Quality not quantity is key to 2017 event success in North America, according to Reed Travel Exhibitions’ ibtm america.
Event director Jaime McAuley says two years of growth have led to a consolidation of North America’s meetings and events market in 2017, with spend predicted to remain stable.
Organisers of events that support the MICE market will need to ensure they focus on delivering quality content, ever stronger ROI for their partners and must clearly demonstrate additional value in order for their events to continue to prosper, according to the ibtm america team.
“Against a changing economic and political backdrop and an increasingly competitive marketplace, 2017 will see our customers focusing even more on value for money,” McAuley adds.
“ibtm america is a boutique event, designed in a ‘pod’ format to provide the optimum environment for a select group of elite industry professionals to make valuable new business connections,” she notes, explaining the show’s moving away from an open tradeshow to a 1:1 ratio of exhibitors to hosted buyers.
McAuley says that the event’s use of ‘matchmaking’ software creates a personalised diary of 100% mutually matched pre-scheduled appointments for each attendee. “This means that time is focused on meeting with people with whom there is a very high chance of doing business.”
McAuley says the decision behind moving the event to a different location each year was “to ensure the event can always offer something completely new and fresh for attendees. From a new pool of hosted buyers and exhibitors, to a different destination to explore and discover, the fact the event ‘travels’ is a mainstay of its success. Florida is one of the world’s top travel destinations and we’re looking forward to showcasing more of its magic during our event.”
This year’s event itinerary includes an opening Discovery Day and a number of networking events.
ibtm america 2017 takes place in Fort Lauderdale, South Florida, from 14 to 16 June. To register to be an exhibitor or to apply for a place as a hosted buyer, visit: www.ibtmamerica.com