Ahead of IBTM World, which takes place next week at Fira de Barcelona, Spain, the IBTM team has asked attendees what makes attending the show and in-person connections so important. Answers to the question range from building a sense of community and strengthening relationships to sparking unexpected conversations and fresh ideas.

Community and belonging

The value of coming together lies as much in the people, shared experiences and collective energy as it does in the business opportunities created. According to the Events Industry Council’s 2026 research, 70% of respondents considered relationship-building through face-to-face interaction the event outcome most difficult to replicate, with a further 12% specifically identifying community, trust and emotional engagement as being directly tied to face-to-face interactions.

“There’s always a special feeling when the global meetings industry comes to your home city,” says Albert Bonjoch, Catalunya Convention Bureau. “It’s a chance to reconnect with friends and colleagues from across the world, discover new ideas and feel the incredible energy that makes our industry so special.”

For Martin Boyle, CEO, IAPCO, community is a key reason to attend. As well as offering a platform to launch new products and services, for him “equally valuable is the opportunity to reconnect with our global community of Members, Partners and industry colleagues. IBTM World brings together the people and organisations shaping our profession, creating space for meaningful conversations, stronger relationships and new opportunities for collaboration.”

Serendipity and discovery

“You can’t underestimate the importance of meeting someone in person,” says Joris Boässon Borger, International Conference Advisor, The Hague & Partners. “Sometimes a quick coffee or an unexpected conversation can lead to a really interesting opportunity further down the line. And that’s ultimately why we’re there: to build relationships and turn those conversations into future business.”

Alistair Turner, Managing Director, Ei8ht Pr & Marketing agrees about the variety of possible unexpected encounters at a face-to-face event: “Every moment has value. Productive business meetings, brilliant education, catching up with old colleagues, and meeting stakeholders. You learn, you meet, and you do business. At the end of it all you feel frazzled, enriched, nourished and in a much better place personally and professionally than when you walked through the door.”

Joris adds: “IBTM is one of those events where you can have a very full diary and still end up having some of your best conversations completely by chance.”

Making meaningful connections

Max Fellows, founder of Allpoints, says one of the drivers for attending is the opportunity for quality connections: “Everyone’s there. Agency owners, buyers, suppliers, investors, all in one place for three days. You can have more useful conversations in three days in Barcelona than in months of calls back home.”

Albert Bonjoch, Catalunya Convention Bureau, agrees: “In just a few days, you can strengthen existing relationships, discover new opportunities and gain valuable insights into the latest trends shaping the industry,” says “The concentration of decision makers and international buyers makes it an essential event for us.”

Robert Wright, founder and chief executive, The Business of Events, says: “As well as Barcelona being one of my favorite cities to visit, and taking the opportunity to eat some great seafood at my favourite place in the Mercado La Boqueria, I’m really looking forward to connecting with our clients and partners during the week who are both exhibiting and visiting the show. The ability to meet with so many people over a such a short period of time makes it a really valuable experience.”

“IBTM World brings together the right people, expertise and opportunities under one roof. It is about building long-term partnerships and turning international connections into future business,” says Nuno Santos, Venue Manager, Arena Liga Portugal.

IBTM World 2026 runs November 17th to 19th in Barcelona, Spain. To register to attend as a visitor go to ibtmworld.com.