Madrid is a city of great chapters. There is the Madrid of the Austrias: with its court and its empire. Or the Madrid of the Bourbons: with its urban development and modernization. Also, the romantic and realistic Madrid: full of great social changes, literature and art. And the Madrid of the 20th century: with its transition, its migrations and the consolidation of the metropolis. The capital, today, is a nerve center of the economy. Thanks to its communications, logistics and infrastructure, it opens a new episode in its history: that of being the best destination for meetings and congresses in Europe. At least that’s what certain certifications say. The capital has been chosen as the Best Meetings and Congress Destination in Europe 2025 at the World Travel Awards (Europe’s Leading Meetings & Business Destination). This is a recognition that the city receives for the eighth consecutive year for its excellence and leadership in the sector, known in English by its acronym: Mice, Meetings, Incentives, Conferences, and Exhibitions. “The recognition is for Madrid as a whole and all the actors involved in the wealth that this activity brings to the city contribute,” acknowledges Belén Mann, director of conventions and congresses at Ifema Madrid. The representative of the consortium, which collaborates with the Madrid Convention Bureau in its objective of positioning the capital at the top of international Mice destinations, indicates that the recognition is a boost to the activities that allow the celebration of different events throughout the year. The city has a very important hotel industry, crucial to attracting large events or many smaller, but consecutive fairs. Added to this is the number of direct flights: the largest in Spain. As well as the transportation infrastructure, which is notable and has an excellent connection to the main meeting place, Mann recognizes. “Ifema Madrid is well connected to both the airport and the city center and, due to its size, it can host everything from small to very large meetings.” Such is the weight of this activity that it has already been consolidated as a strategic sector for the Madrid economy, with a great capacity to create employment, attract investment and reinforce the international projection of the region, according to a recent report by the Institute of Economic Studies (IEE). Event tourism generates higher spending per visitor than other tourism segments and activates high productivity sectors (such as business services, advanced logistics, high-end hospitality or cultural and technological offerings, among others). According to the IEE, each euro of direct spending associated with event tourism generates a total economic impact of two euros. Within Mice activities, the Community of Madrid multiplies by eight their weight over the total national tourist activity (26% compared to 3% in Spain), attracts a greater proportion of international Mice tourists (29% compared to 11%) and exceeds the average daily expenditure of international visitors by more than 50 euros (400 euros compared to 350 euros). Last year, Mice tourism represented the core of Madrid’s event tourism, with almost 55,000 meetings and 2.6 million attendees, which generated an economic impact equivalent to 2% of the regional GDP and an average daily expense higher than that of the rest of the country. “It is a sector that combines economic profitability with international projection, consolidating the Community of Madrid as one of the main international destinations for event tourism,” says the Institute. Madrid is known for its cultural activity, nightlife and climate, Mann emphasizes. Proof of this are the 12 calls for large international conferences that Ifema Madrid has hosted, in which more than 45,000 attendees from the five continents gathered. Among the meetings held, it is worth highlighting the European Congress of Urology, which for the third time chose Madrid as its venue. Or also the World Congress of Cardiology, which attracted more than 30,000 doctors in this specialty in August.
Gate of Europe
«Madrid is the gateway to Europe for flights from Latin America. Therefore, congresses highly value not having too many stopovers. If you come from Latin America, there are normally direct flights or there are very frequent direct flights to the capital. And that helps,» summarizes Mann. The IEE indicates that the celebration of large international events contributes to improving the reputation and global visibility of the city, to promoting the attraction of talent and foreign investment and to consolidating business and technological networks. “The thematic and temporal diversification of the calendar favors a more balanced annual distribution of tourist activity, reducing seasonality and optimizing the use of business resources and regional infrastructure,” he highlights. To expand and sustain this competitive advantage, it is essential to evolve, states the IEE. A strategy is required that not only integrates global trends, but spearheads them, placing special emphasis on sustainability and digitalization. Only in this way will its global leadership be strengthened and the resilient and long-term development of the entire sector will be ensured, the Institute’s report states. What is required is continuity and sustained effort. “That’s the formula we’ve applied successfully for years,” says Mann. «It is essential to maintain the promotion of the city as a Mice destination. A pillar of our success is institutional collaboration: whenever we present a candidacy for a congress or a large corporate event, we work closely with the Convention Bureau, the City Council’s office specialized in Mice business,» he explains. This synergy allows for the presentation of joint candidatures, where not only the venue is promoted, but the city as a whole, offering a unique ecosystem. “Madrid is fashionable,” he concludes.
