by Michael J. Shapiro | August 25, 2015
The Mexico-based ICOMEX hosted-buyer event, which is now part of Reed Travel Exhibition's IBTM portfolio, will change its name to IBTM Latin America. The change will take place following the conclusion of this year's show, currently under way at Centro Banamex in Mexico City.

"With the change of name, we are truly part of the international IBTM events portfolio, and specifically we can now adopt many of the brand values that support each event," commented David Hidalgo, director of IBTM Latin America. "For example, the global themes for the IBTM Knowledge Program can be used specifically for our region, combining local and regional emphasis as well as an international flavor. Equally, we will benefit from the expertise in delivery of world-class hosted-buyer programs and have access to the IBTM and RTE sales network, so that we can further grow our exhibitor and planner community."

Likewise, according to Reed, the local expertise of the Mexico City team will help the IBTM team to expand the regional knowledge and contacts from the Latin America region for the other events. More international planners and suppliers -- from Europe and the Americas -- will be recruited for next year's IBTM Latin America, expanding the scope of the current show.

The rebranding leaves the Asia-Pacific Incentives and Meetings Expo (AIME) as the only event in the IBTM portfolio that doesn't adhere to the naming convention unveiled last year. The other events are IBTM Africa, IBTM America, IBTM Arabia, IBTM China, IBTM India and IBTM World (formerly EIBTM, in Barcelona, Spain).