The world's leading event for business tourism, meetings and events
IBTM World celebrates 20 years of success at Fira de Barcelona
IBTM World, the global leading event for the meetings, incentives, congresses and exhibitions (MICE) industry, opens its 20th edition today at Fira de Barcelona, running until Thursday, November 21st. Since its arrival in the Catalan capital in 2004, IBTM World has experienced constant growth, both in terms of supply and professionals in the sector, consolidating Barcelona as the main international showcase for the business tourism industry.
This year’s edition, the 37th in its history, promises to be the largest and most dynamic to date. More than 2,500 exhibitors from destinations, travel agencies, tour operators, congress and convention centers, hotel chains, service companies and international event organizers, representing more than 150 countries, are taking part. A new feature this year is the addition of the Hotel Pavilion, an area for independent hotel businesses and small hotel groups to present their offerings in a setting that evokes the atmosphere and comforts of a luxury hotel.
Organizers anticipate the attendance of 12,000 MICE industry professionals, including more than 2,650 invited buyers. It is estimated that the 132,000 business meetings scheduled through the IBTM World appointment system will be exceeded.
Under the slogan ‘People. Power. Potential.’, IBTM World 2024 puts the spotlight on the power of human connections and their potential to drive innovation and sustainable growth in the events industry. This central theme will be addressed through almost a hundred conferences, workshops and interactive sessions that will visualize how collaboration and networking can bring new opportunities and creative solutions to the sector.
New features
New activities this year include a forum on strategies for creating exceptional experiences in the events industry. It will discuss the power of AI, the importance of audience collaboration, the value of building a brand, the benefits of harnessing key data and the importance of developing a marketing plan based on personal interaction.
A unique MICE Industry Advocacy Forum is also debuting to address how the global events industry can better communicate its economic and social value, define its impact and legacy, and identify areas in need of further support.
These forums are in addition to the extensive program of conferences, seminars and workshops with content on immediate challenges such as sustainability, trends in the MICE industry, technologies, innovative products and services, new marketing strategies, experience design, social responsibility, working environments, skills and professional development of people employed in the sector, among other issues.
20 years in Barcelona
To commemorate its two decades in Barcelona, IBTM World 2024 presents a series of special activities. These include a unique experience at the Gran Via venue featuring pop-up shops with artisanal products, art exhibitions, and food trucks offering the best of local cuisine. The highlight of the celebration will be the welcome party designed in collaboration with the Barcelona Convention Bureau, which will take place tonight and will be open to all attendees.
During these 20 years in Barcelona, IBTM World has become the world’s leading platform for MICE professionals to discover the latest trends, make valuable connections and generate business opportunities. With a focus on innovation, sustainability and customer experience, the event aims to continue to be, from the Catalan capital, a catalyst for the growth and evolution of the global events industry.
Economic impact and relevance of the sector
IBTM World 2024 is taking place at a time of recognition of the economic and social impact of the business tourism industry. According to a study by the Events Industry Council in collaboration with Oxford Economics, the sector is valued at $1.6 trillion, making it the 13th largest economy in the world, if it were a country.
The MICE sector generates more than $2.8 trillion in annual commercial sales, surpassing global industries such as air transport and telecommunications equipment. However, beyond these figures, the true value of this sector lies in its ability to catalyze social change, foster innovation and create new business opportunities through dialogue, shared insights and human connections.
Barcelona, 19th of November 2024
Press department
Phone. +34 93 233 25 41-26 59
premsa@firabarcelona.com