Madrid has been named the leading destination for organizing professional meetings and conferences for the fifth consecutive year. The capital received the award for Europe’s Leading Meetings & Conference Destination 2021 at the 29th edition of the World Travel Awards, the prestigious accolades in the tourism industry that recognize excellence in its key subsectors, held in Palma de Mallorca.
Professionals in the MICE sector (Meetings, Incentives, Conventions, and Exhibitions) from all over Europe, through their votes in each edition, place their trust in deciding which city is the reference for hosting major events.
Madrid has competed in this category against other European capitals such as Copenhagen, Barcelona, Paris, Istanbul, Amsterdam, and Berlin, among others.
Best Destination in the World
In addition to retaining its title as the best meetings destination in Europe, Madrid has a new challenge: to be recognized, for the fourth time, as the best meetings destination in the world at the grand final of the World Travel Awards, which will take place in December among the winners of the galas from Europe, Middle East, Asia and Australasia, Africa and Indian Ocean, Latin America, and North America and the Caribbean.
This recognition, which Madrid has held for three years, demonstrates, according to the delegate councilor for Tourism, Almudena Maíllo, “the high level of quality and competitiveness of meetings tourism in Madrid.”
In her opinion, the WTA award “is a recognition of the recent years of work, investment, and professionalization carried out by both the Madrid City Council and other public institutions, as well as the private sector, which demonstrates that Madrid is at the forefront of the global MICE industry.”
According to Maíllo, the collaboration between the City Council and the private sector is essential in this endeavor, exemplified by the Madrid Convention Bureau, the specialized office for meetings tourism of the City Council, which aims to position the Spanish capital as a top international MICE destination.
The role of this sector has been particularly relevant in recent years, during which it has not only adapted to new conditions but has also made a clear commitment to promoting Madrid, maintaining the trust of all professional organizers. Madrid quickly adjusted to the new scenario imposed by the pandemic, offering all the necessary guarantees to participants, and after two and a half years, it is now fully reopened and operating at 100% capacity in the MICE sector.
High Potential #MadridMICE
According to the councilor for Tourism, professionals have recognized Madrid as a leading city “that not only offers the best infrastructure and services for the organization of professional events and adheres to all current safety measures, but also provides the best cultural and complementary leisure offerings. This potential, combined with its commitment to essential aspects of the new tourism era such as sustainability and legacy, makes the capital a preferred destination for meetings tourism that meets the needs and expectations of the industry at all levels.”
This segment of meetings, events, and fairs has a significant impact on the capital, representing nearly 14% of total tourism in Madrid, with an economic impact exceeding 960 million euros.
Article created by Madrid Convention Bureau, available at this link.