‘Use tragedy to change trajectory’ says IBTM Global Trends Report

The IBTM Global Trends Report 2021 ‘Build Back Better’, has drawn on the global pandemic to forecast what lies ahead for the business meetings and events industry in 2021.

The first details of the report, authored by Alistair Turner, were revealed on the first day of IBTM World Virtual, being held online between 8-10 December.

“From a position of relative strength, growth, prosperity and innovation, COVID-19 has decimated the industry in 2020, causing wide-ranging disruption on an economic, political and often deeply personal level. This year’s report looks to understand just how the industry has been impacted, so learnings can be gathered for the future,” Turner said.

“Equally, the industry has been given the opportunity to reset itself and re-imagine what its ‘new normal’ will look like, addressing major trends such as sustainability, technology, security and diversity as areas where the industry can use tragedy to change its trajectory and do things better in the future.”

IBTM World Virtual, event director David Thompson added: “The widely anticipated IBTM World Trends Report not only makes for informative and insightful reading, it also acts as a ‘temperature check’ on the state of our industry and our place within the wider world. In the wake of the global pandemic, this report feels more important than ever as we navigate our way towards a strong and sustainable recovery.”

The report called on more than 60 sources and has analysed different industries, geographical locations and consumer trends to inform the future of the meetings and events industry.

The full findings of the report will be discussed in a session on IBTM TV on Thursday 10 December at 9:10am. The session will also include a deep dive into global mega-trends including security, sustainability, wellness, diversity and inclusion; an exploration of the virtual experience economy; an individual industry analysis; an examination of meetings and events performance by sector; and a regional analysis.

More information about IBTM World Virtual can be found here.