Madrid is reinforcing its position as a global leader in meetings, incentives, conferences, and exhibitions (MICE) tourism with the launch of a new strategic roadmap.
The Madrid Convention Bureau (MCB) has unveiled an 18-month analysis project aimed at identifying growth opportunities and enhancing the city’s competitiveness in the business events sector.
Madrid: A Global MICE Leader
For the past six consecutive years, Madrid has been recognized as the World’s Best Meetings & Conference Destination by the World Travel Awards. With this new strategy, the city aims to further cement its status as a hub for international events while adapting to evolving industry trends.
The project focuses on capturing high-value events in strategic industries, including:
- Big Data & Artificial Intelligence
- Cybersecurity
- Fintech & Digital Banking
- E-Health & Medical Innovation
- Gaming & E-Sports
These sectors have been identified as key drivers of Madrid’s economic future, aligning the city’s business tourism efforts with its broader innovation and technology goals.
Increasing Event Stays and Economic Impact
Madrid is already witnessing a significant shift in MICE visitor behavior. In 2024, the average length of stay for business event attendees increased from four to seven nights, marking a 22.9% rise. This change has led to a higher economic impact, as business travelers contribute more to:
- Accommodation and luxury hotels
- Dining and fine gastronomy
- Local transportation services
- Cultural and entertainment experiences
By extending stays and encouraging higher spending, Madrid is positioning itself as a city where business meets leisure, creating a well-rounded experience for MICE visitors.
Public-Private Collaboration Fuels Growth
A key component of Madrid’s success in the MICE sector is its strong collaboration between public and private entities. The Madrid Convention Bureau, in partnership with event organizers, industry leaders, and the tourism sector, is working to create a seamless experience for conferences and business events.
Almudena Maíllo, Madrid’s Councilor for Tourism and President of MCB, emphasized this approach:
“Madrid aspires to strengthen its leadership by positioning itself as an innovative and value-added destination for the MICE industry.”
The city’s strategy will not only focus on attracting large-scale events but also on ensuring that these gatherings align with Madrid’s long-term economic goals.
Madrid’s MICE Future Looks Bright
With this roadmap, Madrid is set to further increase its global appeal as a top-tier destination for business events. By aligning tourism efforts with key industries, the city is ensuring sustained growth, higher visitor spending, and a greater economic contribution to the local economy.
As the 18-month strategic plan unfolds, Madrid will continue to adapt to new trends, welcome international conferences, and drive innovation in the MICE sector, proving once again why it remains a powerhouse for business tourism.
