The National Tourism Organization of Montenegro participated in the IBTM World 2024 business tourism exhibition in Barcelona. MICE tourism, related to the organization and conduct of various corporate events, is actively developing worldwide. However, for Montenegro, this is a new area of the tourism business.
Aleksandra Maksimovic, director of the Montenegrin Congress Bureau, is confident that "participation in the fair in Barcelona as the most important European fair specializing in this type of tourism is a unique opportunity to present a unified MICE offer for Montenegro."
The development of business tourism is extremely important for Montenegro as it provides an opportunity to overcome seasonality, ensure a stable level of demand, bookings, and income throughout the year.
Moreover, according to new research, business travelers prefer to combine conference trips with rest and recreation at their destination. This trend is beginning to take shape in a new direction of business tourism, the so-called "bleisure," which is another niche that provides opportunities for the growth of sustainable tourism.
The growing interest of business conference professionals in the Montenegrin sector is indicated by the large number of contractual meetings held at the stand of this Balkan country. Representatives from Australia, Brazil, Hong Kong, Egypt, India, Indonesia, Canada, China, Mexico, Saudi Arabia, the USA, Turkey, Uganda, and France visited the stand.
In total, more than 12,000 representatives of the congress industry participated in the IBTM World 2024 exhibition in Barcelona.
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