IBTM World即将在巴塞罗那Fira举行，行业人士强调线下连接与社区归属感的核心价值
More Than Meetings: The People and Connections Behind IBTM World
Events Industry Council 2026年研究显示，70%受访者认为面对面建立的关系最难复制，12%将信任与情感参与直接归因于此。多位从业者指出，IBTM World通过汇聚全球决策者与买家，能在三天内促成比数月电话沟通更有价值的对话及意外商机。这种高强度的人际互动不仅驱动业务合作，更构建了难以替代的行业社区感与归属感。
Bringing the global meetings and events industry together has always been about more than just doing business. Ahead of IBTM World, which begins in less than a week at Fira de Barcelona, we ask attendees what makes in-person connections so important, from building a sense of community and strengthening relationships to sparking unexpected conversations and fresh ideas.
Community and belonging
The value of coming together lies as much in the people, shared experiences and collective energy as it does in the business opportunities created. According to the Events Industry Council’s 2026 research, 70% of respondents considered relationship-building through face-to-face interaction the event outcome most difficult to replicate, with a further 12% specifically identifying community, trust and emotional engagement as being directly tied to face-to-face interactions.
“There’s always a special feeling when the global meetings industry comes to your home city,” says Albert Bonjoch, Catalunya Convention Bureau. “It’s a chance to reconnect with friends and colleagues from across the world, discover new ideas and feel the incredible energy that makes our industry so special.”
For Martin Boyle, CEO, IAPCO, community is a key reason to attend. As well as offering a platform to launch new products and services, for him “equally valuable is the opportunity to reconnect with our global community of Members, Partners and industry colleagues. IBTM World brings together the people and organisations shaping our profession, creating space for meaningful conversations, stronger relationships and new opportunities for collaboration.”
One of the strengths of bringing an entire industry together is the opportunity to find your own community within it. Events like IBTM World offer the scale to connect with the wider industry, but also more focused environments, from the Forum for Advocacy to IBTM Ignite, in which people with shared interests, challenges and ambitions can meet.
Serendipity and discovery
Some of the most valuable opportunities at shows like IBTM World come from conversations that weren’t planned, unexpected introductions and ideas exchanged informally.
“You can’t underestimate the importance of meeting someone in person,” says Joris Boässon Borger, International Conference Advisor, The Hague & Partners. “Sometimes a quick coffee or an unexpected conversation can lead to a really interesting opportunity further down the line. And that’s ultimately why we’re there: to build relationships and turn those conversations into future business.”
Alistair Turner, Managing Director, Ei8ht Pr & Marketing agrees about the variety of possible unexpected encounters at a face-to-face event: “Every moment has value. Productive business meetings, brilliant education, catching up with old colleagues, and meeting stakeholders. You learn, you meet, and you do business. At the end of it all you feel frazzled, enriched, nourished and in a much better place personally and professionally than when you walked through the door.”
Joris adds: “IBTM is one of those events where you can have a very full diary and still end up having some of your best conversations completely by chance.”
Making meaningful connections
In an industry built on relationships, the real value that shows like IBTM World create is the opportunity to develop those connections through meaningful conversations, shared experiences and face-to-face interactions.
Max Fellows, Founder of Allpoints, says one of the drivers for attending is the opportunity for quality connections: “Everyone’s there. Agency owners, buyers, suppliers, investors, all in one place for three days. You can have more useful conversations in three days in Barcelona than in months of calls back home.”
Albert Bonjoch, Catalunya Convention Bureau, agrees: “In just a few days, you can strengthen existing relationships, discover new opportunities and gain valuable insights into the latest trends shaping the industry,” says “The concentration of decision makers and international buyers makes it an essential event for us.”
Robert Wright, Founder and Chief Executive, The Business of Events, says: “As well as Barcelona being one of my favourite cities to visit, and taking the opportunity to eat some great seafood at my favourite place in the Mercado La Boqueria, I’m really looking forward to connecting with our clients and partners during the week who are both exhibiting and visiting the show. The ability to meet with so many people over a such a short period of time makes it a really valuable experience.”
“IBTM World brings together the right people, expertise and opportunities under one roof. It is about building long-term partnerships and turning international connections into future business,” says Nuno Santos, Venue Manager, Arena Liga Portugal.
The experience beyond the meetings
Ultimately, the value of bringing people together is reflected not just in the connections made or business generated, but in the relationships and sense of belonging that keep people coming back year after year.
“I have been attending IBTM World every year since 1998,” says Robert Wright, The Business of Events, “and it’s definitely the highlight of my work calendar. It’s also a kind of ‘end of term’ event, given it’s the last major event of the year, so it’s a great way to round off 2026.”
“The energy, the networking opportunities and the international atmosphere make it a unique event,” says Albert Bonjoch, Catalunya Convention Bureau. “Of course, after several intense days of meetings and activities, I have one tradition: I take Friday off. A little bit of bleisure is the perfect way to end IBTM week in Barcelona!”
来源：Meetings International · meetingsinternational.com