Madrid and Barcelona have long dominated the MICE destinations in Spain. However, Valencia and Málaga are rapidly emerging as formidable contenders in this arena, according to recent insights from a leading business travel company.
This shift in location is largely attributed to the proactive efforts of local convention bureaus, and MICE organisers such as TOMA & COE.
Málaga: The New MICE Hub
Málaga, traditionally known for its beaches, is now making waves as one of the burgeoning MICE destinations in Spain. Often referred to as Spain’s “Silicon Valley,” the city is emerging as a major hub for technology and investment. The arrival of multinational companies such as Google have bolstered that reputation.
Malaga ranks third in Spain for business startups, after Madrid and Barcelona. It is also very well-connected with its international airport not only covering Europe but also Montreal, New York, Abu Dhabi, Dohar, Bahrain and Kuwait.
This transformation is attracting a wealth of investment and boosting Málaga’s reputation as a centre for innovation and entrepreneurship.
Valencia: A Rising Star
Valencia has significantly increased its presence in the MICE sector by enhancing its air connectivity and expanding its range of accommodations. The city’s improved national and international flight options make it easier for visitors and event participants to travel from around the globe.
Moreover, Valencia has seen a substantial increase in its hospitality offerings, from high-end luxury hotels to budget-friendly options, catering to diverse needs and budgets. The city’s modern infrastructure is also a key draw, with a host of versatile venues.
Among its standout venues are the Palacio de Congresos and the City of Arts and Sciences, facilities perfect for large conferences, corporate gatherings and innovative events.
The role of local agencies
A key factor in the rise of both Valencia and Málaga has been the proactive efforts of their local convention bureaus and agencies.
These organisations, specialised in promoting their cities as premier MICE destinations, provide invaluable support to event organisers.
