In the latest episode of New In Events, a podcast from IBTM, co-hosts Mike Fletcher and Paul Cook get a show update from Claudia Hall. Here are some highlights:
You joined IBTM World as exhibition director just weeks out from the 2023 Barcelona event. What do you remember about your time on the show floor?
I’d just returned from maternity leave and had started a new role in a new company. I was thrown into the deep end but immediately felt at home at IBTM World.
The events industry is so inclusive and everyone was so supportive. It felt natural and I made some fantastic connections during last year’s show.
Eight months on, you’re launching IBTM World Asia Pacific in Hong Kong for 2025. Tell us a bit about this new addition to the IBTM portfolio.
Asia Pacific is a rapidly growing market so it makes sense. Hong Kong is well-connected and only five hours from many major MICE destinations.
We’ll be staging IBTM World Asia Pacific at the Asia World Expo from 19 to 20 March. We have hotels, suppliers, technology companies and destinations on board and ready to participate.
You were at the Cannes Lions Advertising Festival recently. What were you doing there and what will it mean for this year’s IBTM World in Barcelona?
We ran a workshop in Cannes for event planners working on the festival’s brand activations. It was also the launch of Exceptional Experiences, a content stream responding to the challenges faced by in-house planners and marketers. We’ll showcase strategies to help in-house planners create better events. There’s an invite-only workshop planned for 19 November and our Exceptional Experiences Forum will share content across the main stage during IBTM World 2024.
What about other audience segments? How will IBTM World 2024 engage with newcomers and students looking to forge careers in the MICE industry for example?
As an extension of the New In Events podcast brand, we’ll launch a programme dedicated to students and industry newcomers. We’ve got lots of content, mainly on the last day, guiding people’s events industry careers. We’ll discuss work-life balance and avoiding burnout. Plus, we’ll hear from our ‘Next Generation’ cohort on how they see the future of events.
We’ll also offer inspiration from brands including TikTok, and mentoring advice on growing a professional network.
You’ve also teamed up with the UK Business of Events to launch an Advocacy Forum. What will this offer?
The day before IBTM World, policymakers, destinations and lobbying groups will come together to discuss the long-term growth of the sector. The forum’s conversations, insights and discussions will continue on the main stage throughout the three-day show.
This year’s IBTM World will be the 20th edition held in Barcelona. Surely that’s a cause for celebration? What do you think is the appeal of the Catalan capital?
We have some exciting surprises planned for this year’s event and we’ll celebrate with our exhibitors and buyers.
The appeal of Barcelona is the architecture, the food, the heritage and the nightlife – there’s something for everyone and we’re excited to be celebrating our 20th year there.
In your role as exhibition director, do you get a sense of the key priorities and challenges for venues, destinations or suppliers?
Sustainability and inclusivity are now critical priorities for event planners. That’s why they are two of the key themes of IBTM World 2024. We need to practise what we preach. We’ll help people to network and engage with our content in a way that feels comfortable to them and ensure that IBTM World 2024 runs more sustainably.
For example, our Workplace Revolution theatre is an inclusive space on the show floor where people can work, hold meetings and engage in less intimidating talks and discussions.
What advice would you give to people just starting their event career journey?
Build your confidence and your professional network. Don’t be afraid to ask for help. We’re all here because we want the events industry to succeed. There are lots of advice and mentors willing to invest in your professional development.
For the full interview, where Claudia discusses drinking rose on the Côte d’Azur, what’s in store for the IBTM World Welcome Party, and how she got into the events industry, download the New In Events episode here.
IBTM World takes place from 19-21 November in Barcelona.
