Here are six takeaways from last week’s IBTM in Barcelona.
- Significant Presence in the USA: The international standing of IBTM World 2024 was bolstered by Hall’s statistic indicating that 10pc of visitors this year would hail from the United States.
- Overall Growth: There was a 23pc increase in buyers attending the event, with a total of 2,550 exhibitors from 120 countries. Compared to the 2023 edition, more destinations and hotels participated in the show, attracting 12,000 attendees.
- Influence of Social Media: Event directors from Amazon and TikTok were part of a select group of prominent corporate event leaders participating in the show’s workshops. Notably, the fastest-growing demographic on TikTok consists of users over 35, with more than 30pc of individuals aged 60 and above engaging on social media platforms.
- Targeted Outreach Strategy: The event’s strategy included efforts to increase participation from specific target groups, particularly event marketers, for whom the show’s “Exceptional Experiences” feature was specifically designed.
- Building Credibility: The Advocacy Forum, held the day before the event, was attended by seventeen ministers from various countries, enhancing the credibility of the show.
- Commitment to Barcelona: Organizers RX have shown no signs of losing interest in Barcelona, with Hall informing CMW that they are pleased to remain in the Catalan capital under the current contract, which extends through 2025 and potentially beyond.
