both a measure of industry health and a guide to future-proofing strategy.”
Additional themes include AI, personalisation, sustainability, DE&I, and the evolving influence of culture and brands on event experiences.
Access the full report at ibtmworld.com.