People, Power, Potential - these were the organiser‘s topics for IBTM 2024 in Barcelona. But an extremely busy show floor visualised also industry challenges such as a net zero carbon MICE world from Barcelona to Malaysia or the use of artificial intelligence in the MICE industry.
by Urs Seiler || 27 November 2024
According to The Business of Events’ «Global Destination Report» the 2024 findings reveal that while the business events sector enjoys increased budget stability and significant economic impact in developed regions. The statement reflects the positive or shall we say euphoric mood from most of this year’s IBTM Barcelona, exhibitors and buyers alike.
The Singapore Tourism Board, who makes bold steps to become the world‘s top destination for MICE events and takes second position in ICCA‘s worldwide City ranking 2023 for MICE destinations, presented Leo, Singapore‘s very own holographic digital concierge, developed on the basis of AI. At IBTM 2024 Leo answered questions of Singapore‘s hosted buyers and assisted the real life Singapore presenter.
smartville digital spoke to some of the exhibitors at IBTM 2025 in Barcelona:
Dr Edward Koh (picture), Executive Director Singapore Tourism Board and visiting professor at Bangkok University International: «IBTM is a great show. The feedback of the participating partners has been positive. Singapore’s tourism is on its way to be carbon neutral by the year 2050». And on the use of artificial intelligence in the MICE industry: «Our artificial intelligence is in process, it is improving our potential, instead of replacing human intelligence.»
Digby Collins (right, with his wife at the left, East West Planners Pte Ltd (Singapore Stand): «We experience at lot of energy at this year‘s IBTM. Non-stop we have met buyers with usefull business to talk about.»
Vanessa Reis (picture), Head of the Zurich Convention Bureau, Switzerland, received the «First Winner of the ICCA Community Impact Award award» at IBTM: «I returned to Zurich completely energized, because the mood at our booth was electric and all our partner-exhibitors at the Switzerland stand extremely busy. I received the same feedback from the members and event planners of our ICCA Central European Chapter. IBTM has once more demonstrated how the people make our industry.»
Monaco sees the 25th anniversary of its iconic Grimaldi Forum and at the same time celebrates the extension of its Mareterra quarter, both on 16 January 2025. Sarah Ricoh (picture) of Monaco Tourism said: «We are very busy, I literally haven‘t had a break in speaking to buyers all day long, our customers too are full of appreciation of this year‘s edition of IBTM.»
Ariane Hiltebrand (links), Director of Sales & Marketing Miami Beach Convention Center (with Alex Batista, Greater Miami): «This was my first time at IBTM Barcelona. I was surprised about how many quality meetings for conventions, conferences and trade shows in Miami and Miami Beach Convention Centre we have had.»
The IBTM customer experience
IBTM is a benchmark for a customer orientated trade fair experience. It starts with the shows free and easy transport from Barcelona airport. The online experience too is very helpful, the show’s communication easy. The conference programme is very valuable, for me the speeches on how to handle LinkedIn with Julius Solaris and the keynote on China’s MICE market were the most enlightening. Needless to say that the networking opportunities at IBTM, thanks to the openness of the industry, are boundless.
IBTM’s valuable customer experience rubs off to its exhibitors. I’ve had many not arranged meetings, which is normally difficult to realise, because the exhibitors are busy meeting their buyers. Not every industry is this open, believe you me!
Both make the visitor’s life really easy.
Claudia Hall (picture), IBTM World Exhibition Director, said: «It’s been an absolutely thrilling three days, not least because we were celebrating a very special 20th anniversary in Barcelona, which only enhanced the feeling of camaraderie and togetherness.» She adds: «Our wonderful IBTM World community arrived with a thirst for knowledge, a hunger for opportunities, and an enthusiasm to make connections that will take the global events industry from strength to strength. It’s been an incredible gathering that reminds me just what a community we are in the events industry and how much we have to offer the world as a sector.»
But how did Leo (picture), Singapore Tourism‘s digital concierge react to my question, what his mood at IBTM 2024 is? He said: «IBTM is always an exiting world of innovation.»
TAKE OUTS
Vanessa Reis Honoured as First Winner of ICCA Community Impact Award
ICCA says: Her dedication to creating lasting impacts within the ICCA community as the driving force behind meaningful initiatives. As a key member of The Future of Healthcare Meetings Programme Committee, she played a central role in curating the educational content in addition to showcasing Zurich’s health ecosystem
Vanessa Reis said: «This award means so much to me, and it reflects my passion for creating sustainable and meaningful connections. It is of course an honour that goes to our whole team at Zurich Convention.»
Sonia Serracarbassa Wins JMIC Profile & Power Award 2024 for Transformative Leadership in the Business Events Industry
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