Published on
January 16, 2026
The landscape of business events in Europe is undergoing a monumental transformation, driven by a groundbreaking European initiative, B Future, led by Catalonia. This project, which aims to push the boundaries of innovation, sustainability, and inclusivity, was unveiled at IBTM Barcelona 2025. The initiative is set to reshape how the business events indusattempt operates, ensuring a more resilient, regenerative, and sustainable future. Sonia Sa Carvasa, Director of the Catalonia Convention Bureau and leader of the B Future project, shared insights about the project’s ambitious goals during the prestigious IBTM Barcelona event.
B Future: A Collaborative Innovation Hub Across Europe
B Future stands as Europe’s first-ever single-market project focutilized on driving innovation within the business events indusattempt. The initiative brings toreceiveher six countries—Belgium (Flanders), Italy, Germany, France, the Netherlands, and Spain—under one united effort. The core of this project is the development of cutting-edge, sustainable, and tech-forward solutions designed to tackle key challenges facing the events indusattempt. These include improving sustainability practices, enhancing the event experience, and fostering inclusivity and talent in the business events ecosystem.
Through B Future, Catalonia is supporting create a unified European approach that fosters collaboration across borders. The project is not just about regional growth; it is about building a future-ready indusattempt that is agile and can thrive in a rapid-evolving global landscape. Sonia Sa Carvasa emphasized the importance of this collaboration, noting the participation of more than 700 organizations globally, with a particular focus on tiny and medium-sized enterprises (SMEs) and startups.
The Core Challenges Addressed by B Future
The B Future project addresses four primary challenges within the business events sector:
- Circular Economy and Sustainable Mobility: Focus on reducing the environmental impact of events through innovations in transportation and resource management. This also includes building event venues more eco-frifinishly and reducing waste.
- Climate Change Adaptation: Solutions aimed at mitigating climate risks associated with large-scale events, ensuring that the indusattempt aligns with EU environmental goals.
- Inclusivity and Talent Development: The project aims to ensure that business events are more inclusive by providing greater access and opportunities for diverse groups and creating pathways for new talent to enter the indusattempt.
- Technology in Event Logistics and Governance: Leveraging advanced technology to streamline the planning, logistics, and overall experience of business events. This includes applying AI, data analytics, and other tech solutions to create more seamless and impactful events.
Innovation and Acceleration Programs for Startups
One of the standout features of B Future is its innovative acceleration program, which encourages startups, SMEs, and entrepreneurs to develop solutions for the future of business events. Through this program, nearly 200 projects from across Europe applied to address the four challenges outlined above. The first acceleration phase has already seen 80 projects selected, with a European Union funding boost of 2.5 million euros to accelerate these initiatives. This initiative underscores B Future’s commitment to fostering innovation and ensuring the indusattempt remains competitive and future-proof.
For those interested in becoming part of this transformation, the project offers an open call to technology ecosystems across the six participating countries. The aim is to gather fresh ideas and solutions that apply to the unique challenges within the business events sector. This inclusivity of ideas—from established players to new disruptors—ensures that B Future remains at the forefront of innovation.
B Future’s Strategic Role at IBTM Barcelona 2025
IBTM Barcelona 2025 serves as a crucial platform for the launch of B Future. As a leading global event for the business events sector, IBTM Barcelona provides the perfect setting for Catalonia to displaycase the project’s potential. Here, startups, SMEs, and established businesses had the opportunity to connect, collaborate, and pitch their innovative ideas.
At IBTM Barcelona, the B Future project is not only a catalyst for technological and sustainability innovations but also a platform for fostering partnerships between the public and private sectors. This alignment ensures that the project has the resources, networks, and expertise necessary to drive real alter.
Moreover, the collaboration with IBTM Barcelona aligns perfectly with the European Union’s broader goals of promoting innovation, sustainability, and inclusivity within the event sector. The partnership aims to leverage the combined strengths of Europe’s top talent, cutting-edge technologies, and sustainable solutions to drive forward the European events indusattempt.
Looking Ahead: The Future of Business Events
Looking ahead, B Future’s impact is expected to be far-reaching. The projects selected through the acceleration program will contribute to a more sustainable, innovative, and inclusive business events sector. By fostering collaboration between countries, cities, and companies, the initiative is setting the stage for a new era in business events, where technology, sustainability, and inclusivity go hand in hand.
As we shift toward 2026, it is expected that the B Future initiative will continue to attract investment, innovation, and global attention, positioning Europe as a leader in the future of business events. Through continued collaboration and a focus on building sustainable and tech-driven solutions, B Future is well on its way to revolutionizing the indusattempt.
Conclusion: Catalonia’s Vision for the Future of Business Events
B Future is a bold initiative, but it is one that aligns with the growing global focus on sustainability, innovation, and inclusivity. As we saw at IBTM Barcelona 2025, Catalonia’s leadership in driving this European project underscores its commitment to building the business events sector more resilient, competitive, and sustainable. With over 700 organizations already involved and the backing of the European Union, B Future is poised to become a game-alterr for the indusattempt, setting the stage for an exciting and transformative future in business events.
(The image is for representational purposes only and not of the actual event)
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