For the 15th year in a row, DMC Vekol proudly represented the SEE region at IBTM Barcelona, showcasing the very best the hub has to offer in event management and destination services. This year more than ever we had the privilege of connecting with incredible event professionals from around the globe, discussing how we can bring their most daring visions to life. Held annually in the vibrant city of Barcelona, the fair gathers professionals from across the globe, offering a platform for networking, innovation, and collaboration.
As the leading destination management company in Serbia, Croatia, Slovenia, and Montenegro, we turned the spotlight to the region’s potential as a top-tier location for corporate events. From scenic Adriatic coastlines to dynamic cityscapes like Belgrade, our message was clear: the Balkans offer a unique blend of culture, hospitality and accessibility that make it a standout destination in the MICE landscape.
In other news: while IBTM Barcelona remains a cornerstone of the MICE calendar, offering the opportunity to connect with industry leaders, the fair’s format and focus areas could benefit from some reinvention.
One of the standout strengths of IBTM is its ability to gather a diverse pool of exhibitors and attendees, ranging from cutting-edge tech providers to traditional destination representatives. The hosted buyer program remains a highlight, facilitating in person meetings that often lead to significant business outcomes.
However, there’s always room for improvement. While there was no shortage of educational discussions and workshops, some felt the content leaned too heavily on general trends without diving into actionable insights or niche topics that could benefit specific regions or industries. Additionally, the exhibition floor feels overly crowded at times, making navigation challenging. A clearer segmentation of exhibitors by industry focus or geographical region could enhance the visitor experience.
Another notable gap was in the integration of sustainability practices. While many booths—including ours—emphasized ESG and green initiatives, the fair itself lacked clear efforts to minimize its carbon footprint or showcase best practices in sustainable event organization.
As the fair looks ahead to future editions, addressing these critical points could help solidify its position as a truly forward-thinking event.
