Investing in exhibition space at leading trade shows such as IBTM World remains one of the most significant budget lines for national tourism organisations. A stand is both the visual signature of a country and a functional working environment during several intense days of scheduled and spontaneous meetings.
It has to be a place where visitors feel welcomed and comfortable, while representatives of convention bureaux, DMCs, and congress & conference venues can effectively build relationships, discuss event planning and create business opportunities.
Walking around this year’s IBTM, I found myself searching for the “perfect stand”. But does it actually exist? And what makes an exhibition stand truly outstanding?
Awards or Not – Excellence Still Shows
It is a pity that IBTM no longer presents awards for the best stands — the last time was in 2023, when Abu Dhabi won Best Stand Personnel, Hard Rock International was recognised for Best Stand Activation, Germany won Best Large Stand, and Meliá Hotels International took home Best Stand. These distinctions helped set benchmarks for quality.
Today, exhibitors rely even more on strategic planning, proactive outreach, and stand experience design to stand out in a competitive show environment.
Success Starts Before the Show Opens
The best exhibitors know that trade show success begins weeks before arriving on site. Pre-scheduled meetings remain essential, as IBTM strongly rewards proactive engagement over passive waiting. A busy calendar is often a reflection of good preparation.
Comfortable Meeting Zones: The Heart of Every Professional Stand
Whether scheduled or spontaneous, meetings require spaces that encourage focus and facilitate relationship-building. Comfortable seating, appropriate lighting, good acoustics, and even subtle scent marketing can significantly influence visitor perception.
Some exhibitors opt for semi-private or fully enclosed meeting rooms, enabling more confidential discussions. Technical functionality is equally important: power access, wifi, screens or tablets for presentations, note-taking space, and easy access to printed or digital materials. These details may seem small, but they directly impact the flow and effectiveness of conversations.
Visual Identity: Design That Builds a Destination’s Brand
A stand must reflect the destination’s identity through high-quality materials, craftsmanship, and coherent branding. While location on the show floor can be strategic, strong design can overcome even less favourable positioning.
Elements such as an elegant welcome desk, a clear layout with marked exhibitor partners, and personalised team introductions (including photos and short bios) immediately raise professionalism and visitor confidence.
QR codes and digital touchpoints are especially valuable for introverted visitors or those who prefer paperless information.
Activations and Installations: Creating Emotional Impact
Stand activations attract participants, media and event video crews. They may use new technologies, including AI-driven installations (Spain once again featured an interactive booth this year), or rely on simple emotional experiences.
Anyone who visited IMEX this year surely remembers the friendly llama at Peru’s stand — an instant social-media magnet.
High-quality coffee remains a timeless crowd-puller, as do “Instagrammable spots” designed for eye-catching photos and reels. Ideally, the destination’s storytelling should be embedded in the stand design, communicated consistently by the team and reflected in all audiovisual materials.
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Presentation Zones and the Power of Local Flavours
An effective stand separates exhibitor space from the presentation area, where cities, regions or service providers host sessions. This same zone can later turn into a stage for activations or happy hour gatherings.
Gastronomy plays an equally crucial role. Local flavours connect people and often tell the destination’s story better than words. If you serve food, serve it well: skilled chefs, high-quality ingredients, attractive presentation, and glass or eco-friendly packaging.
People Make the Stand
No design, no matter how impressive, can succeed without a competent, warm and energetic team. A stand is a strategic tool for building a destination brand — fostering trust, inspiration and meaningful connections.
If a country is known for its hospitality, the trade show stand is precisely where that reputation must shine. It requires energy, but it is worth it.
Ultimately, even the most beautiful stand is only decoration if it lacks a clear strategic purpose.
Which Stands Stood Out at IBTM This Year?
Several stands captured my attention, including those from Ireland, Slovenia, Brazil, Budapest, Hong Kong, and Morocco. Abu Dhabi deserves a separate category due to its significantly larger budget.
Best Large Stand: Canada
For me, Canada was the clear number one among the large stands this year. Natural wood surfaces, an elegant reception counter with a cut-out maple leaf, soft red carpets, and comfortable meeting spaces both inside and outside the stand created a warm and authentic atmosphere.
A large green plant wall with the white lettering “Canada, naturally”, a dedicated F&B area, and a professional presentation zone completed the experience. Functional, cohesive and unmistakably Canadian.
Best Small Stand: Estonia
Estonia has impressed me for years. Their stand proves that even on a limited footprint you can include all essential functions without losing clarity. Shades of green symbolising nature, vertical hanging panels evoking forests, and a new set of rolled elements created a minimalist yet memorable environment. Open, accessible, and inviting – anyone could step directly into the “Estonian forest”.
The Stand of Your Dreams: Purpose Above All
Even the most beautiful stand is only decoration if it lacks a clear strategic purpose. The ideal stand does not have to be the biggest or the most expensive. It should be well-designed, comfortable for everyone, supportive of meaningful conversations and emotionally engaging presentations — a place that naturally attracts people.
Because in the MICE industry, people are always the most important.
About IBTM World Barcelona
IBTM World 2025 concluded last week on an exceptional high, delivering its most innovative, immersive, and commercially successful edition to date.
Over three high-energy days, nearly 12,000 industry professionals from around the world gathered on a show floor alive with breakthrough ideas, experiential activations, and a record-breaking 79,000+ pre-scheduled meetings – an 8% increase compared with 2024.
This year’s edition set new benchmarks across key metrics:
- Nearly 2,500 exhibitors, marking one of the strongest exhibitor line-ups in the event’s history.
- A 12% rise in returning participants, reflecting the growing value IBTM World delivers to both buyers and suppliers.
- 49% of Hosted Buyers travelling from outside Europe, underlining IBTM World’s expanding global reach.
