Photo: IBTM World
Interview Vasyl Zhygalo
“The global events industry getting back on its feet”
Vasyl Zhygalo has been working for Reed Exhibitions (RX) for 18 years. He is Managing Director RX Middle East, Portfolio Director WTM and IBTM events. In the interview Vasyl Zhygalo speaks about the power of event professionals, IBTM World 2023 surpassing 2019, the guidance tool WalkMe, the initiative Workplace Revolution and the commitment to being Net Zero by 2040.
Photo: IBTM World
Who is Vasyl Zhygalo?
Vasyl Zhygalo is Portfolio Director at RX Global, where his remit includes IBTM World, World Travel Market London, Arabian Travel Market, and Airport Show. With his decades-long experience in the meetings and events industry, Vasyl is a leader in regional and global strategy, new proposition launches, strategic partner relationships and key change management initiatives.
tw tagungswirtschaft: You have been working for Reed Exhibitions for 18 years and know the international trade fair market. What three developments are you observing in the world and what do they mean for IBTM World 2023?
Vasyl Zhygalo: Events have always fought to be recognised, but now the power of event professionals in shaping culture, and their pivotal role in driving the future of business is finally coming to the fore. In a recent IBTM World survey, an overwhelming 88% of event planners underscored the significance of events in the context of remote work culture. Within this landscape, a solid 65% of participants believe that attending events together is a catalyst for enhancing team performance, while a robust 67% credit events with boosting team morale. Celebrating this shift, and the forward-thinking changemakers at its heart, is the essence of IBTM World 2023 and our #culturecreators campaign.
Secondly, there is now an increased awareness of, and a concerted effort to address, the vital importance of diversity and inclusion in creating effective events. As IBTM World’s upcoming 2023 Trends Report reveals, this is an issue which the events industry is now tackling head-on and with urgency. We are determined that IBTM World 2023 will be a showcase of the incredible potential that can be found in embracing diversity and as many different ideas and perspectives as possible. In providing a platform for these voices, innovation has the space it needs to thrive, and our wonderful delegates are empowered to recognise their own potential and lead the events industry into an inclusive and prosperous future.
Finally, the impact of the global cost of living crisis cannot be overlooked. It has resulted in the tightening of budgets by employers which, in-turn, is prompting delegates to be choosier about which events they attend. This means every event must deliver excellent value for attendees, and this is something we pride ourselves on at IBTM World.
In its latest edition of the Global Exhibition Barometer, UFI, the Global Association of the Exhibition Industry, highlights the recovery of the exhibition industry in 2023 in most places around the world. What about IBTM World 2023 in Spain?
Spain’s MICE industry is forecasted to reach a market value of €12,554 million by 2024, according to Eventoplus. This is equal to pre-pandemic levels and a reflection of easing travel restrictions and increasing business travel. As a leading international trade show, we’ve been absolutely overjoyed to see the global events industry getting back on its feet throughout 2023 following a very difficult few years for the sector, and we are humbled to see this recovery continuing at IBTM World 2023.
This year, we’ll surpass our 2019 event, which was our biggest show on record, with even more countries exhibiting. We’re expecting over 3,500 total buyers, meaning that each of our 2,500 exhibitors can look forward to holding up to 46 quality meetings during the show. We will also be joined by multiple new exhibitors including Jakarta Convention Bureau, Choice Hotels, and Backstage Production Group, as well as Hosted Buyers from new organisations such as Forbes, Dell Tech, and Kuoni Global Travel.
The focus isn’t just on the numbers, however; we’re determined to ensure IBTM World also delivers more value than ever before. Last year, 89% of exhibitors said IBTM World is their must attend event, and 81% said they found the right buyers for them at the event. Since then, we’ve been working hard to beat that record! We’ve been building deeper relationships with our exhibitors to further understand their businesses, and how we can tailor our products to deliver true value and results.
Two months before IBTM World 2023, 85% of exhibitor space have been sold. This exceeds the figures from 2019. Which continents and countries are particularly well represented? Which exhibitors are new?
We’re delighted to share that several destinations have increased their presence at IBTM World 2023, with some returning for the first time since the pandemic, while several more destinations are making their debut. This means we have by end of October sold almost 100% of exhibitor space – one month before the show.
Regionally, The Americas has grown extensively year-on-year, with Mexico, Costa Rica and Los Angeles returning for the first time since 2019. From Asia, Jakarta will take a stand for the first time, and Hong Kong and Macao are both back and bigger than ever. From the MENA region Jordan, Morocco and Abu Dhabi have considerably increased their stand space, and Morocco has also invested in sponsorship. In Europe Antwerp will have a larger presence than previously alongside their new convention bureau, France and Paris will take larger stands, and Barcelona and London will also be strongly represented. The hotel sector will feature prominently this year, with major international brands attending including Hilton; first-time exhibitor Choice Hotels International; H10 Hotels; and Melia Hotels International.
Photo: IBTM World
About IBTM and IBTM World
IBTM is a world-leading showcase for the meetings and events industry with a portfolio of events and products offering business solutions across four continents. The portfolio includes IBTM World, IBTM Americas, IBTM Asia Pacific and IBTM Africa. IBTM World is a must-attend three-day event for the worldwide meeting, incentives, conference and events industry. Thousands of meetings and events buyers, suppliers and international trade media will visit Fira Barcelona from 28 to 30 November 2023.
You said: "The resurgence in exhibitor numbers illustrates the importance of IBTM World in creating a platform for connection and community.” How do you ensure that strong connections and a community are created between the participants?
Connection and community are at the heart of what we do at IBTM World. We’re renowned for our ability to bring the right people together and ensuring exhibitor success at the show. Our industry-leading Hosted Buyer Programme, which implements the strictest vetting in the world, is intrinsic to this. Our emphasis, as always, is on finding and approving only the highest quality hosted buyers. We have a team dedicated year-round to finding the most impactful buyers, and hosted buyers are only approved once they have provided three references from suppliers, proving they have budget and spending power.
Over half of IBTM World’s approved buyers hail from global corporations, and around a third are from prominent associations, with the rest from agency side. This year, high profile hosted buyers will be joining us from American Express, BBC, BMW Group, Charlotte Tilbury, The Economist, and UEFA, as well as associations including The European Association of Nuclear Medicine, National Centre for Chronic Disease Prevention and Health Promotion, and World Association for Disaster and Emergency Medicine (WADEM).
The quality of our Hosted Buyer Programme is only enhanced by our matchmaking platform, the most sophisticated in the market, which facilitates only the most valuable business connections between hosted buyers and exhibitors. We really believe that success is in the detail, and that’s why we’ve continued to optimise our matchmaking platform this year to include a new guidance tool, WalkMe. This innovative tool empowers exhibitors to create even better business results by enhancing their ability to search for and request appointments with key buyers, acting as a ‘how to’ companion to walk exhibitors through every step of the preference selection process in an easy, simple and stress-free way.
Have you also worked on the quality of the Hosted Buyers? Since the pandemic, we've tightened quality control around the Hosted Buyer Programme, to ensure that every meeting our exhibitors have holds value, because our exhibitor’s time is valuable. And that's the benefit of IBTM World; a guaranteed number of appointments with quality buyers, ensuring a lighter workload throughout the year. This year, we're maintaining that quality… which has been tough as we've had the highest amount of hosted buyer enquiries on record! However, we have invited many of those unsuccessful in their applications to attend as visitor buyers, who will this year have access to self-scheduled appointments ensuring greater opportunities for exhibitors.
Since the pandemic, IBTM World has tightened quality control around the Hosted Buyer Programme. Photo: IBTM World
And the visitors? Employees seem to be more selective in the face-to-face events they attend ...
Exactly right, they are more selective, which is why we must work harder to deliver value. This year, we've revamped our education and features programme, implemented innovative new technology, and opened our matchmaking platform to visitor buyers, to name just a few of the many updates and enhancements to the show. But we won't list everything here, as we do want to keep some pleasant surprises! But what I can say, is that we are currently tracking ahead of where we were this many weeks out from the show in 2019, so it’s safe to say that this will be one of our busiest shows on record.
What is new at this year’s show?
IBTM World 2023 will feature purpose-driven content designed to optimise attendees’ time and ensure every moment is a catalyst for the growth and inspiration needed to enable culture to thrive. Firstly, we’ve reinvigorated our education programme with new theatres and features designed to better address the different needs of attendees. The Impact Stage will make its debut this year with fast-paced and value-led sessions which allow hosted buyers to glean maximum value between meetings. Lasting no longer than 20 minutes, they will act as the best-in-class showcase for the exciting work that destinations, hotels, and tech suppliers are doing across sustainability, DEI (Diversity, Equity and Inclusion), experience design and more. Destination sessions will be curated by The Business of Events, the Global Think Tank and Policy Platform for the business events industry, and will also feature the launch of the annual Global Destination Report.
IBTM Main stage on 28 November 2023: keynote speaker, Maria Teixidor
In the exclusive interview, titled ‘Beyond the Pitch: Maria Teixidor Unveils the Playbook for Leadership, Culture, and Equality at Barcelona FC’, Maria will share her personal experience as a woman within one of the world’s most renowned men’s football clubs. As a previous member of the Board of Directors of Barcelona FC, and the first woman to hold the position of Board of Directors' Secretary, she will share thought-provoking insights into the multifaceted world of football leadership, delving into the strategies and values that underpin the creation of a thriving team culture and a devoted fan base.
We’ve also introduced Workplace Revolution, an exhilarating new initiative at this year’s show designed to address the disconnection from business culture which many delegates who work from home may experience. The welcoming space will enable attendees to continue conversations in a relaxed setting with inspirational figures, dissect topics in greater detail, ask burning questions, and make valuable connections they weren’t expecting.
With stress, burnout, and anxiety increasing for many people on a daily basis, we’ve introduced ‘ReFuel’ in partnership with EventWell, to support attendee’s mental health. As a hub for wellbeing, this zen-like space will provide attendees with the time and space they need to relax and recharge their physical and mental batteries. It includes a wellbeing bar, sound and aromatherapy healing, yoga and solo working areas to enable respite from the busy show floor.
Sustainability is woven into the fabric of the conference programme at IBTM World 2023. Photo: IBTM World
Sustainability is woven into the fabric of the conference programme at IBTM World 2023. Photo: IBTM World
Sustainability is becoming an increasingly important topic for event managers. How does IBTM World cover this topic and how sustainable is IBTM World itself?
Navigating the best way for the global events industry to not only support, but also enhance, efforts to find solutions to the challenge of climate change and the building of a more sustainable future for all is one of the most pressing issues facing our sector today, and rightly so. This is something we need to tackle collectively - considering the industry’s complex supply chains and its interconnectedness, it is only by working together as an industry that we will be able to reduce our impact.
At RX, we have founded the Net Zero Carbon Events pledge to make our company, our shows and the wider events industry net zero. We commit to being Net Zero by 2040 and to make a 50% reduction in greenhouse gas emissions by 2030. In 2023 we will publish our pathway to net zero, setting out our carbon reduction strategy with key milestones for all our shows. We will be able to release more details on this in due course.
Sustainability is also woven into the fabric of this year’s conference programme with a range of dynamic and though-provoking sessions designed to deepen delegates’ understanding of this crucial issue, as well as providing the space and inspiration needed to explore and debate ideas for how this challenge could be addressed in a way that achieves realistic and lasting solutions.
Last but not least: Will we see you at IBTM World 2023?
Absolutely, I can’t wait to see so many new faces at IBTM World this year and welcome back so many old friends. It is a privilege to be at the centre of such a vibrant, thriving, and creative hub of possibilities, connecting with new and exciting ideas, engaging with some of the most dynamic and inspiring people in the corporate world, and watching first-hand as the sector evolves and adapts to meet its challenges, as well as its many opportunities, head on.