Multiple major business travel destinations are set to increase their presence at IBTM World this year, including VisitScotland, which is increasing its stand size by 162%. Demonstrating the strong value exhibitors place on attending IBTM’s flagship show, more than 85% of this year’s suppliers are returning to the event, which takes place at Fira Gran Via in Barcelona from 17-19 November 2026.
Big-name returning destinations with larger representation this year include Egypt, with a 76% larger stand, and the Italian National Tourism Destination, ENIT, with a 12% bigger stand. Meanwhile, VisitScotland is not only significantly increasing its stand size, it is almost tripling the number of partners it brings to the show, from five to 14.
Five leading European destinations – Madrid, Majorca, Cyprus, Romania and Basque Country – are all increasing their stand space by around 30% this year to accommodate more stand sharers. Further growth is being seen across the event, with Switzerland, CzechTourism, Hungary, Austria and Poland all expanding their footprint by at least 10%.
Alongside a strong core of returning and expanding suppliers, IBTM World will welcome several debut suppliers this year, including Visit Sweden, which will make its first appearance with its own stand and an expanded group of partners. New hotels at the show will include 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.
Reflecting its continued appeal as a dedicated showcase for the hotel and hospitality sector, the Hotel Pavilion is set to be bigger and more diverse than ever this year, bringing together a strong mix of returning and new brands. Gothia Towers, the Gothenburg-based hotel, has steadily increased its presence at the show, having exhibited within the Hotel Pavilion in 2024 and as part of Sweden’s stand in 2025, before making an expanded return this year across both the Visit Sweden and Hotel Pavilion areas. Wyndham Hotels & Resorts will return for its second year, while Hard Rock Café is also back, and UK hotel group Aviator will make its Hotel Pavilion debut.
IBTM World is also expanding its Event Tech & Services Area, giving providers of technology, production, engagement, data and service solutions direct access to senior event planners actively seeking new tools.
AI Demo Day Live by Boldpush will feature live demonstrations from AI startups, event technology innovators and solution providers, alongside Future Stage sessions exploring how artificial intelligence is reshaping events.
Delivered in partnership with allpoints, IBTM Ignite will connect more than 30 startups with 15+ investors, as well as potential customers and partners. Participants will receive pitch and investor-readiness coaching, a meetings diary with guaranteed appointment blocks and a live Future Stage pitch, giving emerging companies a practical route to build their profile and pipeline.
MESA (Meetings & Events Support Association) will attend with 20 sharers including Conference Compass, CrowdComms, CTI Meeting Technology, CYIM, Entegy, ESTENSIS, Qondor, InvitePeople and Snapsight.
Claudia Hall, Exhibition Director, IBTM World, said: “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.”
Over 2,500 destinations, hotels, venues, event tech suppliers, and event startups are expected to attend this year’s event, to meet with more than 12,000 event professionals from across the globe for three days of scheduled appointments, product discovery, practical learning and networking.
Author: Kizzy Allott
Kizzy Allott is Publisher at Event Industry News, where she has been a driving force behind the brand for over a decade. With a deep understanding of the events sector and a passion for storytelling, Kizzy leads the platform’s commercial and content strategy, connecting the industry through news, insights, and meaningful conversations. She is dedicated to championing innovation, amplifying industry voices, and ensuring event professionals stay informed, inspired, and future-focused.
