Barcelona: 20 Years of IBTM World and a New Vision for the Future Of Events

Magazine:
HQ Global
20th Jan, 2025
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Interview
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For the past two decades, IBTM World has called Barcelona home, a partnership that has shaped the legacy of one of the world's leading MICE trade shows and established the city's reputation as a global hub for business events. Beyond IBTM World, a broad portfolio of flagship events, from the influential Mobile World Congress (MWC) to ISE (Integrated Systems Europe) and the upcoming Vitafoods Europe, have solidified Barcelona as a destination of choice for event planners worldwide.
Under the leadership of Christoph Tessmar (pictured on the right), Director of the Barcelona Convention Bureau, the city continues to evolve, attracting events in sectors as diverse as technology, medicine, food and sustainability. In this interview, Tessmar reflects on Barcelona's ability to attract and deliver world-class congresses, the growing focus on legacy projects and strategies to address challenges such as overtourism and sustainability, ensuring that every event leaves a meaningful, lasting impact.
 

This year marks the 20th anniversary of IBTM World in Barcelona. How do you view these two decades, and what impact has the trade show had on the city’s MICE sector?
 

Christoph Tessmar

Christoph Tessmar: These 20 years have been remarkable. IBTM World's decision to move from Geneva to Barcelona opened up new opportunities for the show and the city itself. For our Bureau, IBTM is more than a trade show; it is a platform to showcase Barcelona's venues, hospitality and cultural offerings to thousands of exhibitors and hosted buyers.
 
The impact on Barcelona is immense. IBTM attracts thousands of exhibitors, buyers and delegates each year, directly stimulating the economy and reinforcing Barcelona as a destination of choice for international events. It has shown that the face-to-face format remains relevant and effective, and Barcelona has proven to be the perfect partner for this success. Of course, like any long-running event, the journey has had its challenges, but I would highlight 2021 during the COVID pandemic. It was one of the first major international shows to return in a smaller but significant format. That edition demonstrated the resilience of the industry and our commitment as a destination. People come here to do business, build relationships and explore opportunities. Barcelona, with its cultural appeal, strategic location and strong infrastructure, has been the perfect host.
 
 
Barcelona has successfully attracted major trade fairs such as ICE (gaming industry), Vitafoods Europe (nutrition), and Labelexpo (label and packaging printing). What factors have made Barcelona so appealing to these organisers?
 
It is the result of excellent teamwork. Fira Barcelona, other venues in our city and our Convention Bureau have worked tirelessly to attract these events. Many trade shows were growing and needed a destination to accommodate them, and Barcelona proved to be the right choice. The city’s strategic location, world-class venues, excellent transport connections, and strong support from local authorities make it a natural choice. Organisers look at events such as the Mobile World Congress or the Smart City Expo World Congress, where delegate numbers continue to grow and trust their events will succeed here. Add to this Barcelona's appeal: a city renowned for its gastronomy, Mediterranean climate and cultural life.
 
 
Legacy is becoming increasingly important for events. Can you share specific examples of how congresses have positively impacted Barcelona?
 
Legacy is at the heart of what we do. It is about ensuring that events bring lasting value to the host city. This January 2025, we are officially launching the Barcelona Legacy Program, with the goal of delivering 10 high-impact projects over three years.
 
The 6th World Parkinson Congress in 2023 is a fantastic example of this. We worked with national, regional and local police, public transport companies and local businesses to train staff on how to support people with Parkinson's. Over 3,000 delegates attended the congress and today taxi drivers, airport staff, restaurants, hotels and police officers in Barcelona are equipped to support the 300,000 people affected by Parkinson's in Catalonia. This initiative has left a lasting social impact on the city.
 
Another example is the MWC Donation Room, where materials from MWC are collected, reused and donated to social and cultural projects. This year alone, 5 tonnes of materials, including furniture and equipment, were redistributed to local organisations, supporting families and community initiatives.
 
Barcelona has also seen technological advances thanks to events like MWC, which introduced 5G technology to local hospitals. Surgeries carried out using 5G benefit local citizens, but these results must be better communicated to the local community. This is a real, tangible legacy.
 

Bringing Barcelona Closer to the Everyday Lives of Parkinson's Patients!

With nearly 500 congresses hosted in 2024, Barcelona continues demonstrating its versatility as a MICE destination. What are your expectations for 2025, and can you highlight events across different sectors?
 
The diversity of events in Barcelona is one of our greatest strengths. In 2025, we anticipate another strong year, building on our record-breaking performance. Flagship events such as MWC Barcelona, ISE, and the Smart City Expo World Congress will return, further consolidating the city's position as a global hub for technology and innovation.
 
The medical sector remains a cornerstone of our success. Next year, Barcelona will host major congresses such as the World Congress on Lung Cancer, Multiple Sclerosis, Cardiovascular Radiology, Rheumatology and Nuclear Medicine. For example, the European Congress of Cardiology, which we hosted in 2023, attracted thousands of delegates, but the series of satellite meetings organised by professional associations and societies further increased the reach and economic impact of the congress on the city.
 
Looking to the future, we are actively identifying opportunities in emerging sectors such as artificial intelligence, biotechnology and sustainability. Events such as the Smart City Expo World Congress are a great example of Barcelona's leadership in these areas. At the same time, we are working closely with Barcelona City Hall, whose new administration is developing a strategy focused on key industries. As a convention bureau, we are aligning our efforts to support this vision, working hand-in-hand with local business networks to identify new opportunities, both domestic and international, to attract events that align with the city's long-term goals.
 
In the food sector, events such as Vitafoods and Seafood Expo Global underline Barcelona's ability to host large-scale trade shows in various industries.
 
 
At IBTM World, you participated in a panel addressing overtourism, a global challenge for popular destinations like Barcelona. How is the Barcelona Convention Bureau tackling this issue, particularly within the MICE sector?
 
Overtourism is a global challenge, and our approach is rooted in better communication and improved advocacy. We need to explain the benefits events bring to the local community. For instance, headlines that focus solely on the economic impact of an event can create a disconnect; citizens ask themselves, “What’s in it for me?”
 
For example, rather than simply stating the economic impact of events like MWC, we must communicate how these benefits are invested back into the city, such as funding projects, creating jobs, and improving infrastructure. MWC has transformed the city into a global tech hub, benefiting locals directly. For example, 5G-enabled surgeries in hospitals are a direct outcome of hosting MWC. Smart City Expo World Congress promotes innovation in urban sustainability, directly aligning with the city’s climate goals.
 
It is also about managing perception. When locals see people walking around with event badges, they need to know these delegates are not just consuming but contributing to Barcelona’s economy, knowledge-sharing, and social initiatives. By improving how we communicate these benefits, we can change perceptions and showcase the positive role of business events.
 
 
What message would you like to share with the international events community about Barcelona, especially as it navigates challenges like political situations, strikes, and other disruptions?
 
Barcelona has faced challenges, but our resilience has always prevailed. Despite political unrest, strikes and even a terrorist attack, we have remained one of the world's top MICE destinations, consistently appearing in the top 5 of the ICCA rankings and in the top 10 of the UIA rankings, the only non-capital city to make it to the top.
 
This success is not the result of luck or chance. It results from strong stakeholder collaboration, a commitment to excellence and a city that continues to evolve and offer new opportunities for event planners. As we celebrate 20 years of IBTM World, our message to the events community is clear: Barcelona is alive, kicking and ready for the future. 
 
Barcelona's ongoing success as a global MICE destination lies in its ability to balance heritage with forward-thinking innovation. Led by Christoph Tessmar and the Barcelona Convention Bureau, the city continues to attract flagship events in technology, medicine, food and sustainable development, while driving initiatives that leave a meaningful legacy for its population.
 
From hosting long-running events to new events in artificial intelligence and biotechnology, Barcelona is adapting to global trends while proving its ability to deliver world-class infrastructure, expertise and local commitment. Beyond iconic venues and urban appeal, the province of Barcelona opens up new horizons for planners. From renovated landmarks to unique venues in town and the Baix Llobregat region, Barcelona offers new opportunities that re-invent what it means to host successful, impactful events.
 
For an in-depth look at Barcelona's ever-changing offering (in the heart of the city and its metropolitan outskirts), read our recent fam trip report. It highlights some of the city's newest venues, revitalised landmarks and the unexplored potential of Baix Llobregat and beyond, proving that Barcelona is more than a destination. It is still a source of inspiration for meeting planners worldwide.
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