Prologue to Web Summit 2025: Why I Headed to Lisbon
Three years after launching my company. I had poured everything into delivering new value to society through my clients’ businesses. I was running on pure adrenaline. But when I finally paused, I felt lost. I had no idea where I stood. Was the value I was providing truly heading in the right direction?
I was constantly seeking new ideas and technologies online. I devoured information. Yet, something was fundamentally missing. There was a void that screen-based information couldn’t fill. I craved real-world energy, an input that would shake my senses and ignite my intellectual curiosity from its core. This longing propelled me to act. “That’s it,” I thought. “I’ll go abroad and get information firsthand.”
Once the decision was made, I moved quickly. I began researching global tech conferences. The top contenders were CES in Las Vegas, Mobile World Congress in Barcelona, and Web Summit in Lisbon, Portugal. After careful consideration, I chose Web Summit. This decision marked the beginning of an unforgettable journey to experience the future of technology and society.
A Step-by-Step Guide to Making Web Summit 2025 a Reality
Attending Web Summit isn’t something that just happens. It requires planning. However, with the right steps, the door is open to everyone. Based on my 2019 experience, I’ll share a candid, practical guide for anyone considering attending Web Summit 2025, from initial preparations to navigating the event on the ground.
Trip Planning and How to Attend Web Summit: A Tale of Two Layovers
Did you know there are no direct flights from Japan to Lisbon? A layover is necessary. I chose to connect through London. I must confess, the British rock band Oasis was a huge reason I got into the web world in the first place. When Yahoo! Auctions launched in Japan in 1999, I was a student, thrilled by this revolution in commerce. Anyone could be a seller. I started buying and selling rare Oasis records on eBay, which eventually led to running my own online shop. This experience became the foundation of my career.
But I digress. My personal history led me to book a flight via London. However, the return flight through London was incredibly expensive. After much thought, I chose a route back home through Helsinki. Little did I know that this decision would lead to its own unexpected adventure, but that’s a story for another time.
Mastering Web Summit Tickets: Securing Your Pass to the Future
An essential part of your plan is the conference ticket. And to be frank, it’s pricey. It was nearly $900 back in 2019, and now it can exceed $1,200. This brings me to a crucial lesson: Web Summit tickets increase in price as the event date approaches. The golden rule is to buy your ticket as soon as you decide to go.
Fortunately, there are ways to save. If you’re going with a colleague, look out for 2-for-1 ticket offers. These allow two people to attend for the price of one. It’s a fantastic deal. Furthermore, after you attend once, you’ll receive an offer for a half-price ticket for the following year. If you plan on returning, this is an unbeatable offer. In fact, I’ve already secured my half-price ticket for this year’s Web Summit 2025. If you’re interested in a 2-for-1 half-price deal, send a email to ‘citynomix@photomo.blog‘ . I might be able to share a coupon code.
The Key to Success: Web Summit Preparation and the Official App
Once you have your flight and conference tickets, you’re not done. The real Web Summit preparation starts now. As the event nears, the official app becomes available for download. This app is your most powerful tool for maximizing the Web Summit experience.
After creating an account, you’ll find a virtual version of the conference at your fingertips. You can view the full schedule and bookmark sessions you want to attend. You can also browse exhibitor and attendee lists. This allows you to check out interesting booths, and even connect with other attendees via chat. I personally received several messages from companies beforehand, which led to scheduled meetings and concrete business discussions at the conference. Web Summit is not a passive experience. It’s filled with opportunities for those who are proactive.
On the Ground in Lisbon: A Practical Guide for Web Summit 2025
Finally, you’ve arrived in Lisbon. From the moment you step out of the airport, the city is buzzing with the energy of Web Summit. Here’s my guide to navigating the event like a pro, based on my firsthand experience.
From Arrival to Entry: A Realistic Walkthrough
Upon arriving at Lisbon’s Humberto Delgado Airport, you’ll find a dedicated Web Summit check-in counter just past the arrival gates. Here, you’ll get your essential wristband and ID pass. You cannot enter the venue without them, so keep them safe.
Next to the check-in, you can buy a “Lisboa Card,” which offers discounts on public transport and attractions. While you can buy it in the city, getting it here is convenient. From there, head to your hotel. Taxis are an option, but fares can vary. I recommend using Uber for a fixed, upfront price.
Getting to the MEO Arena and Navigating Entry
The main venue is the MEO Arena. From my hotel in the city center, it was about a 30-minute train ride. From the nearest station, Oriente, you’ll walk through the futuristic Vasco da Gama shopping mall to reach the arena. The most critical thing to know is about the security check. It can be slow. Arriving just before a session starts is a recipe for missing it. I strongly advise getting to the venue at least 30 minutes to an hour early.
Also, if you have a large backpack, you may be directed to a separate, slower security line. It’s best to travel light with just a small sling bag.
The CityNomix Way to Enjoy Web Summit
Now, let’s talk about how to truly enjoy the experience. For lunch, the food trucks are a must. They offer a delicious variety of global cuisine. The piping hot fries I had, smothered in rich sauce and cheese, were unforgettable.
And one of the best parts of Web Summit? They serve alcohol. It might sound unusual, but picture this: sipping a cold beer under the Portuguese sun while listening to cutting-edge tech talks. ““ This blend of relaxation and intellectual stimulation is incredible. It’s a unique part of the Web Summit vibe.
This experience highlighted a key difference: Web Summit is a forum for debating the future, not just showcasing finished products. Unlike the often US-centric CES, Web Summit in Europe has a distinct atmosphere. European history, shaped by centuries of cross-border conflict and hard-won civil rights, fosters a healthy skepticism towards technology. There’s a palpable sense of wanting to keep American tech giants in check. The 2019 focus on data privacy, epitomized by GDPR, was a clear example. For digital marketers like me, it created challenges, but it was also a thrilling moment to witness global dynamics shifting in real time.
Deep Dive: How 2019’s Trends Fared After 5 Years & What to Expect at Web Summit 2025
The 2019 opening ceremony reached its peak when the special guest was revealed: Edward Snowden, live from Moscow. This surprise underscored the event’s focus on data privacy. Five years have passed. How have the themes presented as a compass for the future become our reality in 2025? Let’s look back to understand what’s next.
① Privacy: The Enduring Legacy of GDPR
In 2019, EU Commissioner Margrethe Vestager championed the importance of GDPR. Five years later, GDPR has become the global gold standard for digital regulation. Its influence continues to grow. In 2025, reforms are further strengthening and simplifying the rules. The privacy commitments mentioned by companies like P&G back then have now evolved into explicit policies stating they “do not sell personal data.” Privacy is no longer an option; it’s a prerequisite for doing business.
② Sustainability: When Corporate Ethics Become Strategy
The question of corporate social responsibility is more critical now than it was in 2019. H&M, for example, set ambitious sustainability goals. As of 2025, they have nearly met them, with 89% of their products made from recycled or sustainable materials. Similarly, IKEA is advancing its vision of a fully circular business with massive investments in recycling and a shift to renewable materials for its plastic products. Sustainability has moved from a CSR talking point to a core business strategy.
③ Gender Neutrality & Inclusion: Diversity as a Corporate Strength
On stage in 2019, speakers from IKEA and J.P. Morgan discussed their commitment to Diversity & Inclusion. Five years later, both companies maintain high levels of female representation in leadership roles (around 50%) and have institutionalized supportive policies. The individual beliefs and experiences shared back then have now matured into robust corporate policies that drive their competitive advantage.
④ Business Model Innovation: The Evolution of Super Apps and Resale Platforms
Super-app Rappi and sneaker resale platform StockX were hot topics in 2019. By 2025, Rappi has solidified its dominance in Latin America. StockX continues to lead its market with exclusive collaborations and new services. The budding business models of 2019 have now blossomed into massive, thriving markets.
⑤ AI: Amazon’s Vision and Today’s Reality
Amazon’s four pillars for training AI in 2019 were ‘Massive Scale,’ ‘Breadth of Choices,’ ‘Human Feedback,’ and ‘Experimentation Culture. They delivered. In 2025, over a million warehouse robots are in operation, and foundational AI models have improved efficiency by over 10%. The Generative AI model ‘Nova’ is now being deployed. The presentation from that day was, in essence, a blueprint for the future.
⑥ 5G, Organizational Theory, and Glimpses of the Future
Huawei’s vision of an open ecosystem has faced geopolitical headwinds, but the global expansion of 5G infrastructure continues.
The importance of data analytics, as discussed by companies like Segment, is now a universal business truth. Furthermore, once-nascent technologies like Tommy Hilfiger’s 3D design for manufacturing and CTRL-Labs’ neural interface tech have made steady progress, quietly but surely reshaping their respective industries.
Conclusion: The Future Hinted at by Web Summit 2025 Continues to Evolve
The future discussed at Web Summit 2019 has become our present. Privacy, sustainability, AI, and new business models are no longer just topics of conversation at the intersection of tech and society. They are now the core strategies of businesses and the very infrastructure of our world.
Web Summit doesn’t predict the future. It’s a place where a consensus about the future is forged through the collision of intellect and passion from around the globe. So, what future will be debated at Web Summit 2025? The only way to find out is to be there, to breathe the air, to talk to people, and to dive into the heart of the discussion. I hope this article inspires you to take that next step. See you in Lisbon.
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