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About this event
B-Travel (El salón del Turismo)
B-Travel is the tourism and travel-experiences trade fair organized by Fira de Barcelona. Set up as a meeting point for travellers, travel destinations and sector professionals, the event is designed to inspire the next trip through ideas, new ways of travelling and an exchange of industry knowledge.
The fair brings together a broad mix of national and international destinations and highlights themes such as gastronomy, culture, activities, sustainability and experiential tourism, along with proposals aimed at all types of travellers.
Dates
12 - 14 March 2027
Venue
Montjuïc Venue - Barcelona, Spain
What you can expect at B-Travel
- Travel inspiration: discover new travel experiences and concepts for planning your next getaway.
- Destination highlights: national and international tourism offerings in one place.
- Sector networking: a dedicated environment where tourism professionals connect and share ideas.
- Experience-led themes: gastronomy, culture, activities, sustainability and experiential tourism.
- Multiple travel categories: offers and proposals linked to travel experiences and industry partners.
Who it’s for
B-Travel is positioned as an inclusive event for travellers and also for industry professionals. It supports discovery of destinations and experiences while giving sector attendees a structured opportunity to engage with travel-related businesses and opportunities.
Note: The official website also provides exhibitor information for the event, including an exhibitor team contact and a reference to the event being held as EDICIÓN 2027.
Data sheet
B-Travel – Event Attendee & Buyer Profile Analysis
Event Date: 12–14 March 2027
Location: Montjuïc Venue, Barcelona, Spain
Event Status: Upcoming
Research Date: 30 June 2026
Event Overview
| Field | Details |
|---|---|
| Event Name | B-Travel |
| Event Date | 12–14 March 2027 |
| Event Status | Upcoming |
| Venue | Montjuïc Venue / Recinto Montjuïc |
| City | Barcelona |
| State / Region | Catalonia |
| Country | Spain |
| Organizer | Fira de Barcelona |
| Official Event Website | B-Travel | El salón del Turismo |
| Event Type | Travel and tourism trade show / consumer-facing tourism exhibition with business participation |
| Primary Category | Travel & Tourism |
| Secondary Applicable Categories | Hospitality, Business Services, Logistics & Transportation, Food & Beverages |
| Audience Reach | National with international participation potential |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. |
| Attendance Data Reliability | Low to Medium; the official site references 2026 figures but does not publish verified numeric counts in the provided source text. |
| Main Purpose of Event | To connect travelers, destinations, and tourism professionals around travel inspiration, destination marketing, travel services, and tourism experiences. |
About the Event
B-Travel is Fira de Barcelona’s tourism and travel experiences exhibition, positioned as a meeting point for travelers, destinations, and tourism professionals. The event combines consumer travel inspiration with a strong commercial layer for destinations, agencies, hotels, cruise lines, transport providers, and tourism service companies seeking visibility and business development in the Iberian market.
The show matters because it brings together demand generation, destination promotion, and travel-sector networking in one venue. It is especially relevant for suppliers selling to tourism boards, travel agencies, hospitality operators, transport companies, and related service providers looking for buyer access, brand exposure, and partnership opportunities.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Travel agencies | Retail and multi-channel travel agencies | Package buying, destination selection, partnership sourcing | High-value channel for tours, hotels, transport, and destination promotions |
| Destination management organizations | Tourism boards, regional tourism offices, city marketing bodies | Marketing, partnership, and visitor-growth decision-making | Strong fit for media, sponsorship, and destination-tech suppliers |
| Hotels and resorts | Independent hotels, chains, resorts, boutique properties | Distribution, sales, and partnership sourcing | Relevant for travel trade buyers, channel partners, and hospitality technology |
| Cruise and tour operators | Cruise lines, packaged-tour operators, DMCs | Product development, channel development, B2B sales | Good audience for ancillary services, destination packages, and distribution solutions |
| Transport providers | Airlines, rail, coach, ferries, mobility firms | Route planning, partnership, and sales influence | Relevant for travel distribution, booking, payment, and traveler-engagement solutions |
| Corporate travel and MICE stakeholders | TMCs, event agencies, conference venues | Supplier selection, sourcing, and account management | Valuable for event-tech, venue services, and travel management solutions |
| Tourism startups and tech providers | Booking platforms, travel apps, SaaS vendors | Product, partnership, and go-to-market influence | Good for martech, sales enablement, payment, and distribution tools |
| Media and content creators | Travel media, bloggers, influencers, publications | Awareness generation and audience building | Relevant for PR, promotions, sponsorship, and destination marketing |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: Barcelona | Local tourism businesses, venues, agencies, hospitality operators | High | Barcelona is a major inbound tourism and business-events hub. |
| Host region: Catalonia | Regional tourism boards, transport, hospitality, retail travel sellers | High | Strong regional draw for Spanish and Catalan travel market participants. |
| Nearby business hubs | Madrid, Valencia, Zaragoza, Bilbao, southern France | Medium to High | Likely commercial attendance from travel distribution and destination marketing teams. |
| National reach | Spain-wide travel agencies, hospitality groups, transport firms, regional tourism bodies | High | The event is positioned as a national tourism meeting point. |
| International reach | European tourism suppliers, destination partners, cruise and transport stakeholders | Medium | Official content indicates national and international destinations are part of the offer. |
| Key travel corridors | Mediterranean leisure travel, Iberian domestic travel, short-haul European tourism | Medium to High | Relevant for destination marketers and cross-border tourism service providers. |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| Primary Reach | National | The event is anchored in Barcelona but targets the Spanish travel market broadly, with strong domestic commercial relevance. |
| Secondary Reach | International | Official copy references international destinations and travel-sector professionals, making cross-border buyer reach likely. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| Fira de Barcelona | Organizer / venue operator | Official organizer; commercial and venue decision-making hub for the show. | firabarcelona.com | Event Director, Sponsorship Manager, Sales Director, Marketing Director | Confirmed Government / Procurement Organization |
| Turisme de Barcelona | Destination marketing organization | City tourism promotion is highly aligned with B-Travel’s audience. | barcelonaturisme.com | Marketing Director, Partnership Manager, Tourism Promotion Lead | Strong Market Fit, Attendance Not Confirmed |
| Turespaña | National tourism body | National destination promotion and public-sector tourism outreach. | tourspain.es | Director of Marketing, International Promotions Lead, Public Sector Partnerships | Strong Market Fit, Attendance Not Confirmed |
| Renfe | Rail transport operator | Transport connectivity is a major traveler decision factor. | renfe.com | Partnerships Director, Commercial Manager, B2B Sales Director | Strong Market Fit, Attendance Not Confirmed |
| Iberia | Airline | Airline distribution, route marketing, and tourism partnerships align well. | iberia.com | Head of Partnerships, Trade Marketing Manager, Commercial Director | Strong Market Fit, Attendance Not Confirmed |
| Vueling | Airline | Low-cost carrier serving leisure travel and destination traffic. | vueling.com | Commercial Partnerships, Route Development, B2B Sales Manager | Strong Market Fit, Attendance Not Confirmed |
| Meliá Hotels International | Hospitality group | Hotel distribution, destination marketing, and travel trade relationships. | meliahotelsinternational.com | Sales Director, Distribution Manager, Partnership Manager | Strong Market Fit, Attendance Not Confirmed |
| NH Hotel Group | Hospitality group | Relevant for hotel sales, travel trade, and destination partnerships. | nh-hotels.com | Commercial Director, Key Account Manager, Partnerships Lead | Strong Market Fit, Attendance Not Confirmed |
| Marriott International | Hospitality group | Large hotel brands rely on leisure travel and distribution partnerships. | marriott.com | Regional Sales Director, Director of Partnerships, Market Manager | Strong Market Fit, Attendance Not Confirmed |
| Mundiplan | Travel operator | Tour packaging and travel distribution are core B-Travel themes. | mundiplan.es | Product Manager, Commercial Director, B2B Partnerships | Strong Market Fit, Attendance Not Confirmed |
| Viajes El Corte Inglés | Travel agency / retailer | Major travel retail and package-buying organization. | viajeselcorteingles.es | Category Manager, Procurement Lead, Commercial Director | Strong Market Fit, Attendance Not Confirmed |
| Amadeus | Travel technology | Travel-tech platforms and distribution software are highly relevant to the show’s professional audience. | amadeus.com | Partnerships Director, Sales Director, Product Marketing Manager | Strong Market Fit, Attendance Not Confirmed |
| Airbnb | Accommodation platform | Alternative accommodation and destination marketing are relevant to consumer travel fairs. | airbnb.com | Partnerships, Market Manager, Regional Business Development | Strong Market Fit, Attendance Not Confirmed |
| Expedia Group | Travel marketplace | Online travel distribution and hotel/experience partnerships. | expediagroup.com | Account Director, Partnerships Manager, Commercial Strategy | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Commercial Director / Sales Director | Commercial | Director / VP | Owns revenue, partnerships, and distribution decisions for travel products. |
| 2 | Partnerships Manager / Director | Business Development | Manager / Director | Key for destination, brand, and channel alliances. |
| 3 | Marketing Director / Tourism Promotion Lead | Marketing | Director / Head | Drives visitor demand and destination brand visibility. |
| 4 | Procurement Manager / Sourcing Manager | Procurement | Manager | Relevant for travel suppliers buying services, media, and event partnerships. |
| 5 | Product Manager / Product Director | Product | Manager / Director | Shapes travel offers, packages, and customer-facing experience. |
| 6 | Category Manager / Buying Manager | Merchandising / Commercial | Manager | Important for travel retail and package-selling organizations. |
| 7 | Operations Director | Operations | Director | Manages service delivery, event logistics, and traveler experience. |
| 8 | Travel Trade Manager | Sales / Partnerships | Manager | Works directly with agencies, tour operators, and destinations. |
| 9 | Head of Distribution / Revenue Management | Revenue / Commercial | Head / Director | Critical for hotels, transport, and travel platforms selling through channels. |
| 10 | Public Sector Partnerships / Government Relations | Public Affairs | Manager / Director | Useful for tourism boards and publicly funded destination initiatives. |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Leisure, Travel & Tourism | Core industry for destinations, agencies, and travel operators. | Travel suppliers, agencies, and tourism boards |
| 2 | Hospitality | Hotels and resort operators are central attendee and exhibitor types. | Hotel chains, resorts, and accommodation providers |
| 3 | Marketing & Advertising | Tourism promotion depends on marketing and campaign execution. | Destination campaigns, media buying, branding |
| 4 | Events Services | Trade show, MICE, and tourism activation services are relevant. | Event agencies, venue services, experiential marketing |
| 5 | Airlines/Aviation | Air travel is foundational to destination access and tourism growth. | Airlines, route partners, tourism promotions |
| 6 | Transportation/Trucking/Railroad | Transport companies support traveler movement and accessibility. | Rail, coach, ferry, mobility services |
| 7 | Internet | Online booking and digital travel platforms are highly relevant. | OTA, booking, and travel marketplace solutions |
| 8 | Information Technology & Services | Travel technology, booking engines, and CRM tools are important. | Tourism SaaS, automation, analytics |
| 9 | Government Administration | Public tourism organizations and destination bodies are key participants. | Tourism promotion, destination development |
| 10 | Food & Beverages | Gastronomy is explicitly part of the event’s positioning. | Food tourism, culinary experiences, F&B suppliers |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Not publicly confirmed | Unconfirmed | Official site provided zeroed placeholders for 2026 figures | No verified attendance count was published in the provided source text. |
| Exhibitor count | Not publicly confirmed | Unconfirmed | Official site mentions “Exhibitors List 2026” but no count in the provided text | Use official exhibitor list if released. |
| Buyer count | Not publicly confirmed | Unconfirmed | No official buyer directory in the provided source text | Likely mix of trade and consumer attendees. |
| Speaker count | Not publicly confirmed | Unconfirmed | No agenda or speaker list in provided source text | Recommend checking event agenda closer to launch. |
| Historical attendance | Not confirmed in provided text | Historical reference only | “B-TRAVEL 2026 en cifras” section exists on site | Official numeric values were not supplied in the copied text. |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Destination marketing | Increase visitor demand and brand awareness | Campaigns, booths, media partnerships, lead capture | Martech, creative services, PR, analytics |
| Travel distribution | Improve channel reach and booking conversions | B2B demos and partnership meetings | Booking engines, CRM, channel tools |
| Hospitality sales | Drive room nights and package sales | Meet travel agents, operators, and destination partners | Hotel marketing, distribution, revenue tech |
| Transport connectivity | Support route awareness and traveler convenience | Partnerships and route-promotion conversations | Airline, rail, coach, mobility solutions |
| Sustainable tourism | Need eco-friendly travel offers and storytelling | Thought leadership and ESG messaging | ESG tools, sustainability consultancy, reporting |
| Tourism experience design | Differentiate offers with gastronomy and cultural experiences | Product showcases and package co-creation | Experience platforms, content, itinerary tools |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | High | The event directly attracts travel, tourism, hospitality, transport, and destination-marketing stakeholders. |
| Decision-maker availability | Medium to High | Commercial, partnership, marketing, and product leaders are likely to be present. |
| Data collection potential | Medium | Prospecting value is strong, but current-year attendee data is not publicly confirmed in the provided source text. |
| Apollo targeting potential | High | Multiple relevant industries and titles map cleanly to travel, hospitality, and tourism buyer profiles. |
| Geographic targeting potential | High | Barcelona, Catalonia, Spain, and wider European travel markets are highly relevant filters. |
| Best outreach approach | Partnership-led outreach | Lead with destination growth, distribution, traveler engagement, and promotional ROI. |
| Overall lead quality | High | Strong event-market fit for travel and hospitality vendors, with clear buyer personas. |
| Best use case | B2B attendee list building and tourism-sector account targeting | Useful for lead generation, sponsorship outreach, partnership sales, and travel-tech prospecting. |
| Limitations / risks | Moderate | Current-year attendee and exhibitor identities were not fully published in the provided source text. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Leisure, Travel & Tourism; Hospitality; Airlines/Aviation; Marketing & Advertising; Events Services; Information Technology & Services; Internet; Government Administration; Food & Beverages; Transportation/Trucking/Railroad | Capture travel-sector buyers and adjacent service providers. |
| Departments | Marketing, Business Development, Partnerships, Sales, Product, Procurement, Operations, Public Relations | Focus on functions that influence supplier selection and partnerships. |
| Seniority | Manager, Director, VP, Head, C-level | Prioritize decision-makers and budget owners. |
| Job titles | Commercial Director, Partnerships Director, Marketing Director, Tourism Promotion Manager, Category Manager, Product Manager, Procurement Manager, Head of Distribution, Sales Director, Destination Marketing Manager | Best match for travel and tourism buying influence. |
| Geography | Spain, Catalonia, Barcelona, Madrid, Valencia, Balearic Islands, Andalusia, Portugal, France, Italy, EU leisure-travel hubs | Target the most likely attendee and partner source markets. |
| Employee size | 11–50, 51–200, 201–500, 501–1,000, 1,000+ | Capture both SME agencies and large travel brands. |
| Keywords | travel, tourism, destination, hospitality, booking, tour operator, cruise, airline, leisure, resort, package holiday, DMC, agency, visitor, promotion | Refine toward event-relevant accounts and titles. |
| Technologies | CRM, booking engine, marketing automation, travel platform, itinerary management, payments, analytics | Useful for travel-tech vendors selling into the sector. |
| Company type | Public companies, private companies, government bodies, associations, destination organizations | Broadens reach across public and private tourism stakeholders. |
Suggested Apollo Search Logic: (industry:"Leisure, Travel & Tourism" OR industry:Hospitality OR industry:Airlines/Aviation OR industry:Marketing & Advertising OR industry:Events Services) AND (title:"Director" OR title:"Head" OR title:"VP" OR title:"Manager") AND (keyword:travel OR keyword:tourism OR keyword:destination OR keyword:hospitality OR keyword:booking OR keyword:tour operator)
Client Fit Review Required
Please share the client website or product/service details. I will review the client offering and identify the highest-fit buyer companies, Apollo industries, seniority levels, departments, and job titles from this event.
Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| B-Travel Official Website | Official organizer source | Event name, 2027 dates, Montjuïc venue, Barcelona location, organizer, event positioning, and travel-sector audience description | High |
| Fira de Barcelona | Organizer / venue ecosystem | Organizer identity and venue association for B-Travel | High |
| B-Travel “Why Visit?” Page | Official event content | Audience focus, travel themes, and buyer relevance for inspiration and tourism discovery | High |
| B-Travel Exhibitor / Participate Page | Official exhibitor information | Confirms exhibitor-facing positioning and sales contact structure | High |
🎯 Selling to this event's audience? Get a free tailored buyer list
Tell us your work email and our AI instantly builds a buyer list matched to B-Travel — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
🔒 Get my buyer details Free · ~20 seconds