IBTM World 2026 Sees Major Destinations Expand their Presence

Major business events destinations are expanding their presence at IBTM World 2026, with several established exhibitors increasing stand space and partner representation ahead of the show, which takes place at Fira Gran Via in Barcelona from 17–19 November.

VisitScotland is making the most significant expansion, increasing its stand by 162% and almost tripling the number of partners it will bring to the event, from five to 14. Egypt will increase its stand by 76%, while Italy’s national tourism organisation, ENIT, is expanding its presence by 12%.

Five European destinations — Madrid, Majorca, Cyprus, Romania and Basque Country — are each increasing their stand space by around 30% to accommodate additional stand sharers. Switzerland, CzechTourism, Hungary, Austria and Poland are also expanding their footprints by at least 10%.

The expansion comes alongside a high level of exhibitor retention. More than 85% of this year’s suppliers are returning to IBTM World, according to the organisers, with the larger representations suggesting that established exhibitors are also using the event to bring more partners and products into their presence.

New destinations, hotels and travel brands

The 2026 edition will also introduce a number of new exhibitors. Visit Sweden will make its first appearance with its own stand, alongside an expanded group of partners.

The hotel sector will see several newcomers, including ESS Group from Sweden, M Hotels: Marseille & Paris from France, Amrâth Hôtels from the Netherlands and W Rome from Italy. Luxury travel company Explora Journeys will also make its IBTM World debut.

The event’s Hotel Pavilion is expanding, bringing together returning brands alongside new participants. Gothia Towers, based in Gothenburg, has progressively increased its presence at the show: after exhibiting within the Hotel Pavilion in 2024 and as part of Sweden’s stand in 2025, it will return in 2026 across both the Visit Sweden and Hotel Pavilion areas.

Wyndham Hotels & Resorts will return for a second year, while Hard Rock Café is also returning. UK hotel group Aviator will make its debut in the Hotel Pavilion.
 

Technology takes a larger role

Technology will occupy a larger footprint at IBTM World this year, with the Event Tech & Services Area expanding to give providers across technology, production, engagement, data and event services access to senior planners looking for new solutions.

The programme will include AI Demo Day Live by Boldpush, featuring live demonstrations from AI startups, event technology innovators and solution providers. The Future Stage will also explore the implications of artificial intelligence for events.

Meanwhile, IBTM Ignite, delivered in partnership with allpoints, will connect more than 30 startups with more than 15 investors, as well as potential customers and partners. The programme will combine pitch and investor-readiness coaching with a meetings diary featuring guaranteed appointment blocks and a live Future Stage pitch.

The initiative is designed to give emerging companies a route into the business events market while connecting buyers and investors with new products and services.

MESA (Meetings & Events Support Association) will also attend with 20 sharers, including Conference Compass, CrowdComms, CTI Meeting Technology, CYIM, Entegy, ESTENSIS, Qondor, InvitePeople and Snapsight.

Business marketplace at the centre

For Claudia Hall, Exhibition Director at IBTM World, the growth in exhibitor presence needs to be considered alongside the commercial purpose of the show: connecting suppliers with relevant buyers.

“Exhibitors need more than visibility; they need access to the right buyers and a clear return on their investment. IBTM World is first and foremost a business marketplace, with pre-scheduled meetings at its heart. The fact that more than 85% of suppliers are returning, while many are taking larger stands and bringing more partners, is a powerful vote of confidence in the quality of the audience and the opportunities the event creates.

“For 2026, we are making the wider experience work harder around those meetings. Live product demonstrations, practical conference content, startup pitches and more ways to continue conversations across the show floor will help exhibitors show their value in action and help buyers make better decisions. We want IBTM World to set the standard for what a modern exhibition can deliver: serious business, useful learning and connections that continue beyond the event.”

More than 2,500 destinations, hotels, venues, event technology suppliers and event startups are expected to attend IBTM World 2026, with more than 12,000 event professionals expected to take part across three days of scheduled appointments, product discovery, learning and networking.

The combination of larger destination stands, new exhibitors and an expanded technology programme reflects an event increasingly structured around both the traditional business of destination and supplier meetings and the emerging technologies and services shaping how those meetings are delivered.
 

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.