This year’s SBC Summit attracted more than 30,000 attendees who booked a combined 72,000 room nights in Lisbon – making it the show’s biggest edition ever according to event organizers.
The preliminary figures were unveiled at a press conference late last week which also highlighted a 68.8% year-on-year increase in attendance from Asia, second only to the 78.2% increase in those from Africa. Overall attendance was up 20% over SBC Summit 2024.
“We have increased the size, the total spread of the event, from 100,000 square metres to 135,000 square metres,” said SBC’s Senior Marketing Director, Dennis Algreen. “We have also been lucky enough to we have seen over 200 new sponsors and exhibitors that were not here last year.”
