Graeme Barnett
EIBTM senior exhibition director

1. How do you measure ROI for B2B exchange at EIBTM?
There are a number of ways in which we can measure and monitor the ROI for exhibitors taking part in EIBTM. Firstly, each year we conduct post show qualitative research with all of our exhibitors, to gain a clear understanding of how the show helped them meet their business objectives. We also delve deeper, by asking exhibitors what they would like to see and what they would change. This information allows us to evolve the show in such a way that it continues to meet the growing demands of meetings industry suppliers from across the globe.

We also measure ROI through the level of quality Hosted Buyers we achieve on the show floor and the number of pre-scheduled appointments which are generated. Ultimately, suppliers are there to do business and so the more relevant meetings they can have, the better. We also pride ourselves on the powerful EIBTM network, which we have worked to build across the globe. Each year, the show attracts no less that 15,000 meetings industry professionals.

2. How do you measure stakeholder satisfaction in the B2B exchange at EIBTM?
Our stakeholders are one of our biggest assets and we work to do everything possible to make them feel valued and appreciated, because without them, EIBTM would not continue to evolve and be regarded as one of the leading events in the sector. We work very closely with the likes of Barcelona Convention Bureau, Pacific World (our DMC), Fira de Barcelona, Barcelona City Government, Gremi d’Hotels and numerous other partners who help us to maximise Barcelona as a destination, which in turn enables us to offer the best environment possible. The local stakeholders combine to form our Executive Council which meets twice a year to ensure the planning process is as detailed as is possible and ensure the stakeholders are part of our extended family. We also have an Advisory Board, which is comprised of a number of senior industry figures who represent key areas of  the industry. The Advisory Board provides valuable insight about many aspects of the event, including their own and the organizations for which they represent satisfaction.

Mr. Joan Gaspart, President of the Barcelona Tourisme Convention Bureau (who are the lead stakeholder from the city’s perspective): “Barcelona as a European city has a lot of promise for the future, both in terms of the meeting industry and the tourism industry, as many have discovered the potential of the Catalan’s capital. Our continued involvement with EIBTM helps us to reinforce our assessment”.

3. What is the level of public funding for EIBTM and what is the local economic participation?
It is not possible to comment on the share of public funding EIBTM receives but it is fair to say that Barcelona and its stakeholder partners support us in our efforts to deliver a highly successful event for all. In turn, it is estimated that EIBTM generates over €50million annually for the local, regional & national economy, which is a significant ROI for any public funds used to help deliver EIBTM

4.  How do you implement quality control of the project?
We work very closely with all the organisations involved in delivering EIBTM, from travel and hotels to the show build, furniture and logistics, all of whom have service levels and quality standards to adhere to.  A good example of this is with the Fira de Barcelona . Our Operations Team work very closely with the in-house venue management team and the multitude of contracted service partners to ensure every aspect of EIBTM is planned with the customer in mind and to the highest specification levels possible. In the same way, our Hosted Buyer team works with a selected number of travel and accommodation partners to ensure the quality of experience provided is seamless and of a very high quality.  We rely heavily on many service partners to deliver the EIBTM service and it is important those service providers are treated like part of the family – that leads to ownership and high levels of customer care, something we pride ourselves on.

5.  Are you in favour of using independent auditors to evaluate EIBTM?
Absolutely, each year we have the trade show figures independently audited by ABC (, which then allows us to produce a report and certificate, highlighting the exact number of unique attendees who were present at the show over the course of the three days.

We ensure the event is independently audited, as we believe this enables us to be completely transparent to all of our stakeholders and attendees. As a result, it allows all attendees the opportunity to make informed decisions about the benefits and value that EIBTM can bring to businesses, and in fact, the wider meetings industry in general.

Graeme Barnett
EIBTM senior exhibition director


EIBTM is one of the largest events organized exclusively for the events and meetings industry.  The city of Barcelona plays host to this international trade show where leading professionals and decision makers from the industry gather for a period of three days to meet and network with other players, participate in informative seminars and discussions and interact with each other in a business environment which is dynamic and focused.


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