The Catalunya Convention Bureau successfully participated in IBTM World 2024, the leading international trade show for the meetings and business events industry, held in Barcelona. Its participation in this event, with a shared booth alongside more than 40 Catalan companies and organizations, was a unique opportunity to showcase the capabilities and offerings of Catalonia for the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry.

IBTM World 2024 exceeded the success of the previous edition, with over 73,000 pre-scheduled business meetings, a 23% increase compared to 2023. In addition to the scheduled meetings, many other spontaneous business exchanges took place in the exhibition hall, demonstrating the immense dynamism of the sector.

The business travel show also recorded a significant increase in attendance, with a 16% rise in total visitors compared to last year. Additionally, the number of Hosted Buyers grew by 22%, reaching over 2,350 exhibitors from more than 120 countries. These figures reflect the growing interest in establishing business relationships and exploring new opportunities within the meetings and events sector.

During the event, the Catalunya Convention Bureau engaged with professionals from around the world, highlighting the numerous options that Catalonia offers as an ideal destination for congresses, events, and incentive travel. The fair also served as a key platform for learning about the latest industry trends and establishing collaborations with companies from all over the world, reaffirming the Catalunya Convention Bureau’s commitment to promoting the region and developing the MICE sector.