Events as catalysts for tourism, investment, and city positioning

RX Global's IBTM World Trends Report 2026 reveals how the MICE industry is consolidating itself as a strategic lever to boost tourism, attract investment, and strengthen the international positioning of cities.

Travel related to meetings, conferences, and incentive programs is redefining its role within global tourism. Today, the meetings, incentives, conferences, and exhibitions (MICE) industry is not only supporting the sector's recovery but is also positioning itself as a strategic factor for attracting tourism and investment and building competitiveness, reputation, and economic development in destination cities. 

This is confirmed by the IBTM World Trends Report 2026, an annual study by RX Global, which reveals how the value of events is no longer measured solely by the number of attendees or hotel occupancy generated, but by their ability to stimulate local economies, diversify tourism flows, and build long-term relationships between cities and visitors. This approach aligns with the sustained growth of the so-called experience economy, which is projected to reach a global value of $2.1 trillion by 2032, reinforcing the role of events as catalysts for tourism and economic value for cities.

From isolated events to destination strategy

One of the key findings of the IBTM World Trends Report 2026 is that more and more cities are integrating events into their tourism, urban development, and destination branding strategies. Professional gatherings are no longer seen as isolated activities on the calendar but have become key tools for territorial positioning.

Destinations that are investing in specialized events aligned with their local identity are achieving greater economic benefits, longer stays, and a stronger international reputation. This trend is particularly visible in emerging markets and regions seeking to differentiate themselves from traditional major hubs.

Events as strategic assets of the tourism portfolio

Another key finding is that destinations are increasingly evaluating events not solely based on attendance or immediate impact, but also on their contribution to long-term objectives such as international positioning, attracting investment, and fostering sectoral development. In this sense, specialized events are becoming ever more integrated into cities' tourism and economic development strategies. 

From this perspective, events allow destinations to communicate who they are and which industries they lead. They function as platforms to showcase knowledge, innovation, and organizational capacity—key elements for differentiating themselves in an increasingly competitive tourism environment and attracting both visitors and quality investment.

The strategic value of specialized events

The report also shows how event organizers are placing greater emphasis on highly segmented events, as they generate a more relevant impact in terms of business relationships, positioning, and decision-making, compared to large-scale, general-profile events.

These types of events have a deeper impact by fostering long-term business relationships, enhancing the destination's positioning, and strengthening its international reputation. In this context, the event's success is measured by the connections and opportunities it generates, rather than by its size, attendance, or scale. 

International visibility and investment attraction

Beyond their impact on tourism, these events serve as international showcases for host cities. Conferences, trade fairs, and professional gatherings position destinations as hubs of knowledge, innovation, and business, helping to attract investment, talent, and new economic opportunities.

Cities that manage to articulate their events with a clear territorial narrative —integrating local culture, sustainability and community participation— strengthen their global reputation and their competitiveness against other destinations.

Latin America, Mexico and the role of IBTM Americas

In Latin America, these trends are reflected in events that seek to connect destinations, buyers, and decision-makers around the meetings and incentives tourism sector. In this context, IBTM Americas, organized by RX Mexico, is consolidating its position as the leading meeting point for the MICE industry in the region.

The IBTM World Trends Report 2026 confirms that meetings and incentive tourism will continue to be a strategic axis for the development of Latin America, not only for its immediate economic impact, but also for its ability to generate positioning, lasting relationships and sustainable growth over time.

The next edition of IBTM Americas will take place on August 19 and 20 at Centro Banamex in Mexico City, bringing together destinations, organizers, buyers, and suppliers to boost business, international positioning, and tourism development at a regional level. More details can be found at  www.ibtmamericas.com or on their social media channels @ibtmamericas on Facebook and Instagram. 

Source: IBTM Americas.