Andalusia boosts its MICE ambition with a new Convention Bureau
13 May, 2026Andalusia wants to make a qualitative leap in conference tourism with the launch of the Andalucía Convention Bureau, a strategic tool to strengthen the attraction of events, increase their economic impact and project a unified image of the destination. The region receives over 600,000 travellers each year linked to the MICE segment, who generate around €285 million in direct tourist expenditure.
The initiative is born as a commitment by the Junta de Andalucía to move towards a tourism model with higher added value, more coordinated, professional and competitive. The project seeks to strengthen cooperation between administrations, local convention bureaux and key players in the Andalusian ecosystem, without overlapping competences. It also aims to optimise resources and provide common tools in measurement, innovation, digitalisation, training and sustainability.
With over 350,000 places across event venues, Andalusia reinforces its credentials as a destination prepared for meetings, incentives, conferences and events. The roadmap presented by the regional minister Arturo Bernal aims to attract higher-spending visitors, generate more skilled employment, manage seasonality and diversify the offer. The objective is clear: to position Andalusia as a benchmark international MICE destination, with a cohesive, efficient proposal oriented towards the future of the sector.