IBTM World 2026 Puts Storytelling, AI and Resilience at the Heart of Its Conference Programme

IBTM World 2026 is reshaping its conference programme around the skills event professionals need to navigate an industry in rapid transition, with storytelling, artificial intelligence, creativity, resilience and leadership among the key themes.

Taking place from 17–19 November at Fira Barcelona, the programme will introduce a new Skills Exchange learning format alongside a headline session from bestselling author and global thinker Will Storr, while bringing together practical workshops, emerging technology, creative thinking and leadership development across three days.

The programme has been designed around a central question: how can event professionals thrive in an industry that is changing faster than ever?

Storytelling as a tool for creating lasting experiences

One of the headline additions will come on day two, when Will Storr takes to the Main Stage as part of the Exceptional Experiences programme, aimed at in-house event leaders and marketers and open to all IBTM World visitors.

In his session, The Storytelling Brain: what neuroscience tells us about creating experiences that stick, Storr will examine the neuroscience behind why some experiences remain with audiences long after they have ended, while others are quickly forgotten.

The session will be delivered in conversation with James Kirkham, Founder of ICONIC and Podcast StoryCo, and will explore the relationship between emotion, memory and human behaviour in the creation of experiences designed to have a lasting impact.

Storr's appearance is part of a broader programme that places human behaviour and creativity alongside technology and innovation, reflecting the changing demands placed on event professionals.

A new approach to learning

The new Skills Exchange is designed to move beyond the traditional conference format by giving participants opportunities to apply ideas rather than simply listen to presentations.

Its programme will include Lunch & Learn, Brain & Brew and Sips & Skills workshops, creating spaces where attendees can combine curated learning with networking, collaborate with peers and work through real industry challenges.

Among the sessions is Designing Belonging, a Lunch & Learn focused on how event professionals can deliberately create environments in which attendees feel genuinely connected.

The session will be led by Naomi Clare, CEO and Founder of StoryCraft Lab and Engagement Strategy lecturer at NYU, alongside Betsy Rives, Workplace Experience Strategist at Google. Together, they will explore how belonging can become an intentional outcome of event design.

Creativity will also feature prominently in the Skills Exchange. In Structuring Creative Thinking for Better Events, Ravid Kuperberg, Partner and Trainer at Mindscapes, will explore creativity as a learnable skill rather than an innate talent.

Drawing on the thinking techniques behind work that has won 53 Cannes Lions Awards, the session will give participants practical tools for challenging conventional thinking and developing experiences capable of capturing attention and creating lasting impact.

Building resilience for a changing industry

Resilience will become a particular focus on day two, with the programme addressing the ability of event professionals to respond to disruption and uncertainty.

The interactive workshop Shift Happens will bring together former military leader Ronnie Robson and defence specialist Libby Vallance-Bull, Co-Founder and Director of Black & White Consulting.

Through real-world scenarios, group exercises and practical techniques, the session will focus on building confidence, adaptability and resilience — capabilities increasingly relevant to professionals operating in an industry characterised by constant change.

Careers, leadership and the future of professional identity

The final day will turn its attention to careers and leadership, including an interactive workshop led by Lauren Spearman, founder of Careering.

The session will examine the meaning of personal brand beyond LinkedIn profiles and follower counts. Through guided reflection, discussion and practical exercises, participants will identify their individual strengths, consider how they want to be recognised professionally and develop a clearer plan for their future careers.

This emphasis on professional development forms part of IBTM World's broader attempt to connect industry trends with the practical skills required to respond to them.

AI and emerging ideas remain central

Alongside the new formats and skills-focused sessions, the wider conference programme will continue to explore technological and industry disruption.

The redesigned programme will feature Main Stage sessions built around ideas from keynote speakers both within and beyond the events industry, as well as Future Stage sessions examining breakthrough innovations, disruptive ideas and emerging trends from destinations, venues and event technology.

The Ignite Start-up showcases will spotlight emerging companies developing new approaches to event planning, delivery and measurement.

Artificial intelligence will also have a prominent role. AI for Events – Demo Day LIVE, delivered in partnership with Boldpush, will give attendees the opportunity to see AI applications in practice through a series of live demonstrations focused on how the technology is transforming event planning.

Together, the programme reflects an industry agenda that is moving beyond simply understanding new technologies towards developing the human, creative and strategic capabilities needed to use them effectively.

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 Storr 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.”

With its combination of keynote thinking, practical workshops, technology demonstrations and peer-led learning, IBTM World 2026 is positioning its education programme as a response to the realities of today's business events landscape — with an emphasis not only on what is changing, but on the skills professionals need to respond.

Register to attend the event here
 

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