The grand finale deserved grand technology.

BEFuture is the EU's first cross-sector initiative for the business events industry. Their closing Signature Event in Ghent brought together innovators from six countries. run.events powered the digital experience.

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BE>FUTURE Signature Event

AI Matchmaking

6 Countries

3x Platforms

BEFuture Signature Event at the Wintercircus, Ghent

BEFuture Signature Event, Wintercircus, Ghent, February 23, 2026

The Story

An EU project's closing act. No room for a forgettable event.

BEFuture is the first EU-funded cross-sector and transnational project dedicated to transforming Europe's business events industry. Over two years, it supported 80 entrepreneurs across six countries, driving innovation in sustainability, accessibility, and technology for the MICE sector.

The Signature Event at the Wintercircus in Ghent was designed as the grand finale: a full-day gathering of the entire consortium with keynotes, workshops, and an innovation gallery. run.events delivered the mobile app with full agenda and speaker profiles, a matching web and desktop version, and AI-powered business matchmaking connecting attendees and partners based on profiles and business objectives, all collected online before the event.

February 23, 2026

Wintercircus, Ghent

EU-funded, 6 countries

be-future.eu

The Challenge

A multi-country consortium with one day to connect

The Signature Event brought together entrepreneurs, researchers, convention bureaus, and policymakers from across Europe. Different languages, different industries, different goals. One day to turn two years of parallel work into lasting business relationships.

1
80 entrepreneurs, 6 countries, one venue
Participants had worked in parallel streams for two years. Most had never met in person. Finding the right connections couldn't be left to chance.
2
A packed program across multiple formats
Keynotes, workshops, innovation gallery, and networking sessions all compressed into a single day. Attendees needed a clear way to navigate it.
3
The closing event had to prove the project's vision
BEFuture advocates for innovation in business events. The technology at the finale had to demonstrate that vision, not just describe it.

1
AI-powered business matchmaking
Profiles and business objectives collected online before the event. The AI engine surfaced the most relevant connections for every attendee and partner.
2
Cross-platform event app
Mobile, web, and desktop. One unified agenda with speaker profiles, session details, and personal schedule builder.
3
Smart badge and session management
Eco-friendly badges with smart access, complete speaker profiles, and real-time schedule updates across all platforms.

Services

The full scope

Mobile Event App

Live agenda, speaker profiles, personal schedule, and networking. In attendees' pockets throughout the day

Web & Desktop Agenda

The same agenda and speaker overview accessible from any browser, for pre-event planning and on-site reference

AI Business Matchmaking

Attendee and partner profiles collected online, analysed by AI, and turned into ranked match recommendations with one-tap meeting requests

Speaker & Session Management

Complete speaker profiles with bios and abstracts, real-time schedule updates across all platforms

Voices

What they say

BEFuture Team EU-funded Consortium BEFuture

“

The AI matchmaking turned our closing event into a live demonstration of exactly the kind of innovation BEFuture was created to champion. Our participants experienced firsthand what the future of business events looks like.

Elena Kovacevic Chief Business Development Officer run.events

“

BEFuture brought together the people who are shaping the next decade of European events. Powering their finale with AI matchmaking felt like closing a loop we started together at IBTM World.

Impressions