Produced in partnership with The Business of Events, the Forum brings together government representatives, destination leaders, association executives and senior figures from international event agencies. The programme includes sessions on how business events can shape policy and how the industry can present its case more persuasively. Journalist and former adviser to British Prime Minister Tony Blair, Philip Collins, will lead the session on storytelling. BBC News presenter Lucy Grey will host the event. Representatives from organisations including PCMA, IAPCO, ICCA, ICC Wales, Copenhagen Convention Bureau and Fáilte Ireland are expected to attend.

IBTM World Forum for Advocacy brings global business events leaders to Barcelona

The Forum will be held at Hotel Arts Barcelona on the eve of IBTM World and follows the 2025 edition, which brought together industry leaders from more than 20 countries to deliver the Barcelona Declaration. The communiqué highlighted the role of business events in economic and social progress. Following the 2026 Forum, the IBTM Eve Senior Leaders Reception will provide an opportunity for further discussions and networking.