IBC has announced a first of its kind enhancement to the IBC2025 experience (12-15 September, RAI Amsterdam), with the full integration of Amsterdam’s GVB public transport system directly into attendee badges.
The system, developed in collaboration between GVB, RAI Amsterdam and event badge platform CredsNow enables frictionless access to trams, buses and metro services with no app, card, or ticket required.
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 is more than a convenience,” said Tamsin Christofides, Operations Director, IBC. “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 Maurits van der Sluis, COO of RAI Amsterdam. “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 Ivan Lazarev, CEO, CredsNow. “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 Erik Maitimo, Sr. Account Manager, Corporate Sales, at GVB. “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.
