Research confirms Italy as top destination of interest among hosted buyers attending ibtm world

12 May 2016


Research confirms Italy as top destination of interest among hosted buyers attending ibtm world

Research conducted following ibtm world 2015 ( has confirmed Italy to be a top destination of interest, with over two-thirds of Hosted Buyers selecting the country as a key destination for placing business.

Francesca Saviano, an official at the City of Naples, who exhibited with their own stand for the first time commented, "Our participation at ibtm world provides us with an important opportunity for the City of Naples to meet buyers from all over the world. Exhibiting at the show also allows us to showcase the artistic, cultural and historical heritage of the city and showcase Naples as an ideal destination for hosting business incentives, events, congresses and meetings.”

The increased popularity of Italy as a key European MICE destination has also been supported in a recent report issued by Pacific World which found Italy to be ranked as the most popular MICE destination in the EMEA region (2015 Global Destination Index), with meetings and incentives being the most requested events.

European, North American and Middle Eastern meeting planners are showing an increased interest in the destination, due to its geographic centrality, recent economic and political stability and direct flight connections.

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 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.

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