07 Dec IBTM World: a trade fair that really works
In a context of global economic uncertainty, the trade fair industry in Spain has experienced a notable slump, due to lack of investment and exhibitors as well as an evident drop in trade fair attendance. Despite this, following Intracon Spain’s participation in IBTM World, we believe that we have found an oasis in the trade fair industry desert. As a trade fair, IBTM World really works.
It works because of its international outlook and attendance by representatives from more than 144 countries, accounting for a 20% increase in participation compared with the event in 2017. This set a new record of 77,650 previously scheduled business meetings, which took place over the three days of the event.
It works because it is the leading benchmark event of the MICE industry, an industry that generates 13 billion euros in Spain annually, with a forecast growth of 30% for 2018. These data attest to its big business capacity and repercussion both worldwide and in Spain.
It works because of the premium attendees, consisting of highly qualified experts with high purchasing decision power, which are essential for active and successful participation in events of this type.
It works because of its revolutionary trade fair concept and because of everything that is generated around it, including events and conferences with top class professionals, as well as events targeted at young entrepreneurs and awards in current and significant areas, such as technology.
It works because of the way it is organised, especially regarding events and incentive travel, which clearly require products and services to be presented through networking and face-to-face contact. At IBTM World, we were able to witness first-hand the impressive creative capability of some exhibitors in achieving this goal.
It works because it is hosted in Barcelona and because it is an ideal platform to combine business and venue opportunities, which are essential for the growth of the events industry.
Most importantly, it works for Intracon Spain because it is a world showcase offering new services for event organisation, such as road shows, incentive travel, congresses, conferences and team building events. What is more, as a comprehensive agency that is geared towards more than just event management, Intracon Spain has been able to adapt for attendees’ varying needs to provide marketing, learning and design related solutions.
As previously mentioned, IBTM World is more than a trade fair, and numerous other events such as conferences, talks, exhibitions and award ceremonies took place around IBTM World. Highlights included the panel organised by MPI (Meeting Professionals International) “Women and Leadership”, in which Intracon Spain participated directly. Four female leaders from the MICE industry, including Carolien V. Kroon (Intracon Spain’s Event Director), discussed the role of women’s leadership today. Carolien summarised this perfectly when she stated, “Talent ignores gender”.
Intracon Spain’s participation in IBTM World has had a positive impact on its image and brand recognition, as well as on business opportunities created. Many companies from around the world visited our stand to find out what we do.
Through participating at the event, we can conclude—as trade fairs are always a fairly accurate gauge—that the MICE industry is currently thriving. As far as Intracon Spain is concerned, the IBTM World trade fair really works.