At the start of the day as an opening guest, Gorazd and Jan welcomed Paul Colston, managing editor of Mash Media. Paul discussed the resurgence of trade shows post-COVID, noting a significant increase in attendance at IBTM Barcelona compared to previous years.
He highlighted the importance of AI in streamlining data management but emphasized the need for human creativity.
“AI can save time but we need human creativity. We need to harness AI for good and make sure it complements human creativity rather than replacing it.”
Colston also praised associations for their proactive roles during COVID-19 and stressed the need for better coordination among industry associations. Colston shared insights on the technological advancements in destinations like Korea and the importance of meritocracy and diversity in the workplace.
The next guest was Heather Gallagher, from CG Presents. Heather discussed the unique principles and culture of Burning Man, emphasizing radical self-expression, participation, gifting, and radical self-reliance. In her discussion about Burning Man, she shared an inspiring perspective that can be applied to both personal and professional life:
She then highlighted the event’s transformation over 20 years, noting its growth and the challenges posed by climate change, such as the 2023 event’s heavy rain. Gallagher stressed the importance of community, creativity, and sustainability. She encouraged integrating Burning Man’s principles into other events to foster innovation, human connection, and memorable experiences.
The third guest of the day was Liesbeth Switten, Vice President of ESAE. She discussed her career path from a lawyer to Secretary General of the International Issuing Bodies (IIB) and her role in ESAE. She highlighted digital transformation, AI, and political sensitivity as major trends in associations. She stated:
“There’s growing political sensitivity in the world, with over 4 billion people voting in elections this year. Associations can play a crucial role in protecting values and bringing people together, maintaining their mission and strategy in an increasingly polarized world”
reflecting on her perspective on the broader societal impact of associations. Switten emphasized the importance of data protection and attracting diverse, flexible generations. She believes associations should maintain their core values while adapting to efficiency and sustainability. She also addressed the impact of the Sustainable Reporting Standard (SRS) and the need for reliable green claims.
“Sustainability is a driving force for innovation and creativity. It opens doors and minds.”
Thorstensson also mentioned her international engagement and the importance of collaboration in addressing sustainability challenges.
Following Katarina, Gorazd and Jan welcomed Jesse Gainer, Vice President of Growth and Partnership at C2. After discussing his journey from media to events, emphasizing the importance of storytelling and authenticity, he highlighted C2’s focus on participant engagement and emotional connection, noting that the event’s growth strategy prioritizes quality over quantity, aiming for impactful experiences rather than sheer size.
“Everything that we do is about connecting emotionally with the people that are there. It’s about creating moments of awe. It’s about creating moments of connection. It’s about creating moments that lead to meaningful conversations and relationships that last.”– he stated emphasizing C2’s philosophy of creating impactful events.
Gainer also addressed the balance between technology and human connection, sustainability efforts, and the evolving needs of diverse attendees, including introverts.
After a short break, Ljubljana Talks invited more professionals for discussions.
In a dynamic conversation at IBTM, meeting designer and speaker Bo Krüger shared insights into his journey from innovation consultancy to becoming a leading expert in meeting design. He emphasized the importance of making meetings meaningful, moving beyond the traditional lecture or panel formats, and using creative methods to engage participants. Highlighting the role of AI, Krüger explained how it can enhance meetings when used judiciously, fostering collaboration while preserving human connection.
“Meetings have been around for thousands of years, which shows something works well. But as our world becomes more digital, the need for in-person connection grows stronger. AI can enhance and transform meetings, but it should never replace the human element—it’s about finding the balance where technology supports us, not distracts us.”
He also stressed the necessity of sustainability in events, calling on the industry to lead in addressing carbon emissions. Drawing from his Greenlandic roots, Krüger shared how his connection to nature drives his passion for solving climate challenges.
Following Bo, Anita Paic, the first female director of the Vienna Convention Bureau sat down with Gorazd and Jan. She highlighted Vienna’s success as a global meetings industry leader, rooted in its collaboration, innovation, and sustainability. She emphasizes the importance of people and partnerships, describing how Vienna’s heritage and modern advancements create a balance that keeps the destination relevant and authentic. Anita also discusses the evolving nature of the meetings industry, the need to measure regenerative efforts beyond economic metrics, and Vienna’s ongoing innovation, including a newly announced 20,000-capacity arena.
“True success lies not just in counting meetings or attendees but in the impact we create—like a congress discussion saving a life. Business events are about more than numbers; they are about making a difference.”
“If you don’t bring people together, nothing happens. But when you do, and you connect international innovation professionals with local ecosystems, stuff will happen—real impact and legacy follow.”
Ljubljana Talks will continue tomorrow from 10:00h, and it will welcome a new set of industry giants. Check out the programme here.
