Meet In Wales is partnering with both Google’s Experience Institute (XI) and creative think tank StoryCraft Lab to create a specialist session at IBTM World this year, combining international experience design expertise together with the destination’s authentic sense of belonging.
Taking place on day one of the event, 14:15 to 15:15, “Designing Belonging: A Story Sharing Workshop” will bring together Naomi Clare Crellin, Founder and CEO of StoryCraft Lab; Betsy Rives, Workplace Experience Strategist at Google; and Heledd Williams, Head of Business Events at Meet In Wales.
Using a StoryCraft Lab method incubated with Google XI, the session will also offer a practical introduction to designing for belonging. One of the key strands of the session will be cynefin: the Welsh concept of an instinctive, embodied sense of place and belonging. Participants will leave with fresh connections, inspiration and the beginnings of their own Belonging Playbook.
The session will be one of the highlights of the opening day, delivered in workshop style and exploring how destination culture can inspire more meaningful business events. The workshop will complement Meet In Wales’s main presence at the show, where Wales will welcome buyers to get to know the destination (stand G10) alongside industry partners ICC Wales, The Celtic Collection, The Vale Resort, Hensol Castle and the Angel Hotel Abergavenny, part of the House of Caradog.
“We’re so excited to be joining Google XI and StoryCraft Lab at IBTM. These are brilliant people with fresh ideas, real expertise and a curiosity that makes events in this industry stronger,” commented Heledd Williams, Head of Business Events, Meet In Wales. “Belonging feels like such a natural conversation for Wales to contribute to, and these partnerships help us explore it in new ways. We are excited to share these ideas in a truly collaborative session with the IBTM community and give planners something inspiring to take into their own events.”
For Meet In Wales, IBTM is an opportunity to showcase both what Wales offers and the ideas it can contribute. By bringing high-profile collaborators into a conversation rooted in Welsh identity, the organisation is positioning Wales as a destination that helps planners think differently about the experiences they create.
Author: Kizzy Allott
Kizzy Allott is Publisher at Event Industry News, where she has been a driving force behind the brand for over a decade. With a deep understanding of the events sector and a passion for storytelling, Kizzy leads the platform’s commercial and content strategy, connecting the industry through news, insights, and meaningful conversations. She is dedicated to championing innovation, amplifying industry voices, and ensuring event professionals stay informed, inspired, and future-focused.
