Eighty SME-Led Innovations Set to Transform Europe’s Business Events Sector

Eighty innovation projects developed by SMEs across Europe are being unveiled at IBTM, offering practical, ready-to-deploy solutions to make the business events sector more sustainable, inclusive and resilient. This comes at a decisive moment for the sector, as venues, destinations and organisers accelerate their transition towards low-carbon, tech-enabled business models.

BEFuture, an EU-funded initiative under the Single Market Programme (SMP), has invested €2.4 million to accelerate these projects and bring real, market-ready tools to the industry. From ride-sharing widgets to woman-led ocean conservation, from smart cloakrooms to real-time transcription and even green toilets: virtually every aspect of an event’s life cycle has been addressed with a fresh perspective. Each solution has been co-created in close collaboration with event-sector stakeholders to ensure relevance and practical applicability.

Together, the 80 projects address the most critical transformation priorities facing the business events industry. Developed over several months of collaboration across six European regions, the solutions focus on four strategic pillars: 

• Climate change & circularity – net-zero strategies, circular materials, sustainable logistics
• Talent & inclusion – skills development, accessible design, diversity activation
• Event experience – intelligent digital tools, hybrid integration, personalisation
• Governance & impact – measurable legacy, cross-sector models, profitability, tech access

All 80 projects were showcased during IBTM 2025 from 18 to 20 November at BEFuture Discovery, where teams demonstrate their solutions live every morning, as well as on Tuesday afternoon. Moreover, 29 selected BEFuture start-ups pitched to industry audiences on the IBTM Future Stage and exhibiting in the IBTM Ignite Area. A networking event took place on Wednesday at the Ignite Lounge where innovators, potential clients, and investors will meet in a relaxed setting.

“SMEs across Europe have stepped up with tangible solutions to real problems,” said Sònia Serracarbassa, Director of the Catalunya Convention Bureau at the Catalan Tourist Board, which coordinates the BEFuture project. “This EU-supported initiative is delivering practical innovation that will help the sector become more sustainable, inclusive and future ready.”
 

The BEFuture Acceleration Programme

The BEFuture Acceleration Programme provided up to €30 000 in funding per selected project, alongside technical mentoring and access to an international innovation network. Open to SMEs from Belgium (Flanders), France, Germany, Italy, Spain (Catalonia) and the Netherlands, the programme advances the EU’s Tourism Transition Pathway by scaling solutions with demonstrable impact.
 

About BEFuture

BEFuture is a three-year project co-funded by the European Commission aiming to transform the business events sector and make it future-ready by harnessing the power of digitisation and fostering continuous innovation. Its goal is to create a new business model that strengthens the sustainability, digitalisation and resilience of the sector. By co-designing solutions with the entire business events ecosystem, we aim to make a positive and enduring impact.

BEFuture is implemented by a partnership of 8 partners from 6 countries: Catalan Tourist Board/Catalan Convention Bureau (Spain), Tipik Communication Agency (Belgium), Visit Flanders (Belgium), Linkeus (France), Verband der Veranstaltungsorganisatoren (Germany), NHL Stender/European Tourism Futures Institute (Netherlands), UNIMIB – Milano University (Italy) and B.Link Barcelona Strategic Projects (Spain).
 

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