Is MICE Changing the Way We Travel? Conversations to Have at IBTM

Greetings from Liberty International Tourism Group,

Travel brings people together. But what makes a journey worth remembering?

For the MICE industry, the answer is becoming about more than the destination. It is about the experiences people share, the connections they build and what they take away long after the event ends.

A meeting can bring people into the same room. An incentive can introduce a team to an extraordinary experience. A corporate event can open up new perspectives and create opportunities for people to connect beyond their usual work environments.

The question for planners is no longer just where to take people. It is how to make the experience meaningful for the people going there.

This November, as the global business events community gathers in Barcelona for IBTM World, we look forward to discussing what this means for the future of meetings, incentives and corporate events.

Beyond the Destination: What Makes a Journey Worth Taking?

A destination may be the starting point of a MICE programme, but it should never be the entire story.

Two groups can visit the same city and leave with entirely different experiences. One might connect through local food and culture. Another might discover the destination through its landscape, communities or distinctive activities. A leadership team might benefit most from a setting that encourages conversation and fresh thinking.

The difference lies in how the destination is brought to life.

For planners, this means looking beyond familiar attractions and asking what would genuinely interest their audience, support the programme's objectives and give attendees something worth remembering.

The right destination is not necessarily the most popular or the most spectacular. It is the one that works for the people, purpose and ambitions behind the programme.

The best itineraries do more than show people a place. They give people a reason to connect with it.

Understanding the People Behind the Programme

Every MICE programme has a purpose, but the people attending it bring their own expectations, interests and motivations.

An incentive traveller may be looking for an experience they would not ordinarily have. A leadership team may value an environment that encourages meaningful conversations. A corporate group may need a balance between structured sessions and opportunities to connect naturally.

There is no single format that works for everyone.

This makes understanding the audience an essential part of programme design. The destination, pace, activities and local experiences should all support what the programme is intended to achieve.

Sometimes, the difference comes from a distinctive local experience. Sometimes, it is more time for people to interact beyond the agenda. And sometimes, it is simply choosing a setting that changes the way people engage with one another.

When the audience changes, the experience should change with it.

Why Local Expertise Makes a Difference

A destination can look impressive on paper. Turning it into a successful MICE programme requires a deeper understanding of how things work on the ground.

A venue may suit the brief but not the flow of the event. An experience may be popular but not right for the audience. An itinerary may look seamless until transport, timings or local logistics come into play.

This is where destination expertise becomes valuable.

Local teams understand the character of their markets, the strengths of local suppliers and the practical considerations involved in delivering programmes for international groups. They can help planners evaluate options, identify suitable partners and make informed decisions before the programme takes shape.

For programmes spanning multiple destinations, this local understanding must work alongside a consistent view of the client's objectives.

At Liberty International Tourism Group, we bring together global coordination and local destination knowledge to help planners navigate these decisions with greater clarity.

Global reach expands the possibilities. Local expertise helps turn them into workable programmes.

One Global Network. Different Ways to Experience the World.

The world of MICE offers no shortage of destinations. The challenge is finding the right one for the right programme.

A European city might offer the business infrastructure, culture and gastronomy a group needs. A countryside setting might create space for teams to reconnect. A destination in Africa, Asia-Pacific or the Americas might introduce attendees to experiences and perspectives they would not encounter at home.

Each market brings its own character, opportunities and practical considerations. The opportunity is to understand those differences and use them purposefully, rather than applying the same approach everywhere.

With a network spanning 120+ destinations worldwide and more than 35 years of experience in destination management, Liberty International Tourism Group works with planners to explore destinations, assess possibilities and develop programmes around their objectives.

Our regional teams bring local knowledge, established partnerships and an understanding of the needs of international MICE groups. Combined with our global network, this helps us approach each programme with both the wider picture and the local details in mind.

Because successful destination management is not simply about offering more places to choose from. It is about understanding what each place can contribute to the experience.

The Conversations We Want to Have at IBTM

For us, IBTM World is more than an opportunity to present destinations. It is a chance to understand what planners are working towards and explore how the right destination partner can help bring their ideas to life.

We look forward to discussing the questions that matter when a programme moves from an initial concept to a practical plan.

• How can incentive programmes feel rewarding without becoming predictable?
• Which destinations offer the right balance of business facilities and distinctive local experiences?
• How can multi-destination programmes maintain consistency while allowing each location to retain its own character?
• What should planners consider when selecting local partners?
• How can destination expertise help turn a promising idea into a programme that works in practice?

Every brief brings different priorities, audiences and considerations. There are no universal answers, which is precisely why these conversations matter.

A good MICE programme starts with the right questions. The right conversations help turn them into possibilities.

Let's Continue the Conversation at IBTM World

From 17–19 November 2026, Liberty International Tourism Group will be at IBTM World in Barcelona, Spain.

Find us at Booth N36.

Whether you are exploring a new destination, developing an upcoming incentive, planning a conference or considering a programme across multiple markets, we would welcome the opportunity to understand your objectives and discuss what could work for your group.

Bring us a destination you are considering, a programme you are developing or simply an idea you would like to explore.

With our global network, local expertise and more than 35 years of destination management experience, we look forward to discussing how we can help you make the most of the possibilities ahead.

Because the most valuable conversations at IBTM may not be about adding another destination to your list. They may be about discovering somewhere new, rethinking a familiar market or finding a more meaningful way to bring people together.

The world of MICE is bigger than the itinerary. Let's explore what comes next.

Think Global. Act Local.

Liberty International Tourism Group

Personal Touch. Worldwide