CO : What were the key lessons you learned from hosting in 2021 ? DT : Virtual experiences can work in the right scenario , they just don ’ t work to run in unison with a live trade show . In 2020 , we actually did run a very successful virtual event . Then , in 2021 we were at a stage where the world was coming back together – there were 72 countries in-person at the event .

The reality was , although virtual had allowed connections to come together , it wasn ’ t a long-term solution . The real value in hosting events is the face-to-face experience , which is a catalyst for building meaningful business relationships .

Another lesson that we also learned was that we can still deliver an event in a challenging environment with a good team around us .

Pre-pandemic , our teams mostly held weekly in-person meetings . But now , we ’ ve established daily meetings where my teams have been able to quickly tell each other what the global landscape looks like . I ’ ve got amazing people that work on IBTM World , working closer , and speaking to each other .

Additionally , in 2020 everything stopped . When it did , we saw the resilience of the industry . Even though everything stopped , we kept moving forward .

Above : IBTM World

2021 Associations

Programme

CO : How did these lessons inform planning for this year ’ s event ? DT : This year we ’ re building a theme around the way business events create culture . From speaking to our community , we believe that a face-to-face experience drives and influences the direction that an event ’ s culture goes in .

Events have always been the place to create the connections that your business needs . But today , they ’ re more than just a place to connect . They ’ re now the unique place to create real human cross-team and cross-business cultures that are essential for shared visions and better business .

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