As part of its focus on culture creation, IBTM has revealed the first details of its new Culture Roadshows initiative, designed to explore how destinations use their unique cultures to create unlimited potential for events.
IBTM World 2022 will take place in Fira, Barcelona, from 29 November to 1 December with the theme of ‘cultural creation’ impregnating the event, from the inspiring sessions of the Knowledge Program to the networking events. The organizers say that the cultural roadshows are designed to discover and show destinations whose unique cultures create exceptional experiences for the event’s delegates.
David Thompson, director of events at IBTM World, comments: “The world of business events has adapted to a more diverse work environment after the pandemic, but this has left a gap where business culture would normally be. This presents a great opportunity for events and destinations to intervene. An event is much more than a place to connect, now it’s a place where business culture lives, and we want to find those destinations that offer unique and enriching cultural experiences to delegates. and show what they have to offer”.
IBTM calls on destinations to complete a brief online application detailing the unique culture of their destination, any initiatives or campaigns based on culture and activities or familiarization travel experiences to surprise those visiting the destination for the first time .
The featured destinations will be featured in editorial and social media content before and during the face-to-face event in Barcelona.
The Culture Roadshows initiative is open to those destinations that have signed up to exhibit at IBTM World before September 7, 2022.