Ever heard of IBTM? If not, let us introduce you to one of the most exciting and inspiring events in the world of business and events. IBTM stands for Incentives, Business Travel, and Meetings, and it’s the go-to event for professionals in the MICE industry (that’s Meetings, Incentives, Conferences, and Events). Organized by RX Global, IBTM World happens annually in Barcelona and brings together thousands of professionals to connect, learn, and create better business opportunities.
This year, SSM Barcelona had the chance to attend the event for the very first time. Having already experienced the DeepTech Summit and SmartCity Expo, we thought we had a good idea of what to expect. But wow—were we wrong! IBTM World was like nothing we’d ever seen before.
A Global Experience Like No Other
Imagine stepping into a massive venue packed with 2,500 exhibitors from across the globe, each representing their country or organization with unique displays. From the moment we walked in, it was sensory overload in the best way possible. Every booth seemed to compete for attention, and we were thrilled to explore the cultures, technology, and creativity on display.
- Japan greeted early birds with personalized Kanji calligraphy frames, creating a keepsake you’d treasure forever.
- Korea kept the crowd entertained with a fun twist on the Squid Game classic, Red Light, Green Light—interactive and nostalgic!
- Thailand drew in large crowds with energetic bingo games and prizes.
- Meanwhile, countries like Egypt, UAE, and Morocco wowed us with opulent setups showcasing their rich cultural heritage.
Walking through the event felt like traveling the world in one afternoon. Each booth invited you to experience their culture through food, drinks, music, and technology. If you came hungry, no worries—sampling the delicious offerings from Colombia to Canada was more than enough to fill you up.
Freebies? Oh, They’ve Got Freebies
Sure, every conference has freebies, but at IBTM, the giveaways were next-level. Special shoutout to Abu Dhabi, which stole the show with its generosity. Here’s what they brought to the table:
- Date sampling and traditional Arabic coffee–a delicious cultural experience.
- A calligraphy station where your name was beautifully written in Arabic script.
- A henna tattoo booth, giving attendees intricate and temporary souvenirs.
- A perfume station offering a sensory journey through the exotic fragrances of the Middle East, complete with free samples to take home.
What We Took Away
We arrived at IBTM World sleepy, hungry, and in need of caffeine. We left buzzing with energy, arms full of freebies, and minds packed with new knowledge about the MICE industry. For our students, the event was an eye-opener:
The MICE industry is more than just planning conferences—it’s about creating experiences that bring people together, foster innovation, and celebrate diversity. From event management and hospitality to marketing and cultural liaison roles, the opportunities are vast and exciting.
Why You Should Care
If you’re someone who loves travel, culture, and creativity, or if you’re looking for a career that lets you connect with people globally, the MICE industry is calling your name. IBTM World is the perfect place to see what this industry is all about—and who knows? It might just spark the inspiration you need to pursue a career that’s as dynamic as you are.
