Always having a full exhibition floor is a great indicator of a successful trade show, according to Eleonora García, director of IBTM Americas, which in August saw a 22% attendance increase over 2024.

"The other way to determine success is from the satisfaction of exhibitors with the quality of their meetings with the hosted buyers," she says. "Fifty-two percent of the hosted buyers were first timers, so the exhibitors were happy to meet new people looking forward to doing business."

In total, almost 4,000 attendees from 18 different countries attended IBTM Americas 2025 at Centro Banamex in Mexico City, and the IBTM Americas team of approximately 70 people covering sales, operations, the hosted buyer program, marketing, registration, customer experience and administration organized and ensured the success of the show.

New this year at IBTM Americas were an Xperience LAB area for showcasing event best practices and the RX Trends Forum, which featured discussion of not only trends impacting meetings and events, but all industries, such as the rise of artificial intelligence and the acquisition/retention of human talent.

"The idea is to attract new audiences that are interested in attending the forum and then can visit the exhibition floor of IBTM Americas," García says.

A highlight of IBTM Americas 2025 for García was the participation of the Dominican Republic.

"They grew their space by 100%, showcasing their infrastructure, services and culture with 25 suppliers," she says. "The minister of tourism hosted a gala dinner for over 1,000 people presenting a colorful country ready for meetings."

Partnership with and participation in IBTM Americas is an important initiative for MPI and is managed by its regional chapters: Mexico, Bajia and Caribe. This year, a full day of MPI education immediately preceded MPI Americas, followed by two education sessions during the show and a busy presence on the trade show floor at a stand where members from across Latin America gathered to exchange ideas about the industry’s bright future.

"Every year, our partnership gets better and better," García says. "The hosted buyer promotion has attracted high-level buyers for the show, and MPI is able to bring expert speakers that contribute to our educational program. This year, the first Women’s Forum of the MPI Foundation LATAM was composed of women leaders from the industry and achieved a rich discussion among the attendees."

INSPIRATION AND SHARED EXPERIENCES

The Women’s Forum was led by Charisse Slight, chair of the MPI Foundation LATAM, who was joined on the Encore Stage by panelists from Mexico (Lupita Robles León, secretary of tourism and inclusion, Government of Guanajuato and a member of the MPI Bajío Mexicano Chapter), Panama (Kenelma Mendoza, CEO, Accento Incentive and a member of the MPI Central America Club), Peru (Diana Bauer, CEO of BE Peru and president of the MPI Peru Club), Colombia (Margarita González, CEO of +Experiencias +Eventos and VP of Finance for the MPI Foundation LATAM), Chile (Marcela Sabiani, CEO of Eurofarma) and Latin America (Marcela Torres, marketing manager, PCMA).

"The session, filled with inspiration and shared experiences, gave voice to women who are transforming the MICE landscape in the region," Slight says. "Panelists recalled their early steps in the industry and the uncomfortable situations they faced in job interviews—questions about marital status or motherhood that, unfortunately, are still asked in parts of Latin America."

Each country presented initiatives to strengthen the role of women in tourism. "From Colombia, Margarita González highlighted ProColombia, Fontur and SENA, which provide free training; INNpulsa, which offers scholarships and credits; and MPI Colombia’s networks that strengthen female leadership," Slight says. "In Mexico, a joint initiative of the Ministry of Tourism, the Ministry of Women and the Hotel and Motel Association promotes women entrepreneurs through technical assistance, training, fairs, festivals and commercialization strategies."

The energy of the forum was powerful, inspiring women and empowering younger generations eager to join the industry, according to Slight. "More than 80% of MPI members are women—indomitable, strong, creative, resilient, intelligent women who give their best every day," she says. "This forum was created to make their leadership visible and recognized within the MICE industry."

Beyond the forum, Slight was inspired by the way that all of Latin America, through MPI LATAM, came together in one space.

"For the MPI Foundation LATAM, being here means visibility, but above all, the opportunity to strengthen our mission: providing scholarships, mentorships and opportunities to the next generation of professionals," she says. "Special thanks to Valeria Serrano, VP of programs and scholarships for the MPI Foundation; Ricardo Magaña, chair of MPI LATAM; Federico Toja, director of chapter operations - Europe, Japan and LATAM for MPI; Alejandro Escalante, president of the MPI Mexico Chapter; and our sponsors: Grupo KC, MetLife, PromPerú and Hotel Marquis Reforma.

"IBTM Americas drives networking, education and growth for our LATAM community, and seeing MPI chapters share ideas reaffirmed the enormous potential we have as a region to grow united and project ourselves globally."