Reed’s tradeshow ibtm’s annual Trends Watch report has predicted a bright year ahead for the meetings and events industry, thanks to a renewed resilience driven by recent years of economic and geopolitical instability.
While recognising that there are still uncertain times ahead, the report points to an industry that is focused on ‘getting on with business’. As meetings and events professionals continue to adapt to the ‘new normal’, they are embracing new technologies and investing in staff, communications, knowledge and relationships to secure their future and thrive, the report said.
Dr Rob Davidson, MD of MICE Knowledge and Alistair Turner MD of EIGHT PR & Marketing, both from the UK, compiled the report, using over 25 key sources of existing industry data and interviews with industry luminaries to deliver a synthesis of industry performance in 2017 and predictions for 2018.
Commenting on the findings, Dr Davidson said: “There’s no getting away from the fact that there is still a period of uncertainty ahead, with several evolving and new economic and geopolitical developments continuing to play out across the globe. However, our industry is approaching this proactively, continuing to ‘take care of business’ both literally and figuratively, which points to a very positive year ahead.”
“It’s essential that business events professionals continue to discuss and debate the possible impacts of different scenarios in order that they can adapt and react in a considered manner,” Turner added. “As we head into 2018 the hesitancy of previous years has been replaced by renewed confidence, manifesting itself as a more responsible and positive industry that increasingly operates without borders.”
Commenting on the report, Kerry Prince, ibtm portfolio director, said: “Given that we’re in a period of change and uncertainty, this year more than ever our ibtm Trends Watch report is a useful tool for meetings and events professionals looking for a concise evaluation of the global events market and forecasting for 2018.”
Prince also announced that this year’s show in Barcelona had recorded over 70,000 pre-scheduled meetings for the three-day event. Ibtm world continues in Gran Via until 30 November.
Download the IBTM World Trends Watch 2017 report here.
