Summer in Ljubljana
Photo credit: Luka Esenko

IBTM World, the leading global event for the meetings, incentives, conferences and events industry, that annually takes place in Barcelona, hosted the event this year online – for the very first time. The first-ever IBTM World Virtual has closed with nearly 13,000 business meetings having taken place and almost 8,300 meetings and events professionals attending over the course of the three-day event, which this year took place fully online. Ljubljana Convention Bureau has been participating at the IBTM World for more than 20 years, and so it has this year too.

Of the Hosted Buyers that attended, 30 per cent were new to the IBTM portfolio. Over 700 exhibitors attended from all over the globe, each carrying out an average of over 19 meetings with Hosted Buyers over the course of the show. The Ljubljana Convention Bureau carried out in total 25 meetings with clients from all over the world, including France, England, Germany and the USA. These were mostly corporate clients with particular interest in the incentive travel offer.

Besides the incentives, the Ljubljana team focused on the regional markets, especially Poland and Hungary as the regional clients expressed a great interest in Slovenia and its capital. Reasons laying in the country’s geographical proximity, high-quality accommodation oportunities and experiences offered, and the fact that Ljubljana is still considered a fresh destination in these countries.

»For the Ljubljana CVB the IBTM 2020 was very successful and exceeded our expectations,« says Ljubljana CVB. Nevertheless, they acknowledge that live meetings are different, more authentic, and possibly of higher quality, therefore they are looking forward to this trade show taking place in Barcelona again next year.