Programme Schedule

With Salvatore Sagone, Chairman & President, ADC Group

To celebrate Bea World’s 20th anniversary, this panel will take the audience on a journey through four defining eras, one for each five-year period from 2006 to 2025. Each "chapter/act" will be presented by a different speaker, offering a personal take on their respective era in no more than 5 minutes. From milestone events to behind-the-scenes insights, the session will reflect on how Bea World evolved over two decades of creativity, innovation, and transformation in the event industry. 

Patrick Roubroeks, Founding Director, XSAGA

Adriano Martella, Head of Creative and Creative Director, Filmmaster

Beatrix Mourer, Co-Founder & Creative Director, Magic Garden

Colja Dams, CEO, Vok Dams

Our industry is full of contradictions. Powered by the European Experience Index™ (EEX), the first dual-perspective benchmark shaped by nearly 200 agency and client leaders across 27 markets, this session exposes the realities behind Europe’s brand experience industry. From sustainability shortfalls and budget pressures to AI realities, the Pitch Paradox, and the talent crunch, we’ll confront the gaps shaping live experiences, and reveal how they can become opportunities. 

Alexandra Iannarelli, Innovation Manager, Next Group
Maciej Ledzion, Partner, endorfina events

Inside the grand-scale vision and technical mastery behind the world’s largest museum opening. When the Grand Egyptian Museum opened in Cairo, the world stopped to watch, with one billion people witnessing a cultural moment decades in the making. In this year’s 27Minutes session, Hamed Arafa sits down with Patrick Roubroeks to reveal how history, technology, and imagination converged to create an opening worthy of a modern wonder. From massive technical orchestration to the delicate task of presenting national heritage on a global stage, this is a behind-the-scenes look at a project unlike any other.

Patrick Roubroeks, Founding Director, XSAGA - member of 27Names - Interviewer

Hamed Arafa, Founder & Chairman, HiLights Group

Salvatore Sagone interviews Julius Solaris. A conversation on innovation, trends, and the future of the events industry.

Replenish energy, networking 

Over two decades, live communication evolved from “just an event” to a strategic core of marketing, communication and brand building. This session traces 20 years of EuBEA and BEA World gamechangers, from early brand spectacles and the rise of the experience economy, social media to the customer journey mindset, hybrid innovations and today’s AI-driven era.

Former winner and former media jury (president) Sjoerd Weikamp and this years Jury President Gonçalo Oliveira (Deloitte) reveal the key lessons that shaped our industry, how respect was always in the middel of that and show how live experiences remain the beating heart of every futureproof brand and organization. 

Sjoerd Weikamp, Owner, De LIVE Formule

Gonçalo Oliveira, Director – Brand, Communications & Marketing and Strategy & Business, Deloitte

1. The Art of Creativity: How to Create Inspirations in The event industry - with Meltem Tepeler, TUED
2. The Future of Event Design Is Intelligent: How AI and Data Redefine Experience, Impact and Success - with Angeles Moreno, EVA Alliance
3. How We Are Transforming Events and Awards: Smarter Experiences, AI and Data-Driven Solutions – the Evessio Way - with Gabriela Caribè & Cecilia Lavin, Evessio
4. «Outsourcing» vs. «Inhousing» is it a trend, or the new way of work in creative industries? - with Christoffer Sapienza, DNB
5. Sustainability in Events - with Saara Pietilä, Nokia
6. The New Battle for Attention: How to Create an Irresistible Event in a Noisy World - with Goncalo Oliveira, Deloitte
7. The black box: how to achieve full transparency in catering costs - with Rolf Schumann
8. "Beyond the Buzz: Making AI Work for Marketers" - with Jessica Ståhlbom, Mastercard
9. From Influence to Advocacy: turning event guests into brand believers - with Justyna Lachowicz-Ścisłowska, Garnier

Find out who are the winners of the Best Event Awards! Join this triumphal and exciting Awards Ceremony and honor the world's best events of the year!