IBTM World Trends Report 2025 highlights demographic shifts as key to future-proofing the industry

# tags: Events , Exhibitions , Associations

The IBTM World Trends Report 2025, unveiled at IBTM World in Barcelona, presents a picture of a growing and resilient global meetings and events industry, despite ongoing global headwinds.

Drawing on data from more than 140 sources, the report identifies strong sector confidence, supported by the role of events as a counterbalance to the digital world, the deeper integration of analytics and ROI, and a strengthened focus on strategic thinking and creative innovation.

A central theme is the impact of global demographic change. Today, more than 1.1 billion people aged 60 or over make up the world’s population — a figure expected to reach 1.4 billion by 2030 and 2.1 billion by 2050. The report argues that this shift represents a major opportunity for the industry, suggesting that an inclusive approach to engaging this generation of delegates could serve as a model for the future.

The report also notes the rising interest of the financial sector in the industry, driven by increased startup activity, investment, and mergers and acquisitions.

The annual report is authored by Alistair Turner, Managing Director of Eight PR & Marketing, who commented: “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 organisers can take advantage of this.”

In addition to demographic transformation, the report explores other global trends influencing human behaviour, including culture and brands, AI, transformationalism and personalisation, imagination poverty, sustainability and DE&I.

Lucy Dyer, Conference Content Manager at IBTM World, adds: “Our annual trends report is an invaluable barometer for measuring the state of the industry, as well as an in-depth analysis of the challenges and opportunities ahead. 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.”