IBTM World, one of the world's leading trade shows for the meetings, incentives, conferences, and events (MICE) industry, was held from the 19th to the 21st of November, 2024, in Barcelona. It provided a perfect platform for networking and creating new business opportunities. Croatia's national tourism board's stand hosted 27 exhibitors, including the convention bureaus of Dubrovnik, Zagreb, and the Croatian National Tourist Board (CNTB), alongside representatives from hotel chains and specialized DMC agencies.
According to organizers, IBTM World 2024 gathered 2,350 exhibitors and over 4,000 buyers (hosted buyers) from 120 countries, marking an 18% increase in buyers compared to 2023. Notably, there was a 63% increase in new buyers, reflecting a growing global interest in MICE destinations like Dubrovnik.
Networking and an Intensive Schedule
The Convention Bureau of the Dubrovnik Tourist Board achieved impressive results with 50 meetings during the event, 43 of which were pre-scheduled through an advanced matchmaking platform. The greatest interest came from key markets such as the USA, UK, Australia, Canada, France, and Germany, specifically for organizing events in the next three years, and even as far ahead as 2029/2030. Many of the contacts already led to specific inquiries, which were immediately forwarded to Dubrovnik’s hotels that also participated in the trade fair – Valamar Dubrovnik, Adriatic Luxury Hotels (ALH), and Sun Gardens Dubrovnik.
On the second day, CNTB hosted its traditional networking event at the Croatian stand with travel partners and organizers. Activities included prize draws, offering rewards like overnight stays at Valamar, Sun Gardens, and ALH hotels in Dubrovnik, as well as one-day DubrovnikPass cards, fostering stronger ties with partners.
Sustainability in MICE: Dubrovnik as a Role Model
As part of the City DNA Meetings Industry Knowledge group meeting, known as the CVB cafe, which is typically held alongside major MICE trade fairs such as IBTM or IMEX, Dubrovnik was highlighted as an example of good practice through the Respect the City project.
The meeting was attended by over 60 convention bureau representatives divided into working groups. Each table was moderated by a member of the Meetings Knowledge Group, who later presented conclusions on topics such as Legacy and Impact, AI and Data Integration, CVB Organizational Structures, Sustainability and Tourism Management, Collaboration and Knowledge Sharing, and Employee Retention and Satisfaction.
Romana Vlasic, representing the Convention Bureau of the Dubrovnik Tourist Board, participated in discussions on "Sustainable Tourism and Destination Management." The dialogue highlighted the MICE industry's role in promoting sustainable tourism, showcasing Dubrovnik's approach through the Respect the City initiative, which was later included in the meeting's conclusions.
Innovation, Technology, and Collaboration for a Brighter Future
IBTM World 2024 set new standards by integrating technology into business events. Tools like the Lead Booster app and Colleqt QR system allowed exhibitors and visitors to maximize networking and business lead generation opportunities.
Innovative programs demonstrated the potential of collaboration to inspire progress and innovation. This included the Exceptional Experiences program, designed to support event and marketing professionals in crafting experiences that drive business growth. It featured speakers from renowned companies such as Amazon, TikTok, and Canva.
The Hotel Pavilion, a dedicated exhibition space for independent and small group hotels, debuted this year, hosting over 400 hotels.
The Forum for Advocacy initiative brought together leaders, policymakers, industry associations, and academics to discuss the economic and social impact of global business events. Discussions focused on how such events could counter challenges like overtourism and climate change by positively contributing to local communities.
Dubrovnik's participation in IBTM World 2024 delivered exceptional results, further cementing the city’s reputation as a prestigious MICE destination. The meetings and contacts established in Barcelona signal a thriving future for Dubrovnik’s meeting industry in 2025 and beyond.