IBTM World 2026 Sparks A New Events Revolution As Barcelona Programme Brings AI, Creativity And Innovation Together

Written By: Ricky Acharjee

Ricky Acharjee

I am travel writer at Travel And Tour World with 3 years of experience covering global tourism, aviation, hospitality, and destination news. Dedicated to accurate reporting and compelling storytelling, Ricky explores the trends, innovations, and developments shaping the international travel industry while delivering engaging insights for travellers and industry professionals.

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August 6, 2026 4:59 PM

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IBTM World 2026 has revealed the first details of its upcoming conference programme, set to take place from 17 to 19 November at Fira Barcelona, with a strong focus on storytelling, artificial intelligence, creativity, resilience and leadership as the business events industry continues to evolve at unprecedented speed.

The 2026 programme introduces a new learning platform called Skills Exchange, alongside a headline session featuring internationally recognised author and global thinker Will store. Built around the key challenge of how event professionals can succeed in a rapidly changing environment, the programme aims to provide practical knowledge, fresh perspectives and tools that can be applied directly in the events sector.

The second day of the Exceptional Experiences programme, designed specifically for corporate event leaders and marketing professionals, will feature Will store on the Main Stage, making the session accessible to all IBTM World attendees. His presentation, “The Storytelling Brain: What Neuroscience Tells Us About Creating Experiences That Stick,” will explore how human psychology influences the way people experience, remember and share moments.

Through insights from neuroscience, store will examine why certain events create powerful emotional connections while others fail to leave a lasting impression. The session, hosted as a conversation with James Kirkham, Founder of ICONIC and Podcast StoryCo, will explore how emotion, memory and human behaviour can help professionals design more meaningful and memorable experiences.

A major addition to this year’s programme is the launch of Skills Exchange, an interactive learning environment designed to move beyond traditional conference sessions. Instead of only listening to industry experts, participants will actively engage in discussions, workshops and collaborative problem-solving activities with fellow professionals.

The new format will include Lunch & Learn sessions, Brain & Brew discussions and Sips & Skills workshops, creating a community-driven space where attendees can exchange ideas, address real-world business challenges and develop practical solutions. The initiative is designed to combine professional development with meaningful networking opportunities.

One of the featured Skills Exchange sessions, Designing Belonging, will focus on how event professionals can create experiences that encourage genuine connection among attendees. Led by Naomi Clare, CEO and Founder of StoryCraft Lab and Engagement Strategy lecturer at NYU, alongside Betsy Rives, Workplace Experience Strategist at Google, the session will explore how a sense of belonging can become a deliberate part of event design rather than an accidental outcome.

Creativity will also play a central role in the programme through the session Structuring Creative Thinking for Better Events. Led by rabid Kuperberg, Partner and Trainer at Mindscapes, the workshop will demonstrate how creativity can be strengthened through structured methods rather than being viewed only as a natural ability.

Drawing from creative strategies behind award-winning campaigns recognised with 53 Cannes Lions Awards, the session will provide attendees with practical techniques to challenge traditional approaches, generate stronger ideas and develop event experiences that attract attention and create deeper audience engagement.

The theme of resilience will dominate the second day of the conference, reflecting the increasing pressure faced by event professionals in a sector shaped by constant disruption and rapid transformation. The interactive workshop Shift Happens will help participants develop strategies to manage uncertainty and build adaptability.

The session will be led by former military leader Ronnie Robson and Libby valance-bull, Co-Founder and Director of Black & White Consulting, who will use real-life scenarios, teamwork exercises and practical methods to help attendees strengthen confidence, decision-making abilities and resilience in challenging situations.

The final day of IBTM World 2026 will focus on professional growth, leadership and career development. Lauren Spearman, founder of Careering, will host an interactive workshop examining the true meaning of personal branding beyond social media profiles and online visibility.

Participants will explore their professional strengths, identify how they want to be recognised within the industry and develop clearer strategies for long-term career advancement. The session aims to help professionals build stronger identities and create meaningful career pathways in the evolving events landscape.

The redesigned IBTM World 2026 conference programme reflects the changing demands of the global business events industry, offering a combination of strategic insights, practical learning and emerging technology discussions.

The programme will feature a wide range of sessions across multiple stages, including Main Stage presentations with influential speakers from inside and outside the events sector, Future Stage discussions exploring innovation, new trends, destinations, venues and event technology, and Ignite Start-up showcases highlighting companies developing new solutions for event planning, execution and measurement.

Artificial intelligence will remain a major focus, with sessions such as “AI for Events – Demo Day LIVE”, delivered in partnership with bold push. The programme will provide live demonstrations showing how AI-powered tools are transforming event planning, improving efficiency and creating new possibilities for organizers.

With its combination of technology, creativity, leadership development and hands-on learning, IBTM World 2026 is positioning its conference programme as a platform designed to help event professionals navigate change, embrace innovation and create experiences that deliver long-term impact.

Lucy Dyer, Conference Manager, IBTM World, said: “IBTM World is known for its innovative education programme, and so we are delighted to introduce a new feature this year which shakes up the traditional conference set up. The Skills Exchange is designed to foster community and collaboration, ensuring everyone feels welcome to create a relaxed and supportive learning environment.

“We are also thrilled to welcome Will store to the event. Will is an incredible communicator and a passionate advocate for the power of storytelling, and I am sure this will be a fascinating and thought-provoking session. Our role is to help event professionals navigate change with confidence, combining inspiring ideas, practical learning and meaningful connections that create lasting value long after the event. We want attendees to leave inspired with fresh thinking, bold ideas and valuable connections to take the next steps in their careers.”