The results of IBTM’s Trends Report 2025 paint a picture of a growing and resilient industry, despite global headwinds. The report examines the key forces shaping the global meetings and events industry, drawing on data from more than 140 sources. It reveals a high level of industry confidence, fueled by factors such as events’ role as a powerful counterbalance to the digital world, deeper integration of analytics and return on investment (ROI), and a stronger focus on strategic thinking and creative innovation.

The report also explores how to future-proof the industry’s growth, highlighting global demographic shifts as a key opportunity. Today, more than 1.1 billion of the world’s 8 billion people are age 60 or over, a figure expected to rise to 1.4 billion by 2030 and 2.1 billion by 2050. It argues that the industry can harness this shift and that an inclusive approach to engaging this generation of delegates could serve as a model for the future.

The report also highlights how the industry’s growing success is attracting increased attention from the financial sector. With a rise in startups, investment activity, and mergers and acquisitions, capital is beginning to view events as a stable and promising investment. In response to this trend, the report introduces a new section entitled Ignite, which is dedicated to the dynamics of finance within meetings and events.

Alistair Turner, the managing director of Eight PR & Marketing, wrote the annual report. He comments: “This is one of the most dynamic and positive reports of the last five years, as we explore why events and experience continue to grow as an industry. However, it is also our responsibility to safeguard that growth, and the report delivers some fascinating conclusions on where the future of the industry could lie and how event organizers can take advantage of this.”

Alongside its focus on growth and demographic shifts, the report delves into other trends impacting human behavior across the globe. These include culture and brands, artificial intelligence (AI), transformationalism and personalization, imagination poverty, sustainability, and diversity, equity and inclusion (DEI).

Lucy Dyer, the conference content manager of IBTM World, says, “An essential resource for our community, this year’s report paints an encouraging picture of industry resilience, while also offering several compelling strategies for future-proofing. We trust the insights within the report will empower readers to drive progress and strengthen the industry locally, regionally and globally.”

IBTM stands for Incentives, Business Travel and Meetings. With more than 2,500 destinations, hotels, venues, event tech suppliers, event startups and more, plus over 12,000 event professionals from across the globe, IBTM World is a future-focused place to transform business events and meetings. Find the report at ibtmworld.com/en-gb/forms/trends-report.html.