Liverpool at IBTM World Explained

The girls arrive at the Fira Convention Centre

This week Liverpool Convention Bureau and ACC Liverpool jetted off to Barcelona for 3 days of back-to-back appointments at IBTM World.

Now we know this probably just sounds like another acronym to you – so we’re going to explain IBTM in a more exciting way… with images!

IBTM – (Incentives, Business, Travel and Meetings) is one of the leading global events in the conference and meetings industry. At the event you’ll find two main attendees; they are exhibitors and buyers. 

IBTM World is held at the Fira Convention Centre in Barcelona and welcomes over 15,000 buyers. 

Exhibition Hall

The halls are large and filled with unique exhibition stands from all over the world. The hall is sectioned by continent. 

Exhibitors and Buyers

Exhibitors are made up of conference venues, cities and countries. Buyers are representatives from large businesses and associations who are looking for potential countries, cities and venues to hold their annual conference, meetings or incentives. 

At the show, buyers meet with exhibitors to discuss holding their conferences and events in the respective countries, cities or venues. 


Appointments are pre-scheduled via an ‘exhibitor portal’ – Where buyers can request to meet with exhibitors to discuss their needs. 

A busy exhibition stand showing one to one meetings

Buyers will head to the exhibition stands and meet with representatives – in our case Rachael or Suzanne. Rachael and Suzanne will show potential clients a showreel of the city and discuss their event needs, whether they’re looking for a conference hall or a glass-house in a park. 

On Stand Presentations

While at IBTM Liverpool is joined by colleagues from across the country including Leeds and Harrogate, Knowsley Estate and Virgin Trains to name a few on the official ‘Meet England.’ stand which is organised by Visit England.

Buyers are invited to ‘on-stand’ events. While at the show, there was a daily presentation and video from the Meet England team on the country and what is has to offer. 

There was also an event from the ‘Delegate Wranglers’ – A networking and drinks reception on-stand which gives new opportunities to meet with potential buyers outside of the traditional one-to-one appointments. 

Key Notes

While at the show there are a number of opportunities to attend key-note speeches and learn from other destinations. For our Digital Manager Jess, this was a great opportunity to hear from Napoli Convention Bureau on how they worked on an influencer campaign. 

Other topics included new technology, event marketing techniques and being sustainable.

A key note presentation

See us in Action! 

Here’s a quick snippet of the teams IBTM experience.


For more information on IBTM World and working with Liverpool Convention Bureau please get in touch with our Head of Business Tourism, Jennifer Jensen on jjensen@lccdigitalserver.co.uk.