Spain’s Meetings, Incentives, Conferences and Exhibitions (MICE) sector is not just recovering, it’s thriving. In 2024, Madrid alone generated an impressive €5,674 billion in MICE-related income.

As one of Europe’s most attractive business event destinations, Spain is looking to expand Madrid’s success across the country.

The growth is part of a broader trend: business travel in Spain is on a steep upward trajectory. In 2022, the country hosted 6.8 million business travellers. By 2026, that number is forecast to climb to 10.91 million. Much of this growth comes from strategic government and private investment, improved infrastructure, and Spain’s proven ability to host large-scale events with flair and professionalism.

MICE tourism contributes significantly to local economies. Delegates spend more per day than leisure tourists, and events often take place in off-peak seasons, helping balance out the year-round tourism economy. Cities like Barcelona, Valencia, Seville and Malaga are all pushing to attract more events, not only to boost revenue but also to support jobs, innovation, and local culture.

Spain’s appeal goes beyond business. International delegates are drawn by the country’s heritage, cuisine, climate, and post-conference leisure opportunities. This blend of business and pleasure – or «bleisure» – is becoming a powerful driver in destination choice.

Capture Spain’s potential

For organisers seeking fresh, culturally rich experiences, Spain offers enormous potential. And for DMCs like TOMA & COE, this boom represents an ideal opportunity to design bespoke experiences that go beyond the boardroom.

As the global MICE market looks for more authentic, sustainable, and inspiring destinations, Spain is well-placed to lead. For companies, associations, and planners looking to blend productivity with soul, it might just be time to say «Hola» to Spain.

Sources: Madrid Convention Bureau; TurEspaña; Cluster Turismo Galicia