Salesforce's free, one-day UK customer and partner event at ExCeL London, now held twice a year (a June edition and a post-Dreamforce edition), built around Agentforce, Data 360 and Slack for sales, service, marketing and IT leaders; the next edition is Thursday 15 October 2026.
Agentforce World Tour London is the UK stop of Salesforce's global roadshow, a free one-day conference and exhibition that Salesforce runs for its customers, prospects and partners at ExCeL London. It was branded Salesforce World Tour London until 2024 and took its current name in 2025 when Salesforce put its Agentforce AI-agent platform at the centre of the programme. The day combines an opening keynote by Salesforce's UK and Ireland leadership, customer case studies, product breakout sessions, hands-on demos and a large exhibition floor, called the Campground, where Salesforce product teams and sponsoring consultancies and software vendors staff booths. Since 2025 London has had two editions a year: a June edition (11 June 2025, 18 June 2026) and a later edition that carries the announcements made at Dreamforce, Salesforce's annual conference in San Francisco, to a UK audience (4 December 2025, and 15 October 2026 for the edition documented here). For the sales stack, this is the event where the CRM of record demonstrates its sales, revenue and service agents in front of the largest single gathering of Salesforce users in the UK.
The next edition is Thursday 15 October 2026, from 8:00 a.m. to 6:00 p.m. BST, per the official page (salesforce.com/uk/events/london, checked 5 September 2026). It is held at ExCeL London, Royal Victoria Dock, 1 Western Gateway, London E16 1XL, the venue used by every London edition found since at least 2024. This is the second London edition of 2026: an earlier one ran on 18 June 2026 at the same venue, and Salesforce's global events calendar (salesforce.com/events, checked 5 September 2026) lists London on 15 October 2026 alongside the autumn stops in Dubai, Lausanne, Paris and the US cities. The October date is the UK relay of Dreamforce, which runs 15 to 17 September 2026 in San Francisco, and matches the pattern set in 2025, when a June edition was followed by a second London edition on 4 December 2025.
The event is organised and funded by Salesforce, the CRM and cloud-software company headquartered in San Francisco, through its UK and Ireland business, whose chief executive, Zahra Bahrololoumi CBE, opens the London keynote each edition (June 2025 and June 2026 keynotes confirmed in press and Salesforce's own coverage). There is no external event agency named as organiser on the official page; registration runs on Salesforce's own platform (reg.salesforce.com) and attendee support goes through a Salesforce mailbox. The attendee support contact is worldtoursupport@salesforce.com, per the official FAQ page. World Tour stops are one product line among Salesforce's events, alongside Dreamforce (San Francisco, 15 to 17 September 2026), TDX (developer conference, San Francisco, 10 to 11 March 2027), Connections and the Tableau Conference.
The June 2025 edition drew more than 12,000 attendees at ExCeL London, an organiser figure relayed by sponsor iMMERSIVE and by Enterprise Times; no figure has been published for the 18 June 2026 edition beyond Salesforce's own "thousands", and none for 15 October 2026. Salesforce's official FAQ says the event "is well suited to directors and strategic leads in companies across all industries and sizes", and government officials may attend subject to their employer's ethics rules, which tells you the mix: existing Salesforce customers (sales, service, marketing and IT leaders and the admins and developers who run their orgs, whom Salesforce calls Trailblazers), prospects, implementation partners and independent software vendors, and a sizeable public-sector contingent (Salesforce told the transport body ITS UK that the June 2026 edition expected more than 500 public-sector attendees from transport, health, government and education). A head of sales or RevOps lead will find peers at Salesforce customer companies, the Salesforce account teams that cover them, and the consultancies that implement Sales Cloud, Revenue Cloud and Agentforce.
The October 2026 programme is not yet published in detail (the official page carries only the timed outline and a theme statement as of 5 September 2026), but its role is clear from the 2025 precedent: the second London edition of the year "brings the latest announcements from Dreamforce to London", as the December 2025 edition was billed, so expect the products announced at Dreamforce on 15 to 17 September 2026 to be demonstrated on 15 October 2026. The official page names Agentforce, Data 360 and Slack as the product focus, with customers "sharing results from running AI agents in production" and sessions on return on investment and governance. What has already changed since the December 2025 edition, per Salesforce's own coverage of the 18 June 2026 edition: Agentforce Coworker, Agentforce 360 for Public Sector, Headless 360 (the platform exposed through Model Context Protocol tools and a new experience layer), an Agentic Advisor for financial services, general availability of Slackbot's MCP client, and AI marketing agents for prospecting and campaign management; Salesforce also used the June 2026 keynote to announce its agreement to acquire Fin (formerly Intercom) for about $3.6 billion. Note the name of the data product: Data Cloud is now marketed as Data 360 on the official page.
The official page gives a timed outline, marked "agenda is subject to change": registration opens at 8:00 a.m.; sessions, demos and hands-on learning from 9:00 to 10:00 a.m.; the opening keynote from 10:00 to 11:00 a.m., billed as showing "how humans with agents drive customer success together"; sessions, demos and networking from 11:30 a.m. to 5:30 p.m., with lunch between 12:00 and 2:00 p.m.; and a networking reception in the Campground from 5:00 to 6:00 p.m. No session catalogue or speaker list for 15 October 2026 was published as of 5 September 2026. For the shape of the day, the 18 June 2026 edition ran a main keynote titled "Welcome to the Agentic Enterprise" with Zahra Bahrololoumi CBE (CEO, Salesforce UK and Ireland), Joe Inzerillo (EVP and Chief Digital Officer, Salesforce) and Ed Thompson (SVP Global Influencer Strategy, Salesforce), customer stories from Thames Valley Police, Hampshire and Isle of Wight Constabulary, Canada Goose, Adecco, Formula 1, Civica, Taylor Rose, Rawlings and Emplifi, and 19 recorded breakout sessions later published on Salesforce+ (including "End the Grind: Grow Revenue Fast with Agentforce Sales" and "How Agentforce Service Helps Make the Routine Spectacular"). The June 2025 edition added a "luminary" keynote by the broadcaster Louis Theroux, a format Salesforce uses for a non-industry headline name.
Five formats recur across editions. A single plenary opening keynote (one hour) by Salesforce's UK and Ireland CEO with Salesforce executives and customers on stage. Product breakout sessions by cloud (Sales, Service, Marketing, Data 360, Slack, MuleSoft, Tableau, industry tracks such as public sector and financial services). Hands-on learning, either guided demos or workshop stations where attendees build with Agentforce. Live customer Q&A panels, noted by attendee Advanced Communities at the June 2026 edition. And the Campground, the exhibition hall: Salesforce product-team demo stations, sponsor booths and small theatre stages where sponsors present (Capita, a Groundbreaker sponsor in June 2026, had "a booth on the main expo floor and a presentation slot on stage"; iMMERSIVE ran a 300-seat theatre session in June 2025, by its own count). Networking is built in as a closing reception in the Campground rather than as a separate ticketed dinner.
Side events are run by the community and by sponsors, not by Salesforce, and none had been announced for 15 October 2026 as of 5 September 2026. For the 18 June 2026 edition, Salesforce Ben, the community media site, listed two evening events: its own "SF Ben London World Tour After Party" at LDN East from 7 p.m., and an afterparty by the consultancy Solution Junkies, sponsored by the payments vendor FinDock, at The Fox pub at ExCeL immediately after the show closed. Earlier editions had after-parties by Vonage and the "House of Cloud" party, both listed by Salesforce Ben, and sponsor iMMERSIVE hosted a 250-guest yacht party (its own figure) in June 2025. Salesforce also pairs some London editions with a same-week developer track: the December 2025 edition was promoted by Heroku together with a TDX London day. Expect the October after-party announcements in the two or three weeks before the date, on Salesforce Ben's events page and sponsors' own sites.
Attendance is free: the official page says "register for free" and the official FAQ states the event is complimentary but "pre-registration is required to gain entry". The same FAQ, for attendees who must declare hospitality, values the ticket at about £68 per person, an organiser valuation of the food, drink and content rather than a price anyone pays. Registration is through Salesforce's registration platform (reg.salesforce.com); registrations for the in-person experience are non-transferable. Tea, coffee and light refreshments are served at check-in and at the morning break, and "grab and go" snacks at lunch, so budget only for travel. There is no paid tier, VIP pass or exhibitor-visitor pass; the only paid participation is sponsorship (see the sponsor entry below).
Not publicly disclosed. There is no call for papers or speaker application form on the official page, the FAQ page or Salesforce's UK events pages (checked 5 September 2026). Stage time follows one of three routes visible in past programmes: Salesforce customers are invited by their Salesforce account team to tell their story in the keynote or a breakout (the June 2026 stage featured Thames Valley Police, Canada Goose, Adecco and Formula 1 among others); sponsors receive theatre or stage slots as part of a sponsorship package (Capita's Groundbreaker package in June 2026 included "a presentation slot on stage"); and Salesforce's own product and industry teams present the breakouts. A vendor or consultant with no Salesforce customer relationship and no sponsorship has no published route to the stage.
Sponsorship is sold by Salesforce to its partners; there is no open exhibitor floor plan for sale to non-partners. The route is Salesforce's global sponsorship pages (salesforce.com/events/sponsorship/overview), which point to a sponsorship inquiry form (salesforce.com/events/resources/sponsorship-inquiry); Salesforce's global sponsorship overview also gives emeasponsoring@salesforce.com for EMEA events and partnersuccess@salesforce.com for the local partner team, and states that packages and prices vary by city and are allocated first come, first served. City-level prospectuses are published for some stops (Sydney 2026, and previously Copenhagen, Amsterdam, Helsinki, Oslo, Madrid and Warsaw); no London 2026 prospectus was found online. Tier names seen in London sponsors' own announcements are Groundbreaker (Capita, June 2026; iMMERSIVE, June 2025), Innovator+ (PwC, 2024), Innovator (the tier EPAM announced for Amsterdam 2026) and Headline Sponsor (iMMERSIVE, December 2025). Prices are not published. Booth numbers are assigned (DESelect was at booth 213 in December 2025).
No sponsor list for 15 October 2026 had been published by Salesforce or by sponsors as of 5 September 2026; Salesforce does not publish a sponsor page for London, so the roster below is compiled from sponsors' own announcements and is partial by construction. For the 18 June 2026 edition: Capita (Groundbreaker sponsor, booth and stage slot), Fluido (booth, with demos on AI performance, Data Cloud and financial services), Reply (present with Salesforce and MuleSoft specialists; Reply was a main sponsor at Frankfurt, Warsaw and Milan rather than London), EPAM (announced its participation; tier not retrieved, the page was not accessible), GoMeddo (booth), and FinDock as sponsor of the Solution Junkies afterparty rather than of the show itself. Partners named on stage or in Salesforce's own June 2026 coverage: PwC, Trustpilot, MindShift AI, Jack and Jill, Covecta, Capita and NHS Shared Business Services. For the 4 December 2025 edition: iMMERSIVE (Headline Sponsor), DESelect (booth 213), EPAM, Heroku (Salesforce's own platform unit). For June 2025: iMMERSIVE (Groundbreaker). Expect the October 2026 roster to be announced by the sponsors themselves from late September.
Salesforce customers and would-be customers across every industry, which is the point of a vendor roadshow rather than a sector conference; Salesforce publishes no breakdown by industry or role. Signals from the stage and the floor: the June 2026 customer speakers came from policing (Thames Valley Police, Hampshire and Isle of Wight Constabulary), consumer brands (Canada Goose, Rawlings), staffing (Adecco), sport (Formula 1), public-sector software (Civica), legal services (Taylor Rose) and marketing software (Emplifi); the public sector alone was expected to bring more than 500 attendees in June 2026 (Salesforce figure via ITS UK); and the exhibitors are Salesforce consultancies and system integrators (Capita, PwC, EPAM, Fluido, Reply, iMMERSIVE) and ISVs built on the platform (DESelect for Marketing Cloud, FinDock for payments, GoMeddo for scheduling). The commercial roles Salesforce's FAQ targets are "directors and strategic leads"; in practice the room also holds a large practitioner population of admins, developers and consultants, which is why the community after-parties exist.
Not publicly disclosed as a process. Neither the official page nor the FAQ mentions press registration, and Salesforce's UK newsroom (salesforce.com/uk/news) has no accreditation page. Salesforce's media contact is pr@salesforce.com, listed on its global newsroom; the UK and Ireland newsroom publishes press releases and a live blog from the London editions. Since general registration is free and open, a journalist can attend as a delegate; a press badge, keynote seat or executive interview goes through the Salesforce UK press office by email. Interviews with Zahra Bahrololoumi around the June 2025 edition (IT Pro, Enterprise Times) show that the press office does arrange executive access at the event.
Coverage is dominated by Salesforce itself and by its partners. Salesforce's UK newsroom ran a live blog of the 18 June 2026 edition ("Agentforce World Tour London '26 Live: All the Highlights You Missed") and published the keynote and 19 sessions on Salesforce+. Independent trade press covered the June 2025 edition: Enterprise Times (12 June 2025, on the keynote and the collaboration of human workers and AI agents) and IT Pro (an interview with Zahra Bahrololoumi on the UK technology sector). Salesforce Ben, the largest independent Salesforce community site, covers each London edition with a practical guide (parties, attractions, sessions) rather than reporting. Partner and sponsor blogs supply most of the rest: Capita, Advanced Communities ("We Were at Agentforce World Tour London 2026"), Clever Touch (marketing takeaways), iMMERSIVE (2025), and the transport body ITS UK relaying Salesforce's public-sector invitation. No independent coverage of the 4 December 2025 edition was found, and no advance coverage of the 15 October 2026 edition beyond calendar listings.
Read it in four tiers. Organiser coverage (Salesforce's UK newsroom, Salesforce+): first-hand and complete on what was said, but it is the vendor reporting its own event, and every figure in it (adoption percentages, hours saved, contacts handled) is Salesforce research or a Salesforce customer's claim as relayed by Salesforce. Sponsor and partner blogs (Capita, iMMERSIVE, Fluido, Advanced Communities): promotional by design, but they are the only sources for sponsor tiers, booth numbers and the 12,000 attendance figure, which they attribute to the organiser. Community media (Salesforce Ben): independent of Salesforce and useful on logistics, but it sells its own after-party and does not report attendance or scrutinise announcements. Independent trade press (Enterprise Times, IT Pro): the only journalist-written accounts found, both from June 2025, both built on the keynote and an executive interview. No attendance figure for any edition has been independently counted; the 12,000 figure is organiser-sourced and reported by third parties, not verified.
Anyone who is not on Salesforce and is not evaluating it: the programme assumes the platform, and the Campground is a Salesforce partner hall, not a neutral sales-technology market. A head of sales or CRO on HubSpot, Microsoft Dynamics or Pipedrive will get more from a vendor-neutral event (see the calendar entry below). Anyone expecting the keynote to be new: the October edition exists to relay Dreamforce (15 to 17 September 2026), and the keynote and product sessions are published free on Salesforce+ within days, so the stage content alone does not justify a day at ExCeL. Vendors seeking to sell into the audience without a Salesforce partnership: there is no open exhibition and no published speaker route. Anyone who needs a small room: this is a five-figure-attendance hall show (12,000+ in June 2025, organiser figure), with queues for keynote seating and popular demos.
Agentforce World Tour London on 15 October 2026 is the CRM-vendor anchor of a dense autumn for sales-technology buyers, and it is free, which changes the arithmetic. It falls four weeks after Dreamforce (15 to 17 September 2026, San Francisco) and in the middle of the analyst and go-to-market season: Forrester's B2B Forum EMEA in London (28 to 29 September 2026), Canalys Forums EMEA in Barcelona (6 to 8 October 2026), SaaStock in Dublin (13 to 14 October 2026) and TechSolutions in Paris (14 to 15 October 2026) all precede it by days, and the Sales Enablement Summit in Berlin (21 October 2026) follows it. It is the first of the European Agentforce stops after Dreamforce (Lausanne 20 October, Paris 5 November, Amsterdam 25 November 2026). For a London-based revenue team, the closest comparisons are the vendor-neutral events later in the quarter: HubSpot GROW Europe, London (17 November 2026), the CRM rival's own showcase; SaaSiest London Executive Edition (19 November 2026); the Chief Revenue Officer Summit London (1 December 2026); SaaStr Europa, London (1 to 2 December 2026); and the Revenue Operations Summit London (2 to 3 December 2026). Sales Summit in Dusseldorf (4 to 5 November 2026) and Web Summit in Lisbon (9 to 12 November 2026) cover the German and pan-European ends of the same season. The spring side of the circuit, All4Customer Paris (23 to 25 March 2027), SaaSiest in Malmo (11 to 12 May 2027) and GTM Festival London (16 June 2027), sits closer to the next June edition of the London World Tour, which Salesforce has not yet dated.
Yes, London is one stop on a global tour with two European legs in 2026. Spring 2026 (compiled from Salesforce's pages, sponsor Reply and the Salesforce partner Aprika's calendar): Amsterdam (8 April), Madrid (16 April), Frankfurt (20 May), Paris (21 May, Paris Expo Porte de Versailles), Stockholm (26 May), Warsaw (27 May), Milan (11 June) and London (18 June). Autumn 2026, after Dreamforce: Dubai (14 October, Dubai Exhibition Centre), London (15 October), Lausanne (20 October, SwissTech Convention Center), Paris (5 November per Salesforce's global events page; Aprika lists 2 November, so check the official Paris page before booking) and Amsterdam (25 November, Circa Amsterdam). US autumn stops listed by Salesforce: Philadelphia (27 October), Seattle (3 November), Los Angeles (1 December), New York City (3 December), Atlanta (9 December) and Chicago (10 December 2026). London is the only European city found with two editions in the same year, in 2025 (11 June and 4 December) and again in 2026 (18 June and 15 October). The tour's parent event is Dreamforce, 15 to 17 September 2026 in San Francisco, which is paid (from $999 early bird per the partner site sfapps.info) where the World Tour stops are free.
English, without interpretation: the official page, the FAQ, the session titles published on Salesforce+ and all keynote coverage are in English, and no statement about interpretation or captioning was found (checked 5 September 2026). Other European stops run in their local language or in a mix (the Paris teaser and playlist are in French).
Afterward, yes; live, not stated. Salesforce publishes the keynote and a selection of sessions free on Salesforce+, its streaming site: the 18 June 2026 edition is available as "Best of Agentforce World Tour London Summer 2026", 19 on-demand sessions including the main keynote, and the June 2025 edition has its own Salesforce+ collection. The official page for 15 October 2026 says nothing about a livestream, and no virtual registration option appears on the registration site; treat the event as in person, with the stage content arriving on Salesforce+ within days. Note that Salesforce+ requires a free Salesforce account to watch.
There is nothing to refund because attendance is free; the official FAQ asks registrants who can no longer attend to email worldtoursupport@salesforce.com "in advance" so the place can be released, and states that registrations for the in-person experience are non-transferable, so a colleague cannot use your badge and must register separately. The support address for registration problems is worldtoursupport@salesforce.com. No policy on Salesforce cancelling or moving the event is published on the FAQ; the agenda itself is marked "subject to change".
Partly documented. The official FAQ says attendees who require accommodations should send their request to worldtoursupport@salesforce.com; it does not list the provisions available (step-free access, hearing loops, quiet rooms, captioning). ExCeL London itself is a step-free venue with accessible toilets and Blue Badge parking, but that is the venue's general provision, not a statement by Salesforce about this event.
ExCeL London is at Royal Victoria Dock, 1 Western Gateway, London E16 1XL, in the Docklands. The official FAQ directs attendees to the DLR (Custom House or Prince Regent stations, both adjoining the halls) and to the Elizabeth line (Custom House station, about 15 minutes from Liverpool Street and 45 minutes from Heathrow). For taxis the FAQ gives the postcodes E16 1FR for the east entrance and E16 1AA for the west entrance. On-site parking is pay and display, first come, first served. London City Airport is one DLR stop away. Registration opens at 8:00 a.m. and the keynote at 10:00 a.m.; the June editions have had queues at check-in from 9:00 a.m.
Salesforce is the CRM of record for most of the companies a head of sales, CRO or RevOps lead will benchmark against, and this is the one day a year in the UK when the vendor, its implementation partners and a five-figure crowd of its users are in one hall, for free. The stage will not tell you anything Dreamforce did not say four weeks earlier, and it is on Salesforce+ within days. What is not on Salesforce+ is the Campground: the demo stations where Agentforce Sales and Revenue Cloud are shown by the people who build them, the customer Q&A panels where a peer explains what an agent actually did to their pipeline, and the sponsor booths where the consultancies that will quote your implementation are all within a hundred metres of each other. For a buyer who is already on Salesforce, that is a day of due diligence on the vendor's roadmap for the price of a train to Custom House. For a CTO, the Headless 360 and MCP announcements of June 2026 are the reason to go: the platform is being opened to outside agents, and the October edition is where the UK teams will show it working.
Every number attached to this event comes from Salesforce or from a company that paid Salesforce to be there. The 12,000 attendance figure for June 2025 is an organiser figure relayed by a sponsor and by trade press, not a turnstile count, and free registration inflates the gap between registered and present: no source reports a no-show rate. The £68 ticket value is Salesforce's own valuation for hospitality declarations, not a market price. The keynote statistics (84 percent of queries resolved without a human, 69 percent of UK organisations reporting company-wide agent adoption, 3,266 hours freed at a police force) are Salesforce research and Salesforce customer claims presented on Salesforce's stage and repeated in Salesforce's newsroom; no third party has audited them. The only journalist-written accounts found date from June 2025; the 2026 editions have been reported by the organiser, its sponsors and community media, all of whom have something to sell.
Official event page: salesforce.com/uk/events/london. Official FAQ: salesforce.com/uk/events/london/faq. Registration: reg.salesforce.com (linked from the event page). Salesforce UK and Ireland newsroom, which publishes press releases and the live blog on the day: salesforce.com/uk/news. Salesforce+ on-demand sessions: salesforce.com/plus (collection "Agentforce World Tour London Summer 2026" for the June edition). Global tour calendar: salesforce.com/events. Sponsorship: salesforce.com/events/sponsorship/overview. Attendee support: worldtoursupport@salesforce.com. Press: pr@salesforce.com. Community coverage and after-parties: salesforceben.com/event/agentforce-world-tour-london.