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One of the last shows XDS got involved in 2023 was IBTM in Barcelona, the biggest and brightest stage for the global meetings industry. If you’re an event professional, Barcelona was the place to be that week.
IBTM World 2023, the largest edition yet, is brimming with innovation and the electric buzz of a record-breaking number of exhibitors from every niche of the travel, tourism, and events industry.
Hotels, tour operators, tourism offices, you name them, they’re showcasing their best at this bustling hub.
But it’s not just about exhibition space and industry giants; it’s about #culturecreators. How, you ask? Well, let’s dive in.
As an Exhibitions and experiential marketing enthusiast, the evolving dynamics of trade shows fascinate me, especially given the push for more sustainable and inclusive experiences. The IBTM World Congress, under the theme “Inspiring events for better business results”, has truly taken this to heart. I’m particularly excited about a segment from this year’s program known as The Impact Stage, championing sustainability and experience design, a testament to the event’s dedication to being more than a networking platform.
It’s about driving change and forging a future where the events industry isn’t just surviving; it’s thriving with intent. And within this future-focused venue, there’s a new player – Workplace Revolution, a sphere designed for meaningful connections, acknowledging the significance of wellness in high-energy settings like IBTM. Speaking of which, the Re-Fuel wellness center, a zen oasis for attendees, aligns perfectly with the rising trend of valuing mental well-being alongside professional growth. And we, event professionals, really value that! Now, what about the returning titans? The Main Stage is back and better, featuring a line-up of speakers who explore the latest industry trends. And here’s a collaboration that caught my eye – an evening of marketing wizardry with The Thought Partnership, renowned for their work with iconic brands like Cannes Lions and Dow Jones.
If you’re in the business of events and looking for fresh insights on engagement and innovation, this is unmissable. With growing exhibition space bookings, spots like Meet In Ireland and Meet Boston are set to unveil their new brands.
The Croatian National Tourist Board returns, highlighting Croatia’s rampant growth in the European meetings sector. And speaking of Europe, have you heard about Melia Hotels International’s latest Barcelona venture? Or Romania’s Backstage Production Group’s debut? Both are evidence of a vibrant, expanding European event landscape.
But let’s get real – events are nothing without their soul, and David Thompson, Director of Events at IBTM World, encapsulates this beautifully. He asserts, “Business events can be a profound force for change, both economically and socially. Events are also a place to build communities and create vibrant, positive cultures.

The IBTM World Congress isn’t just a meeting ground; it’s a movement, shaping cultures and nurturing the driving forces of business. So, if you’re about creating culture or forging lasting industry relationships, see you in Barcelona next year again! This isn’t just another trade show; it’s a cultural phenomenon.

Published on the 7th December 2023.