AMSTERDAM: This is good news for all visitors to Amsterdam’s grand IBC show. Come September 2025 onwards, the organisation is set to transform the onsite experience for its global attendees with the launch of a pioneering new feature: full integration of Amsterdam’s GVB public transport pass into the official event badge.
Developed in collaboration with long-time venue partner Rai Amsterdam, Amsterdam public transport operator GVB, and smart credentialing provider CredsNow, this initiative will provide frictionless, ticket-free access to the city’s extensive tram, bus and metro network – delivering a seamless, sustainable, and tech-forward experience for the tens of thousands of professionals attending this year’s show.
In a first-of-its-kind deployment for the event, all IBC2025 badges will include an embedded QR code linked directly to the GVB system. Attendees will be able to move seamlessly between the RAI and central Amsterdam using public transport, simply by scanning the QR code on their badge – eliminating the need for additional cards, tickets or apps. This frictionless integration not only simplifies city navigation for attendees but also underscores IBC and RAI’s commitment to sustainability by encouraging the use of public transport and reducing non-recyclable ticket printing.
“This is more than a convenience,” said IBC operations director Tamsin Christofides. “This reflects our commitment to sustainability, user-centric innovation, and our ongoing efforts to ensure that Amsterdam continues to be a welcoming and accessible destination for IBC2025”.
Rai Amsterdam, known for its commitment to green practices, has enabled free city travel for all IBC attendees across GVB’s public transport network for many years as part of its long-standing partnership with IBC. Through close collaboration with GVB and IBC, attendee travel has transformed from early ticketing measures to issuing printed passes on-site and this year, with the support of CredsNow, integrating the GVB travel pass directly within the event badge.
“This integration supports our ambition to create truly sustainable events, and underwrites RAI’s long term commitment to IBC Show,” said Rai Amsterdam COO Maurits van der Sluis. “By connecting the city’s transport system directly to the badge, we’re removing barriers and improving the visitor journey in a meaningful, future-forward way.”
CredsNow, the smart credentialing platform behind the integrated badge technology, played a key role in making this vision a reality. “We’re proud to support IBC with our secure, smart infrastructure,” said CredsNow CEO Ivan Lazarev. “This collaboration showcases how digital innovation can deliver real-world impact and smarter event mobility.”
“Our city continues to champion fair transport policies and future-ready event experiences for international visitors,” said GVB sr account manager corporate sales Erik Maitimo. “Close cooperation with Rai Amsterdam and event partners has helped us offer flexible, affordable, greener travel experiences for exhibition attendees. This collaboration demonstrates what’s possible when innovation meets purpose – by embedding our services into the very fabric of the IBC experience, we make public transit the default and easiest choice.”
IBC2025 takes place from 12–15 September at the Rai Amsterdam. Attendees will be able to use their badge to enter the venue and board any GVB-operated service throughout the city, reducing reliance on cars and streamlining travel across the event. To register for IBC2025, click here.
