In November 2025, the Barcelona Exhibition Centre hosted the subsequent international business tourism exhibition “IBTM WORLD” (Incentives, Business Travel & Meetings).
In November 2025, the Barcelona Exhibition Centre hosted the subsequent international business tourism exhibition “IBTM WORLD” (Incentives, Business Travel & Meetings), which is a huge meeting platform for representatives of the MICE sector.
Latvian companies operating in business tourism and related fields participated in the event. Such events are important for Latvian exporters and representatives of the business tourism industry as they offer the opportunity to develop new partnerships and expand market opportunities.
Results of the Latvian delegation
Fifteen representatives of the tourism industry participated with positive results at the Latvian national stand at the internationally significant forum. They made contacts, strengthened existing relationships with partners, and participated in previously planned meetings and events aimed at sharing experience. The participants of the Latvian stand obtained a total of 534 business partner contacts, of which 153 showed interest in further cooperation. In addition, an agreement was reached on 36 potential events that could take place in Latvia, thus highlighting the potential for the country’s economic development.
The scope and experience of the IBTM WORLD forums
IBTM WORLD is a MICE industry exhibition and B2B “stage” that annually brings together thousands of participants, where event customers and service providers (destinations, conference centres, hotels, DMCs, event technology companies, etc.) meet in one place. IBTM WORLD stands out with a structured “matchmaking” approach and pre-planned meetings, where the organisers select buyers even before the event and create a customised meeting schedule.
Growing interest in IBTM WORLD
The organisers are pleased to acknowledge that IBTM WORLD 2025 was an excellent event, ensuring the most innovative, comprehensive and commercially influential exhibition in its history. Almost 12,000 participants from all over the world presented their offers, shared their experiences, and participated in meetings in the exhibition hall over three days. According to the organisers, a record number of pre-planned meetings took place during IBTM WORLD 2025 – more than 79,000, which is 8% more than in 2024.
New attendance records
Organisers indicate that this year’s event achieved good results across almost all indicators. Almost 2,500 exhibitors visited the international business tourism exhibition, which is one of the largest in the history of the event. The number of participants who visited the exhibition again also increased by 12%, thus confirming the growing interest in the deal-making potential of this forum. In addition, 49% of Hosted Buyers participants came from countries outside Europe, highlighting the growing global impact of IBTM WORLD.
Looking to the Future
The annual participation of Latvian MICE industry representatives in such events is particularly important, as business tourism decisions and purchases often have a long preparation cycle and results are achieved gradually. At the same time, participation gives representatives the chance to follow market trends, compare competitors’ performances, and adjust and develop Latvia’s proposal to attract higher value-added events and strengthen competitiveness in the international market.
