Meet in Reykjavík – the Iceland Convention Bureau led Iceland’s participation in two of the most important international trade shows in the MICE market, IMEX America in Las Vegas and IBTM World in Barcelona, in collaboration with Icelandic companies in the conference and incentive travel sector.

The objective was to strengthen relationships with buyers, present the services and infrastructure that Iceland has to offer, and reinforce the country’s position as a destination for international events.

IMEX America took place on October 7–9 in Las Vegas, where Meet in Reykjavík participated together with eleven Icelandic companies. As in previous years, Iceland shared exhibition space with the other Nordic countries. IMEX America is one of the largest and most important trade shows in the world for the MICE market and provides a unique opportunity to build new connections, strengthen existing partnerships, and follow developments in the industry on an international level. The participation delivered very strong results, with more than 300 meetings registered by the Icelandic companies, or an average of around 25 meetings per company. This represents an increase from the previous year and is above the overall average for exhibitors.

Here you can see the companies that participated at IMEX America in 2025. https://events.visiticeland.com/event/imex-america-2025/#%20

Subsequently, IBTM World was held on November 18–20 in Barcelona, where Meet in Reykjavík led Iceland’s presence together with twelve Icelandic MICE companies. There, the companies promoted Iceland as a destination to interested buyers in the conference and incentive travel sector and worked systematically to build new business opportunities. Registered meetings at the Icelandic stand exceeded 580 in total, or an average of 44 meetings per company, which is a clear indication of strong and growing interest in Iceland as a destination for international MICE events. During the exhibition, Meet in Reykjavík also hosted six destination presentations over three days, all of which were fully booked.

At the same time, Oddný Arnarsdóttir, Head of Tourism at Business Iceland, participated in the IBTM Advocacy Forum, a discussion platform focused on increased international cooperation in the conference and incentive travel sector. There, she addressed, among other topics, the close collaboration between the industry and public authorities in policy development and goal setting, and also took the opportunity to share experiences and learn from other destinations.

The companies that participated at IBTM were Amazing DMC, Atlantik DMC, Blue Lagoon, Discover True North DMC, Essence of Iceland DMC, First Class Iceland DMC, g-events dmc & pco, Harpa, Iceland Hotel Collection by Berjaya, Iceland Travel DMC, Íslandshótel, and Reykjavik Edition, in addition to Meet in Reykjavík.

Positive feedback and strong meeting statistics at both events reflect growing interest in Iceland as a destination for international conferences, events, and incentive travel, and confirm the importance of maintaining visibility at the key platforms of the MICE market.

Below are a few photos from the events.