Claudia Hall: “There is an appetite for change in the events industry”

# tags: MICE , Events , Exhibitions , Meetings Industry

Claudia Hall, IBTM World Event Director, believes that the events industry has an appetite for change, progress and innovation.

In mid-November, Claudia Hall took over the leadership of IBTM World, which she had already enjoyed as event director, absorbing the atmosphere, interacting with exhibitors, buyers and delegates, sharing the enthusiasm and understanding the dynamics of the show.

Claudia Hall spoke to Event Point International about her leadership, IBTM World and the current state of the events industry.

What is going to change under your leadership?

Having been in the role for a little over a month, for me, our 2023 edition was all about experiencing IBTM World as event director for the first time; engaging with our wonderful exhibitors, buyers, and delegates, absorbing the electric atmosphere, sharing in the energy, passion and enthusiasm of our incredible speakers, understanding the dynamics of the show first-hand and giving myself the time to take it all in.

I have come away feeling energised, inspired and excited, and I can’t wait to now utilise my experience in the events industry to bring fresh ideas and a new perspective to the event going forward. One thing that is abundantly clear to me from this year’s show is that I am surrounded by a dedicated, passionate, creative and hardworking team who go above and beyond to ensure not only success for our exhibitors and buyers, but the happiness of all our delegates.

I’m looking forward to taking the time now to evaluate this year’s event, working with my amazing team to assess what we think went well, where we think we could enhance the experience further, and how we can ensure the show continues to be a beacon of inspiration, innovation and community for the events industry, and start conversations that shape the future of the sector for the better.

The model of big shows is still effective?

Absolutely – at its heart, the value of in-person events such as IBTM World cannot be matched; it really does feel like you are visiting the whole world as you walk the hall, take in all the incredible displays, and make a year’s worth of business connections in just three days.

Intrinsic to this is our market-leading matchmaking platform, which facilitates only the most valuable business connections between hosted buyers and exhibitors. To enable this, and ensure buyers don’t feel overwhelmed by relying solely on serendipitous meetings, we qualify our buyers in advance to create a bespoke experience for them through the platform. We really believe that success is in the detail, and that’s why we continued to optimise the platform ahead of this year’s show to include an innovative new guidance tool, WalkMe.

We’ve just enjoyed our most successful edition yet with over 132,000 connections made at our 2023 show. We welcomed almost 4,000 buyers and opened our doors to 2,250 exhibitors from over 150 countries. Testament to the appetite that there is for big shows such as IBTM World, and to their effectiveness, several destinations increased their presence at our 2023 event, with some returning for the first time since the pandemic. Several more destinations made their debut including Jakarta Convention Bureau, Choice Hotels, and Backstage Production Group, as well as hosted buyers from new organisations such as Forbes, Dell Tech, and Kuoni Global Travel.

It isn’t all about the numbers, however; at IBTM World, we’re also determined to ensure the show delivers more value than ever before. This is why we revamped our education and features programme, implemented innovative new technology, and opened our matchmaking platform to visitor buyers, to name just a few of the many updates and enhancements to this year’s dynamic show.

37 years after our first edition, IBTM World remains the most anticipated date in the annual business events calendar and one which provides unparalleled opportunities for business connections, networking and learning.

How do you see the events market at the moment?

Following a difficult few years for the sector, we’ve been absolutely overjoyed to see the events industry getting back on its feet throughout 2023. As highlighted in the 2023 IBTM World Trends Report, growth in the North American events sector this year has equalled, and in some cases surpassed, 2019 levels; the events market in the Middle East and Africa is expected to reach $76.67 billion by 2028; and the Indian events industry is expected to thrive throughout 2024 as the country’s economic growth is predicted to reach 7%.

In recognition of the strengthening market, several of our valued delegates at IBTM World 2023 commented on the enthusiasm they could feel returning to the sector and how it was clear, from the wide range of international exhibitors and buyers present at the show, that the industry is not only recovering, but also starting to thrive again.

This is crucial because of the value the business events industry brings to economies around the globe, generating roughly $662.6 billion in direct GDP. As I emphasised in my Welcome to the 2023 Global Destination Report, this ability to generate such a positive legacy, not only for the economy, but also for local communities, needs nurturing; despite its many benefits, there is a lack of understanding from governments around the world about the value and intrinsic advantages of business events. IBTM World provides the industry with an opportunity to come together as one community to share, discuss and debate insights and initiatives so that, collaboratively, we can raise the profile of business events and the significant economic and social impact they can drive.

There is an appetite for change in the events industry, for progress and for innovation. As we rebuild the industry better than it was before, we have the opportunity to find a new way of doing things which is more diverse, inclusive, and community-focussed. As we welcome the events industry of the future – one that is ambitious, imaginative, inclusionary and prosperous – we need to embrace this opportunity to be dynamic, to be forward-thinking, and to work together to find bold and pioneering solutions to the challenges we face. As this year’s IBTM World made clear, event professionals are at the heart of this change, playing a pivotal role in shaping culture and driving the future of business.

Are there new destinations in the MICE segment to be aware of?

The Asia-Pacific region absolutely deserves a mention here; it has shown phenomenal growth and currently accounts for 28% of the global MICE market, with a further 17% growth forecast over the next five years. Hong Kong, in particular, has invested heavily in its world-class infrastructure and its events sector enjoys significant support from local government. This is reinforced by data from the 2023 Global Destinations Report which showed that 100% of Asian survey respondents had seen a rise in M&E investment throughout 2023.

From the fascinating conversations I enjoyed with delegates on the show floor this year, I can also tell you that Africa is emerging as a leading MICE region with extensive interest in the continent from attendees. This affirms findings in the recent IBTM World Trends Report which showed that the regions developments, from technological sophistication, including AI, to sustainability, are remodelling how the world looks at Africa as a meetings and events destination.

The report also highlights the growing ability of the Middle East to provide dynamic, inventive, and compelling options for events professionals looking to do business in the region, with its vibrant cities, ambitious infrastructure projects, and exciting experiences.

Do you think there is a risk of more mature destinations stopping attending these kinds of shows?

Not at all – their unwavering presence over the years stands as a testament to the value these destinations find in exhibiting at leading global trade shows like IBTM World. We will be celebrating 20 years in Barcelona next year with our partner, Barcelona Convention Bureau, one of the most forward-thinking convention bureaus in the world. We can’t wait to celebrate this with our wonderful IBTM World community, especially those destinations which have been with us since the show’s inception, supporting and championing us every step of the way.

If anything, the impetus is really on us as organisers to ensure that our offering continues to be fresh, attractive and provide these exhibitors with unparalleled business opportunities. At IBTM World, far from resting on their laurels, exhibitors are provided with continuous opportunities to actively promote their destination, network, and connect and learn from others.

Following our 2022 edition, 89 per cent of exhibitors said IBTM World is their must attend event, and 81 per cent said they found the right buyers for them at the event. This is because, in recent years, we’ve enhanced quality control around our industry-leading Hosted Buyer Programme, to ensure that every meeting our exhibitors have holds value - because their time is valuable. Our emphasis, as always, is on finding and approving only the highest quality hosted buyers. We have a team dedicated year-round to finding the most impactful buyers, and hosted buyers are only approved once they have provided three references from suppliers, proving they have budget and spending power.

We’ve also been building deeper relationships with our exhibitors to further understand their businesses, and how we can tailor our products to deliver true value and results.

Is there any news you would like to share for this year’s edition?

We were thrilled to announce the launch of the much-anticipated IBTM Asia-Pacific at this year’s show. With the inaugural edition taking place in Hong Kong in spring 2025, IBTM Asia-Pacific will bring together some of the region’s best-known suppliers and event planners for two exhilarating days of pre-arranged, one-to-one business meetings, complimented by an extensive and inspiring education programme. We are planning for 250+ exhibitors, with the same number of hosted buyers to ensure an equal ratio for 1-1 appointments.

We are also absolutely delighted to be partnering with Hong Kong Tourism Board for this exceptional event. The Asia-Pacific region has shown phenomenal growth and currently accounts for 28% of the global MICE market. With a further 17% growth forecast over the next five years, we are confident that now is the right time to showcase the wealth of opportunity in this culturally diverse region.