Madrid is named the world’s top MICE destination

For the fourth year in a row, Madrid was named the world’s top meetings and conferences destination in the grand final of the prestigious World Travel Awards. Oman was selected to host the ceremony which went ahead on 11 November at Al Bustan Palace, a Ritz-Carlton Hotel in the city of Muscat. The decision was based on votes submitted by industry professionals, media representatives and consumers from around the world who rated Madrid as the top contender in the World’s Leading Meetings & Conference Destination category. Announced at smaller galas at an earlier date, the city’s competitors were the winners of the same award in their respective regional categories of Europe, the Middle East, Asia and Oceania, Africa and the Indian Ocean, Latin America, and North America.

This latest recognition for the capital is the crowning achievement in a long list of awards during recent years which have raised Madrid’s profile to the highest level. In 2022 alone, the city has been named Europe’s Leading Meetings & Conference Destination for the fifth time in a row at the World Travel Awards, and Europe's Best MICE Destination for the third year in a row at the World MICE Awards. In addition, the international fair FITUR 2022 saw Madrid chosen as the World's Best MICE Destination at the first edition of the Travellers Awards given out by the web-based media outlet Periodista Digital.

A special mention should also be given to the 2023 Global Meetings & Events Forecast published by the Meetings & Events division of American Express Global Business Travel, which ranks Madrid as the top meeting destination in Europe, followed by Barcelona, London, Paris and Manchester. Based on a survey of 580 industry professionals in 23 different countries, the forecast places particular emphasis on the importance of sustainability and the incorporation of diversity, equity and inclusion as key criteria in the MICE segment. In this regard, Madrid City Council, working through the specialised department Madrid Convention Bureau, has launched important initiatives in recent years such as PLUS, the first comprehensive sustainability tool for meetings and events, and has implemented concepts like legacy, with which it seeks to extend the positive effects of such events to other sectors, working in partnership with local stakeholders.

The result of hard work

All of this recognition attests to the high level of quality and competitiveness of Madrid’s MICE sector⁠—unarguably the result of the investment and push for professionalism made by Madrid City Council and other public institutions, as well as the private sector⁠—and demonstrates that Madrid is a main global player in terms of its MICE sector offerings. Of particular note is the work of Madrid Convention Bureau. The organisation is responsible for positioning the Spanish capital as a top MICE destination in the international arena, and acts as the sole liaison between the companies and organisations linked to Madrid’s MICE industry and any company or organisation that wishes to hold a meeting in the city. It’s the best example of partnership between the city council and the private sector, a pairing whose fantastic teamwork has earned global acclaim.

These awards also acknowledge the fact that Madrid’s MICE tourism has been able to adapt to new circumstances in recent, turbulent years, and that a firm commitment to the promotion of the city has been made, with unwavering faith in all of its professional organisers. The capital was able to adjust quickly to the new scenario resulting from the pandemic, while ensuring the highest standard of safety for participants and laying the foundation for a strong recovery, with MICE activity already back to 100%.

Today, Madrid is also a city that leads the way with top-tier infrastructure and services for the organisation of professional events, compliant with all current safety protocols, in addition to boasting a range of cultural and leisure offerings among the best in the world. All of this potential, as well as a commitment to elements of key importance in the new era of tourism, such as sustainability and legacy, make the Spanish capital a leading MICE destination.

To find out more about Madrid and the latest news:

• LinkedIn: Madrid-Convention.Bureau
• Web: Madrid Convention Bureau