Middle East takes spotlight as IBTM World opens in Barcelona
DUBAI – The opening day of IBTM World Barcelona 2025 set the tone for three dynamic days of global collaboration, showcasing how talent, technology and sustainability are shaping the future of the events industry.
The annual business events exhibition has drawn 2,500 exhibitors from more than 150 countries, joined by over 300 hosted buyers, with thousands of pre-scheduled meetings expected across the three-day event.
The IBTM Trends Report opened the show, revealing how AI, skilled talent, and environmentally responsible practices are increasingly driving event strategy, planning and execution worldwide. The European region had a strong presence, with Spain as the host country, supported by exhibitors from Portugal, Italy, France and the Netherlands showcasing their destination capabilities and event infrastructure.
However, industry attention also shifted towards the Middle East and Africa, with Dubai highlighted as one of the fastest-growing global hubs for business events, innovation and sustainability-focused experiences. Experts and exhibitors emphasised that the region is not only adopting new global trends but actively shaping them.
Over the next two days, IBTM World Barcelona will continue to explore how these innovations will influence the future of events in the Middle East, Africa and beyond – with updates and insights to follow from Barcelona.