‘Business is back at IBTM World in Barcelona’, say organisers RX Global

RX Global, organisers of the IBTM World 2023 MICE industry show in Barcelona, that drew to a close, 30 November, have hailed it as their most successful edition yet. Organisers said 132,000 connections were made at a show that drew 2,250 exhibitors from 150 countries, as well as almost 4,000 buyers. IBTM World’s smart technology was on show, including introducing a new guidance tool, WalkMe, to its matchmaking platform, opening up the platform to visitor buyers for the first time, and launching the Exhibitor Dashboard which enabled exhibitors to evaluate the impact of their connections in real time. Yugashnee Naicker, group manager (Sales) at Peermont said: “IBTM has always been a very successful show for us – we meet with serious buyers here and can really see the return on our investment. In the first two days of the event, I’ve already issued two contracts and have four further excellent leads. It was especially good to see a lot of corporate buyers because it shows the industry really is in full swing again. It’s been a great show.” Recognising changemakers, and their imaginative ideas, has been the essence of this year’s #CultureCreators campaign, the organisers noted. Yassine Belamine, a hosted buyer and founder of Quantum Corporate, commented: “This year marks my fifth year at IBTM World and the connections and suppliers we’ve met at this event have consistently led to significant business opportunities. I have no doubt that this year’s event will yield similar fruitful collaborations.” The Impact Stage, in partnership with The Business of Events, made its debut as a best-in-class showcase of the exciting work that destinations, hotels and tech suppliers are doing in areas including sustainability, D&I, experience, and design. Attendees explored Workplace Revolution, a campfire-style space where delegates continued conversations with inspirational figures in a more relaxed atmosphere. A hub for wellbeing, ‘Refuel’, in partnership with EventWell, also provided attendees with a zen-like space to relax and recharge their physical and mental batteries. The launch of multiple reports revealed a fascinating insight into the future of the industry, as well as its latest market trends. This included the IBTM World 2023 Culture Report, which explores the increasing pressure event professionals feel in todays’ work-from-home culture, and the impact of this on the events industry. The annual IBTM World Industry Trends Report, authored and presented by Alistair Turner, MD of Eight PR & Marketing, took a deep dive into the shifting demographics of the events landscape, the growing impact of AI and personalised technology on the industry, and the importance of diversity and inclusion in aiding creativity and attracting talent. The Business of Events, a global think tank and policy platform for the business events industry, also launched its annual Global Destination Report. Its highlights, amongst other key insights, included the economic importance of business events, a collective need for increased advocacy and government understanding of the value of the sector, and the necessity of nurturing business event legacy. This is as well as identifying common threats to the sector such as climate and sustainability, economic factors, political unrest, and geographical accessibility. Claudia Hall, announced as IBTM World event director, just a few weeks before the show said: “Experiencing my first IBTM World as event director during such a successful edition has been incredibly exciting. The event plays a pivotal role in bringing together the business and professional events community to network, do business, share successes from the past year and plan for the future. The wonderful delegates, exhibitors and buyers I’ve had the privilege of engaging with over the last three days have been inspiring in their ideas, energy and positivity for the events industry. Our pioneering speakers have challenged, stimulated and inspired us with a passion and commitment that is infectious. “I would like to extend my warmest thanks to Barcelona Convention Bureau and Fira, Barcelona, who have been outstanding venue partners over the last 19 years and, without whom, IBTM World wouldn’t be what it is today. I can’t wait to do it all again next year.” The understandable excitement from RX Global’s leadership team is understandable given how far the industry has come back this year and the show was certainly busy and business was clearly being done. That must be slightly tempered by the fact that some famous old faces were missing this year, including Tourism Australia, Visit Scotland and some Middle East stalwarts. Ongoing fighting in Ukraine and the Gaza Strip is another elephant clearing another hole in the room, but, all in all, the industry did turn out in force on Gran Via this week and drove the debate forward on many fronts and topics.