Spain is the leading destination for MICE organisers
27 July, 2022The Spanish Tourism Institute (Turespaña) has taken part in a study exploring the MICE market called the Portrait of European meeting and Convention Travel, which was carried out by MMGY Travel Intelligence in association with IMEX and Hills Balfour. The study focused on the changes experienced in this market over the last 5 years, the specific hurdles and challenges caused by the current situation, including the consequences of the pandemic and the current war in Ukraine, and future opportunities.
The first wave of the study (Spring 2022) has identified Spain as the leading destination for meeting and event organisers, followed by France, Germany, Italy and the United Kingdom. This result has been attributed to favourable advantages such as the weather, cost-benefit ratio, accessibility/closeness, landscape and surroundings, gastronomy, attractive cities and the good atmosphere that the country offers travellers.
The study’s results have shown that the MICE sector consider Spain’s key strengths to include weather, the cost-benefit ratio and gastronomy, while for those visiting for different types of meetings mention climate, accessibility/closeness, landscape and environment, gastronomy, cities and the good atmosphere provided for travellers as key advantages.