IBC2025 is set to transform the in-person experience of its international attendees with the launch of an innovative feature: the full integration of Amsterdam’s GVB public transport pass into the event’s official badge.
Developed in collaboration with RAI Amsterdam —a long-time venue partner—, public transport operator GVB, and smart credentialing company CredsNow, this initiative allows attendees to access the city’s tram, bus, and metro network without the need for tickets or complications. The result is a seamless, sustainable, and modern mobility experience for the thousands of professionals attending this year’s event.
For the first time at an event of this kind, IBC2025 badges include an embedded QR code directly linked to the GVB system. Attendees can move easily between RAI and central Amsterdam using public transport by simply scanning the QR code on their badge—eliminating the need for cards, paper tickets, or additional apps.
This frictionless integration not only simplifies city navigation, but also reinforces IBC and RAI’s commitment to sustainability by encouraging the use of public transportation and reducing the printing of non-recyclable tickets.
This marks a real step forward for attendees. It reflects our commitment to sustainability, user-centered innovation, and our continued efforts to make Amsterdam a welcoming and accessible destination for IBC2025, said Tamsin Christofides, Operations Director at IBC.
RAI Amsterdam, known for its dedication to eco-friendly practices, has for years provided free public transport across the GVB network to IBC attendees as part of its partnership with the event. Thanks to close collaboration between GVB and IBC, the attendee transport system has evolved—from paper ticket distribution to the current integration of the GVB pass directly into the badge, with the support of CredsNow.
“This integration supports our ambition to create sustainable events and reaffirms RAI’s long-term commitment to the IBC show”, said Maurits van der Sluis, COO of RAI Amsterdam. “Connecting the transport system directly to the badge removes barriers and improves the visitor experience in a forward-looking way”.
CredsNow, the smart credentialing platform behind this integrated technology, played a key role in making this vision a reality.
“We are proud to support IBC with our secure and intelligent technology”, said Ivan Lazarev, CEO of CredsNow. “This collaboration demonstrates how digital innovation can deliver tangible impact and enable smarter mobility at events”.
Our city continues to champion fair transport policies and future-ready experiences for international visitors. Thanks to the cooperation with RAI Amsterdam and event partners, we’ve been able to offer more flexible, affordable, and eco-friendly travel for trade show attendees. This collaboration shows what’s possible when innovation meets purpose: by embedding our services into the heart of the IBC experience, we make public transport the default and simplest choice, said Erik Maitimo, Senior Corporate Sales Manager at GVB.
Attendees can use their badge to access the venue and ride any GVB-operated service throughout the city, reducing reliance on cars and streamlining mobility during the event.
