IBTM World 2025 Set for Record African Participation and Expanding Global Exhibitor Line-Up
The international meetings and events industry is gearing up for a landmark edition of IBTM World 2025, scheduled to take place at Fira de Barcelona from November 18 to 20. Building on the momentum of its successful 2024 edition, this year’s event is poised to deliver its most diverse and dynamic showcase yet, with a wave of new international exhibitors and the strongest African presence in over a decade.
New destinations are making their debut on the IBTM World show floor, including West Hollywood, the Cayman Islands, and Fiera Milano. European capitals such as Sarajevo and Sofia are also joining for the first time, while Astana, the capital of Kazakhstan, returns after several years’ absence. The event will also welcome back VisitScotland and Buenos Aires, both rejoining the global line-up, and see the debut of Abercrombie & Kent DMC, further expanding the international DMC representation.
For the African continent, IBTM World 2025 marks a turning point. The event will feature the largest African showcase in more than ten years, with South Africa, Morocco, Egypt, and Rwanda all returning with expanded stands. They will be joined by Rainbow Tourism Group from Zimbabwe and a host of new and returning partners from across Africa. Notably, Business Class, a new Moroccan DMC, will make its debut, while the Uganda Convention Bureau returns after a year’s break, accompanied by ten partners. The Tunisia Convention Bureau is also set to participate for the first time in over a decade, joined by ten partners, highlighting the continent’s renewed commitment to the global meetings and events sector.
The cruise sector is also making waves at this year’s show, with several cruise line exhibitors joining for the first time. Norwegian Cruise Line, City Cruises—offering unique event experiences on London’s River Thames—and Century Cruises, which provides river and coastal journeys across China, Japan, and Vietnam, will all be present, reflecting the growing importance of cruise tourism in the global events landscape.
Hotel representation at IBTM World continues to grow, with the Hotel Pavilion welcoming an expanded roster of both international chains and boutique groups. Wyndham Hotels, Seibu Prince Hotels & Resorts, The Kimberly Hotel, and Impulsive Group are all set to make their debut appearances. They will join returning independents such as The Muse New York, Regnum Carya, The Ritz-Carlton Tenerife, Abama, and Viceroy at Ombria Algarve, ensuring a broad spectrum of accommodation options for event planners and buyers.
Innovation remains at the forefront of IBTM World’s agenda. In the event technology and services sector, Newhotel Software, vFairs, and Cvent will join the exhibitor line-up for the first time, underscoring the industry’s ongoing digital transformation. The Meetings & Events Support Association (MESA) will return with a significantly expanded stand, more than doubling the number of participating suppliers compared to last year, further enhancing the event’s reputation as a hub for cutting-edge solutions.
Claudia Hall, IBTM World Exhibition Director, expressed her enthusiasm for the event’s continued growth and diversification: “The addition of new destinations, hotel brands, and event service providers—alongside the largest African presence in more than a decade—highlights the strength and global reach of our industry. IBTM World 2025 is shaping up to be one of our most dynamic editions yet, and we look forward to bringing the world together once again in Barcelona.”
For Africa’s meetings and events sector, this expanded participation is more than symbolic. It signals a renewed drive to capture international business, foster cross-continental partnerships, and showcase the continent’s diverse destinations and capabilities to a global audience. With new and returning exhibitors from across Africa, the event offers a unique platform for networking, knowledge exchange, and business development—key ingredients for future growth in the region’s MICE (Meetings, Incentives, Conferences, and Exhibitions) industry.
As IBTM World 2025 approaches, the African travel trade is encouraged to leverage this unprecedented visibility, explore new collaborations, and position their destinations and services at the forefront of the global business events community. The event’s record-breaking exhibitor line-up and innovative programming promise to set new benchmarks for the industry, reinforcing IBTM World’s status as the essential gathering for the world’s meetings and events professionals.
