At the G20 Tourism Ministers’ Summit in South Africa, Spain’s Tourism Minister, Jordi Hereu, delivered a message that resonates deeply with the international events industry: the future of travel will be digital, sustainable, and inclusive. Spain’s forthcoming Tourism Strategy 2030 is designed to place the country at the forefront of global tourism transformation.
For MICE organisers and DMCs, this represents not just policy, but a powerful invitation to innovate alongside a destination that is already ahead of the curve.
Digital transformation for seamless experiences
Spain has committed more than €337 million to digital projects, including the Smart Destination Platform and the nationwide Smart Tourist Destinations network. For the MICE market, these advances mean intelligent infrastructure, real-time data, and seamless logistics — the building blocks of exceptional event delivery.
Hereu emphasised that sustainability is more than a buzzword. Spain’s new strategy focuses on diversifying destinations, measuring social impact, and promoting gender equality in tourism leadership. For event planners, this aligns with the growing demand from corporations and associations for meetings and incentives that leave a lasting, positive legacy.
Connectivity and new horizons
Air connectivity remains central to Spain’s vision. By strengthening routes and integrating crisis management into planning, Spain is not only protecting its major hubs but also opening up new opportunities in secondary cities and emerging regions.
For MICE, this translates into fresh canvases for incentive travel, conferences, and retreats.
TOMA & Coe: Pioneering sustainable luxury in Andalucía
For more than a decade, TOMA & Coe has been at the heart of this movement in Andalucía, designing experiences that blend luxury with responsibility. Long before sustainability became a global mandate, TOMA was already working with communities, and creating journeys that respect the land and its people.
TOMA & Coe continues to lead in Andalucía – curating corporate retreats, incentives, and bespoke events that embody the values of Tourism 2030. For international planners seeking not just an event, but an experience with meaning, Andalucía and TOMA are ready.
