The Scotland stand attracted high footfall and strong engagement from buyers, partners and industry peers.
As one of the world’s major business events tradeshows, IBTM World provided a valuable platform for Scotland’s engagement with the international marketplace.
Across the three-day event, the Scotland stand attracted high footfall and strong engagement from buyers, partners and industry peers. Despite exhibiting on a smaller stand with a select group of key partners, the team reported a very successful show, generating a healthy pipeline of leads and renewed interest in future opportunities.
Scotland’s presence was warmly received, and its return was regarded very positively. With major bidding cycles for 2026 already underway, the timing proved ideal for conversations around new programmes, partnerships and destination developments.
VisitScotland’s Head of Business Events, Neil Brownlee, participated in the IBTM World Forum for Advocacy, hosted by The Business of Events.
Off – site activity in Barcelona
On the eve of the exhibition, senior industry leaders, including VisitScotland’s Head of Business Events, Neil Brownlee, participated in the IBTM World Forum for Advocacy, hosted by The Business of Events. Delegates from more than 20 countries met to advance a shared ambition: securing global recognition of business events as catalysts for social and economic progress, beyond traditional tourism metrics.
The week also featured a Britain-wide associations evening, where VisitScotland joined partners from VisitBritain, Meet in Wales and MeetEngland, alongside representatives from 18 UK cities. Attendees from priority sectors such as life sciences, healthcare, academia and architecture discussed evolving requirements, upcoming bids and opportunities for collaboration. Organisers described the event as a valuable platform to highlight national strengths, strategic capabilities and the wider UK business events proposition.
The VisitScotland Business Events team also attended an IHG InterContinental showcase, providing further promotional opportunities for Edinburgh and Scotland’s capital city.
