IBTM, a world-leading showcase for the meetings and events industry, has revealed the first details of its new Culture Roadshows initiative, designed to explore how destinations use their unique cultures to create potential for events.
IBTM World 2022 will take place at Fira, Barcelona, from November 29 to December 1 with the theme of ‘culture creation’ permeating the event, from the inspirational Knowledge Programme sessions to the networking events. The organisers say the culture roadshows have been devised to discover and showcase destinations whose unique cultures create exceptional experiences for event delegates.
David Thompson, Event Director, IBTM World, said: “The business events world has adapted to a more disparate working environment post-pandemic, but this has left a gap where business culture would usually be. This presents a huge opportunity for events and destinations to step in. An event is so much more than a place to connect, it’s now a place where business culture lives, and we want to find those destinations which are offering delegates unique and enriching cultural experiences and showcase what they have to offer.”
IBTM is calling for destinations to complete a short online application detailing their destination’s unique culture, any culture-based initiatives or campaigns, and activities or FAM trip experiences to wow first time visitors to the destination. The featured destinations will be highlighted in editorial and social media content in the run up to, and during the face-to-face event in Barcelona.
The Culture Roadshows initiative is open to those destinations which have signed to exhibit at IBTM World by September 7, 2022.