23.05.2024 | 14:23

Why Madrid is the best MICE destination in Europe

17 April, 2024

Spain's capital, Madrid, has become the best destination for meeting tourism in Europe in its own right. MICE activity had a direct impact of €2,327 million in 2023, a figure that represents an increase of 35.6% compared to 2022 and 19.8% compared to 2019, according to data from the consulting firm Braintrust.

This has an economic impact of €5,238 million if indirect impact is taken into account. The capital was a highly sought-after destination for hosting professional meetings recording 53,560 events, 20.3% more than in 2022 and 2.1% more than in 2019. These events attracted 2.6 million visitors from all over the world to the capital.

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Madrid is the leading MICE destination in Europe, because for the seventh time it has been recognised as 'Europe's Leading Meetings & Conferences Destination' at the 2024 edition of the European World Travel Awards, held in Berlin on 6 March. For the seventh consecutive year, the famous awards decided by tourism industry professionals have highlighted the capital's leadership in this segment.