17 November 2025: With just one day to go before the most anticipated event in the business events calendar kicks off in Barcelona, IBTM World is looking to the future at its 2025 edition with the world’s most advanced humanoid robot taking to the show’s celebrated Main Stage.

Offering a glimpse into how AI can meaningfully enhance communication in public-facing environments, ‘Ameca’ is at the forefront of human-robot interaction. Designed by Engineered Arts and powered by the WAIYS AI platform, she can understand context, interpret intent, and engage in natural, free-flowing conversation in real time. Unveiling what happens when robotics meets real intelligence, Ameca will join a formidable line up of speakers at IBTM World’s 2025 edition and co-host a fascinating session on day one of the show with Founder of Boldpush, Julius Solaris. 
Taking place on the Future Stage – which explores the trends, tools and transformations shaping the events of tomorrow - this candid conversation will take a deep dive into the future of human-AI interaction and ask the question, ‘is AI ready to take over events?’
Collective power
Bringing the global business events community home to the iconic Fira de Barcelona from November 18 to 20, 12,000+ event professionals are expected to attend IBTM World’s 2025 edition. Built around the idea of People. Power. Potential, the event industry’s leading international trade show will showcase the extraordinary results that can be achieved by working together. 

Putting this theme into action, and making their Main Stage debuts, are a stellar line-up of keynote speakers, led by behavioural science advisor and rare polymath, Nathalie Nahai, on day one. This will be followed by internationally-acclaimed author, speaker and management advisor, B. Joseph Pine II, on day two. While renowned performance coach and the founder of Pro Sport Lab, David Osgathorp, will open the last day of the show. 
These are just a few of the many highlights in a market-leading conference programme which, this year, will explore Event Tech and Innovation; Insights and Trends; Experience Design and Engagement; Sustainable Impact and Advocacy; People, Purpose and Wellbeing; Brand and Marketing; and Next Gen Talent and Careers.

Tailored support

Championing the industry’s trailblazing spirit, world-class expertise, and support for the next generation of emerging innovators, IBTM World has launched IBTM Ignite – a brand-new initiative giving more than 80 start-ups the opportunity to pitch their boldest ideas to an audience of seasoned industry advisors and investors. A platform designed for serious business growth, start-ups span pioneering sectors including event technology, sustainability and inclusive talent sourcing.
Making its triumphant return to the show floor is Hotel Pavillion, a dedicated space for independent and small group hotels to spotlight their offer. With an expanded presence from both international chains and boutique groups this year, those making the most of this exclusive area for the first time include Wyndham Hotels, Seibu Prince Hotels & Resorts and The Kimberly Hotel. 

Global titans

After its launch in 2024, the Forum for Advocacy will again unite senior leaders, policymakers and influencers from across the globe to amplify the immense social and economic value of business events. Created in partnership with leading global thinktank, The Business of Events, this year’s forum will explore how the industry can work together to grow the global event economy.

Also returning for its second year is Exceptional Experiences. Designed to showcase groundbreaking solutions to help in-house event professionals and marketers create event experiences that fuel business growth, industry heavyweights including WeTransfer, Canva, Shutterstock, Amazon and UTA will be sharing their expertise in a series of exhilarating education sessions.

International reach

Reinforcing IBTM World’s unparalleled value for creating a year’s worth of business connections in just three days, the show is welcoming nearly 2,479 exhibitors from over 140 countries to its 2025 edition. This includes a record number of new and returning exhibitors, as well as the largest African presence in over a decade. 
Among those making their debut are Norwegian Cruise Line, the Cayman Islands, and Singapore’s loft-inspired designer hotel, Millennium Hotel and Resorts. Meanwhile, South Africa, Morocco, Egypt and Rwanda will all be returning with expanded stands, while Sweden’s two largest cities, Gothenburg and Stockholm, will join forces as co-exhibitors. The Tunisia Convention Bureau will also be returning for the first time in more than 10 years.

Adding to the excitement on the show floor, IBTM has launched a dedicated Event Tech & Services area. More than doubling the number of suppliers from this sector compared to 2024, exhibitors include Cvent, Newhotel Software and vFairs.

Reflecting this, pre-booked meetings have once again increased this year, with 78,000+ already confirmed.

An unmissable event

Claudia Hall, IBTM World Exhibition Director, said: “IBTM World has always been a launchpad for new ideas, but this year we’re taking an even bolder step into the future. From exploring human–AI interaction on our Future Stage to welcoming trailblazing start-ups through IBTM Ignite, our 2025 edition is all about unlocking the potential of what comes next for our industry.

“I’m incredibly excited to welcome attendees and can’t wait to see the connections, conversations and breakthroughs that will shape the year ahead.”

Visitor and press registration is still open. To register, please visit: https://www.ibtmworld.com/en-gb/registration-type.html. 

ENDS
For all media enquiries, additional comment and request for interview please contact
Emily Stewart and Hollie Luxford at Davies Tanner:
Tel: +44 (0)1892 619100
ibtmpr@daviestanner.com
Notes to Editors

About IBTM
IBTM is a world-leading showcase for the meetings and events industry with a portfolio of events and products offering business solutions across four continents. The portfolio includes IBTM World and IBTM Americas.

IBTM World, the leading global event for the meetings and events industry, is the must-attend three-day event for the worldwide meeting, incentives, conference and events industry. Thousands of meetings and events buyers, suppliers and international trade media visit Fira Barcelona every November for IBTM’s flagship show.

Next event: Tuesday 18 November to Thursday 20 November 2025 at Fira Barcelona

IBTM Americas, the leading event for the meetings and events industry in North America, Latin America, Europe and beyond, is the must-attend two-day event for the region’s meeting, incentives, conference and events industry.

Next event: Wednesday 19 to Thursday 20 August 2026 at Centro Banamex in Mexico City.

About IBTM @ ATM
IBTM @ ATM is the dedicated business events hub within Arabian Travel Market (ATM), connecting the global meetings, incentives, conferences, and exhibitions (MICE) community with the Middle East’s rapidly expanding meetings and mega events sector.

The feature brings together association planners, conference organisers, corporate buyers, and incentive agencies with destinations, venues, DMCs, and business event suppliers specialising in world-class events. With a comprehensive hosted buyer programme, targeted networking, pre-scheduled appointments, and a dedicated Business Events Stage featuring expert-led sessions, IBTM @ ATM is the essential platform for driving innovation, collaboration, and growth across the global meetings industry.

Next event: Monday 4 to Thursday 7 May 2026 at DWTC Dubai, UAE

About RX
RX is a global leader in events and exhibitions, leveraging industry expertise, data, and technology to build businesses for individuals, communities, and organisations. With a presence in 25 countries across 42 industry sectors, RX hosts approximately 350 events annually. RX is committed to creating an inclusive work environment for all our people.  RX empowers businesses to thrive by leveraging data-driven insights and digital solutions. RX is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers. For more information, visit www.rxglobal.com. 

About RELX
RELX is a global provider of information-based analytics and decision tools for professional and business customers. RELX serves customers in more than 180 countries and has offices in about 40 countries. It employs more than 36,000 people over 40% of whom are in North America. The shares of RELX PLC, the parent company, are traded on the London, Amsterdam and New York stock exchanges using the following ticker symbols: London: REL; Amsterdam: REN; New York: RELX.

*Note: Current market capitalisation can be found at http://www.relx.com/investors