Reed Travel Exhibitions (RTE) will rebrand its Latin America MICE event ICOMEX after acquiring the trade fair in 2014.
ICOMEX 2015, which closes in Mexico City today (26 August), will be the last edition before the event is renamed ibtm Latin America.
“With the change of name, we are truly part of the international ibtm events portfolio and specifically we can now adopt many of the brand values that support each event,” said David Hidalgo, ibtm Latin America show director.
“For example, the global themes for the ibtm knowledge programme can be used specifically for our region, combining local and regional emphasis as well as an international flavor.
“Equally we will benefit from the expertise in delivery of world-class Hosted Buyer programmes and have access to the ibtm and RTE sales network so that we can further grow our exhibitor and planner community,” Hidalgo added.
A new hosted buyer recruitment strategy for ibtm Latin America 2016 is expected to generate growth in south and central America, as well as drawing interest from international markets including Spain, Germany, France, UK, US and Canada.
A focus on attracting international buyers is also predicted to boost international supplier numbers at the event, especially representatives of destination marketing organisations and convention and visitors bureaus who want to meet regional planners.
Organised by a team based Mexico City, ibtm Latin America is the eighth event in the ibtm events brand, joining: ibtm America, ibtm China, ibtm India, ibtm Africa, ibtm Arabia, ibtm World, and AIME.
Dates for ibtm Latin America 2016 are yet to be announced.