MICE tourism brought €5.674 billion to Madrid in 2024
23 April, 2025Madrid consolidated its position as a leading destination for meetings, incentives, congresses and events (MICE) tourism in 2024, according to data released by the Madrid Convention Bureau. Over the last year, the capital hosted 54,784 meetings, with a total participation of 2.58 million attendees, figures that represent growth of 2.3% and 2.28% respectively compared to 2023. The economic impact reached €5.674 billion, an 8.3% increase, representing 23.5% of the national expenditure of the MICE segment.
The councillor responsible for Tourism, Almudena Maíllo, highlighted the role of MICE tourism as an economic driver and strategic positioning factor for the destination, supported by an expanding hotel industry and a competitive offer as regards safety, cleanliness and leisure. With regard to the evolution of the visitor profile, in 2024 an average stay of 2.8 days was recorded for domestic tourists (28.6% more) and 4.5 days for international tourists (2.22% more).
The General Assembly of the Madrid Convention Bureau also presented its roadmap focused on sustainability and the positive legacy of events. New tools include a guide to designing meetings with social impact, a directory of local entities and a compilation of 100 ideas for sustainable events, as well as the renewal of its Board of Trustees until 2027.