Regular participation in international business tourism forums is essential to ensuring the visibility, competitiveness, and long-term export growth of Latvia’s MICE industry.
Regular participation in international business tourism forums is essential to ensuring the visibility, competitiveness, and long-term export growth of Latvia’s MICE industry. This is also evidenced by one of the world’s most significant MICE trade shows –IBTM World – which took place in November 2025 in Barcelona at the Fira Barcelona Gran Via exhibition centre, bringing together thousands of event buyers and service providers from around the world.
Latvian companies and organisations operating in business tourism and related fields also took part in the event. Industry forums of this scale are vital for Latvian exporters and service providers, as they offer the opportunity to meet event buyers (corporate clients, agencies, and associations) in one place, build new partnerships, and strategically develop markets beyond the Baltics.
The scale and experience of the IBTM WORLD forum
IBTM WORLD is a MICE industry trade show and B2B “stage” that each year attracts thousands of participants, where event buyers and service providers (destinations, conference centres, hotels, DMC, event technology companies, etc.) meet in one place. IBTM WORLD stands out for its structured matchmaking approach and pre-scheduled meetings, where organisers select buyers in advance and create a tailored meeting schedule before the event.
2025 marked the 38th edition held in Barcelona, where the event took place under the theme “People. Power. Potential.”, emphasising the human factor alongside technology and efficiency.
IBTM WORLD – growing global influence in business tourism
The event organisers were pleased to report that IBTM WORLD 2025 concluded with outstanding results, delivering the most innovative, comprehensive and commercially impactful edition in the show’s history. Over three days, nearly 12,000 participants from around the world showcased their offers on the exhibition floor, shared experience and took part in scheduled meetings. According to information published by the organisers, IBTM WORLD 2025 saw a record number of pre-scheduled meetings – more than 79,000, which is 8% more than in 2024.
New attendance records
The organisers note that this year’s event delivered strong results across almost all indicators, as the international business tourism trade show welcomed nearly 2,500 exhibitors – one of the highest figures in the event’s history. The number of returning participants also increased by 12%, underscoring growing interest in the deal-making potential of this forum. In addition, 49% of Hosted Buyers came from countries outside Europe, highlighting IBTM WORLD’s increasing global reach.
Innovation and industry development impulses
In 2025, a new element was introduced: IBTM Ignite – a platform connecting start-ups with investors, mentors and industry decision-makers, with a focus on event technology, including solutions for audience engagement and sustainability.
In parallel, other thematic zones were also further developed, such as the Hotel Pavilion and the content programme Exceptional Experiences, which focuses on an experience economy approach to event creation.
Latvian delegation results
At this internationally significant forum, 15 industry representatives took part in Latvia’s national stand with strong results, building new contacts, strengthening existing relationships with partners, participating in experience-sharing events, and attending pre-scheduled meetings. Collectively, Latvian stand participants secured 534 business partner contacts, 153 of which expressed interest in further cooperation. In addition, agreements were reached on 36 potential events that could take place in Latvia, signalling a potential contribution to the country’s economic development.
Latvian companies’ vision of participation in IBTM WORLD
The significance of a regular presence at an international forum of this scale in practical terms for Latvian companies is explained by representatives of four companies. ATTA CENTRE Managing Director Jevgenija Puļķe represents the conference and events venue segment; IMPRO inbound tourism department travel consultant Kristīne Tālberga represents inbound and group tourism services; Baltic Incentive Travel representative Jānis Meldrājs represents the corporate, incentive and business travel (MICE) segment; while Latvia Tours project manager Arta Blumberga represents tourism project management and destination marketing.
The long-term importance of participation in relevant forums
A common conclusion runs through these company views: IBTM World is not a mechanism for quick deals, but a platform where long-term relationship-building and consistent follow-up with contacts are decisive. Puļķe emphasises that in the MICE industry – especially in the case of large events – the planning cycle can last several years, so results are often not measurable immediately after participating in trade shows. Tālberga highlights regularity as a prerequisite: even if cooperation does not materialise right away, consistent participation strengthens visibility and, over time, makes it easier to turn initial cooperation into concrete deals. Meldrājs adds that annual participation not only enables new contacts to be established, but also helps maintain momentum in ongoing projects, whose maturation may take more than a single season. Meanwhile, Blumberga stresses that the choice of an event venue is often planned several years in advance, therefore regular involvement helps sustain trust and interest in the destination and its offer.
Different perspectives on one platform
Within a single trade show, companies look for different cooperation partners depending on their specialisation. ATTA CENTRE primarily targets associations, agencies and international event organisers who assess infrastructure, the reliability of the supply chain and the destination’s overall professional capacity. IMPRO works with small- and medium-scale events such as team-building programmes, themed activities and pre-/post-conference trips. Baltic Incentive Travel highlights IBTM WORLD as a platform for long-term cooperation, where it is possible to meet both existing partners and proactively drive the development of new projects in one place. Meanwhile, Latvia Tours focuses on targeted B2B meetings with international conference and corporate event organisers, showcasing Latvian and Baltic offers and developing tailored MICE solutions.
Buyers choose practicality and added value
The observations made by Latvia’s delegation representatives show that buyer preferences are changing – they are choosing quality, authenticity and added value. IMPRO representative Tālberga notes that clients increasingly seek not only a sightseeing programme, but also participation and an authentic experience: discovering regions, local culture and crafts, as well as activities that go beyond the usual offer. In the corporate segment, interest is growing in closer destinations that are logistically convenient and have predictable costs. Latvia Tours project manager Blumberga adds that this year there has been a particularly strong increase in demand for higher value-added events, combining a business programme with local experiences. ATTA CENTRE Managing Director Puļķe stresses that attracting larger-scale events requires demonstrating not only the venue and technical provision, but also a reliable network of cooperation partners, as decision-makers assess a destination as an integrated supply chain. Baltic Incentive Travel representative Meldrājs emphasises that in this context, IBTM WORLD helps to better understand buyer needs and adapt the offer accordingly – especially where programme quality and meticulous delivery are decisive.
Why face-to-face meetings are still crucial in the MICE industry
Although technological solutions are increasingly on the industry agenda, representatives of all the companies emphasise the importance of face-to-face meetings. The Managing Director of ATTA CENTRE believes that direct communication and personal meetings remain a decisive factor in the MICE field – meeting in person is the most effective way to align client interests, strengthen reputation and build trust, which largely underpins interest in offers. IMPRO’s representative acknowledges that at large-scale trade shows there is, in theory, a risk of getting lost given the sheer number of participants; however, regular participation helps companies become more recognisable and maintain a dialogue with partners for whom mutual familiarity and experience matter. Latvia Tours project manager notes that personal contacts often become the starting point for cooperation, which in practice may only be realised after several years.
State support and the benefits of a joint stand
IMPRO’s inbound tourism department travel consultant Tālberga highlights in particular the importance of state support – the opportunity to take part in Latvia’s joint national stand is crucial for the company, as an individual presence at a trade show of this scale is often not financially viable. The joint stand also promotes Latvia’s visibility as a destination: for an international buyer, it is important first to see the country’s overall offer, and only then to choose specific service providers. Latvia Tours project manager Blumberga likewise emphasises that the support provided by LIAA for the national joint stand makes it possible, within just a few days, to meet a wide circle of potential and existing partners and effectively promote the attraction of MICE events.
With a view to the future
The experience of ATTA CENTRE, IMPRO, Baltic Incentive Travel and Latvia Tours confirms that IBTM WORLD is not a one-off marketing activity for Latvia, but a long-term process on the MICE market. Although their areas of focus differ – from attracting venues and major events to DMC services and the development of incentive programmes – these companies are united by the understanding that results are achieved gradually. It is precisely by engaging regularly in major international forums, high-quality meetings and consistent follow-up that increases the chances of attracting high value-added events and strengthens Latvia’s competitiveness in the international MICE market.
Priorities have been set, so Latvian companies must prepare for the next phase of work. The organisers have announced the 2026 dates, confirming the event’s continuity and long-term importance for the industry. IBTM WORLD 2026 in Barcelona is scheduled to take place from 17 to 19 November. Next month’s article will present the views of the remaining stand participants.
