IBTM World报告：6.2万亿美元“大脑经济”与会展业复兴

Business events must adopt a philosophy of regeneration to capitalise on an emerging US$6.2 trillion “Brain Economy”, according to a preview of the IBTM World Trends Report 2027.

Authored by Alistair Turner of Eight PR & Marketing with input from Google XI’s Megan Henshall, the report positions regeneration as the next phase of the experience economy, moving beyond previous industry efforts around personalisation and transformation.

The report argues that as artificial intelligence automates routine operational tasks, the economic value placed on human cognition, imagination, and face-to-face interaction will increase significantly. It suggests that physical gatherings will become far more critical, challenging event planners to rethink conventional networking models in favour of building deeper professional relationships and addressing workplace isolation.

“As artificial intelligence changes how we work, the human qualities that events enable – creativity, learning, trust and meaningful connection – will become more valuable, not less,” said Claudia Hall, show director for IBTM World.

In addition to exploring human creativity and the elevated role of in-person attendance, the research examines how shifting global workforce demographics and changing economic conditions will alter future demand for meetings and destination marketing.

The complete report will be formally presented on November 28, 2026, at IBTM World in Barcelona, an event expecting over 2,500 exhibitors and 12,000 industry professionals.