TÜROB Takes Part in the IBTM World Barcelona 2025 Fair

The Association of Turkish Hoteliers (TÜROB) is taking part in the IBTM World Barcelona 2025 fair, to be held in Barcelona, Spain, on 18–20 November 2025. TÜROB, together with the Istanbul Chamber of Commerce (İTO) and the Istanbul Convention and Visitors Bureau (ICVB), will be located in Hall 3, at stand E10. 

IBTM World is regarded as one of the most important meeting points for MICE tourism (Meeting, Incentive, Congress, Exhibition) worldwide. Bringing together thousands of destinations, hotels, event planners and tourism professionals each year, the fair sets the direction for congress and meeting tourism on a global scale. 

In her assessment of the fair, TÜROB President Müberra Eresin emphasised the strategic importance of MICE tourism for Türkiye with these words:  "MICE tourism is not merely about organising meetings or events; it is a strategic field that directly contributes to a country's economic development, city branding, and the sustainable diversification of tourism.

Congress participants increase the economic multiplier effect of the destination by experiencing the culture of the cities they visit. Türkiye, especially in cities such as Istanbul, Antalya, İzmir and Bursa, is in a globally competitive position in the MICE field thanks to its strong infrastructure, high-quality hotels and experienced human resources. With the pandemic, hybrid event formats gained importance; however, over the past two years a significant increase in physical attendance rates at international meetings and congresses has once again been observed. This trend shows that congress tourism has retained its vitality and will grow even stronger in the future. By hosting more than 80 international congresses in 2024, Istanbul once again managed to rank among the top 15 cities in Europe. By maintaining this momentum, our goal is to once again carry Istanbul and Türkiye into the top 10 destinations hosting the most congresses in the world. As TÜROB, we will continue our efforts in this direction together with our public and sector stakeholders."