Post show research confirms Spain as top destination of interest among hosted buyers attending ibtm world

06 May 2016


Post show research confirms Spain as top destination of interest among hosted buyers attending ibtm world

Post show research conducted following ibtm world 2015 ( has confirmed Spain to be a top destination of interest, with over two-thirds of all Hosted Buyers selecting the country as a key destination for placing their future business.

The increased popularity of Spain as a key European MICE destination has also been supported in ICCA’S most recent rankings, where Spain was ranked as the 2nd most popular destination globally for MICE and Barcelona and Madrid were ranked as the #2 and #3 most popular cities globally.

The UK, Germany, and France are the country’s strongest source markets within the EU, while Spain is also gaining traction with North American planners. Meetings are the most requested event type, followed by incentives and corporate conferences.

“Throughout the years, ibtm world has become a strategic player, helping destinations to market themselves, improving their effectiveness and creating bridges within the meetings industry. Exhibiting at such a trade show, is key to helping our industry move forward and stay one step ahead,” says Ignasi de Delàs, President of European Cities Marketing. “As Europe’s leading city marketing association, our constant role is to improve cities’ competitiveness and help to create attractive and world class city destinations. We can only encourage our members to showcase themselves at ibtm world,” he concluded.

Graeme Barnett, Senior Exhibition Director, ibtm world commented, “It’s great to receive such positive feedback from exhibitors, and see them taking advantage of all the opportunities we provide. Overall feedback from exhibitors who attended ibtm world 2015 has been positive, with 100% of exhibitors stating attending ibtm world is important to their business, and 96% of exhibitors stating they are likely to attend again this year.”

56% of Hosted Buyers who attended last year had a spending budget of over $1 million, and among those buyers conferences/meetings venues, destination management services, destinations and hotels were the most popular products, while conferences/meetings, incentive travel, business travel and conventions/congresses were the most popular types of events organised.

Last year, ibtm world’s decision to extend its commitment to Barcelona as host city was met with overwhelming positivity from both suppliers and buyers, with the choice of destination reinforcing Barcelona’s attractiveness for international meetings and events as well as recognising Spain as a leading MICE destination.

The Director of External Business for the Fira de Barcelona, Pere Camprubí commented, “ibtm world’s decision to remain in Barcelona is good news not only for the institution but especially for Barcelona as the leading city in the field of business tourism and its international promotion.”

To learn more about exhibiting at ibtm world 2016, please visit