05.11.2024 | 11:47

Spain is the leading European destination for MICE events

29 June, 2022

The Spanish Tourism Board (Turespaña) has taken part in a study on the MICE market, Portrait of European Meeting and Convention Travel, carried out by MMGY Travel Intelligence, in association with IMEX and Hills Balfour, on the changes in the market over the last 5 years, the specific obstacles and challenges of the current situation, including the effects of the pandemic and the current war in Ukraine, and the outlook for the future.

The first round of the survey (spring 2022) has revealed Spain as the leading destination for meetings and events organisers, followed by France, Germany, Italy and the UK. Aspects such as the climate, cost-benefit ratio, accessibility/proximity, landscape and environment, gastronomy, attractive cities and the good atmosphere were all highly rated.

The study also involved the National Tourist Offices of Austria, the Netherlands, Norway, Germany, the United Kingdom, Malta and Canada.

For the study, a survey was designed with a series of general questions on preferred venues and locations, types of meetings planned, and the use of technology. Participants included 180 meeting planners and 1,600 attendees at trade fairs, exhibitions, conventions and conferences, large corporate events, association meetings, incentive events, seminars and workshops.