Meet In Wales continues market engagement with IBTM programme

Meet In Wales is set to take to the stage at ibtm this month, as it rounds off 2024’s extensive programme of engagement with the business event community. Continuing the team’s recent sector focus on the creative industries, Wales Ambassador and Head of Film at Bangor University, Nathan Abrams, will be sharing his thoughts on Wales as both a creative hub and inspiring film location during his session entitled: From Stage to Screen: What the Events Industry Can Learn from the Film Industry. In fact, just this year saw the much-anticipated launch of HBO’s second season of hit show House of the Dragon, which used North Wales as a key location, underlining the destination’s natural landscapes, its affinity with storytelling, and its strong links to the wider international creative and media industries.

Nathan is just one of many influential Ambassadors who are focused on promoting Wales as a destination for business events to nine priority sectors. His focus is to help raise the profile of Wales’ bustling creative industry, which encompasses advertising, media and broadcast as well as production, e-sports and games. A number of new ambassadors from the field have joined in recent months including John Jackson, CEO, esports Wales, Adam Amor, Founder of content and media production agency Buffoon Media, Richard Hebblewhite, Senior Lecturer in Computing at Wrexham University. The Welsh Government works across each sector, supporting the programme in an attempt to help business thrive in Wales.

At ibtm, the Meet In Wales team will also be taking the spotlight at a number of high profile main stage sessions, two of which include Head of Business Events, Heledd Williams, imparting her wealth of experience and knowledge during discussions surrounding the ibtm World Trends Report 2025.

Heledd Williams said: “We’re delighted that Wales has been invited to contribute to the discussion surrounding the Trends Report, allowing us to share our own insights and initiatives such as the Wellbeing of Future Generations Act. This has been a transformative year for Wales and its business events division - a year in which we have been recognised at both the M&IT Awards and miaList for the first time. We have attracted some incredible events and helped to cement Wales’ position as a cultural and creative destination for business events.”

Meet In Wales will be collaborating with its industry partners to showcase the business events sector in Wales at its stand - G10. The team will be exhibiting alongside Meet Cardiff, ICC Wales, Celtic Collection, Vale Resort and Hensol Castle, unveiling its latest updates and diving into the exciting features of its trailblazing ambassador programme. Plus, they’ll have some delightful Welsh treats on offer.