Madrid confirms its position as a major MICE destination

The scene opens on the famous Plaza Mayor. Jane, who is organising a major event, gazes out over Madrid's iconic square before setting off to explore the Spanish capital, under an ever-blue sky. Seduced by the professionalism of the hoteliers and the quality of event venues visitedJane is also reassured by the health protocols in place to guarantee the safety of participants.

In just over three minutes, the promotional film "Jane Meets Madrid", produced by the Madrid Convention Bureau (MCB), sums up perfectly the assets of the Spanish capital, its dynamism and its warm, festive atmosphere, but above all the quality of its MICE offering. The result: a total success, winning the prize for best tourism film in the MICE & Events category at The Golden City Gate festival in Berlin and at the international tourism film festivals held in Cappadocia and Cape Town.

This award is proof of the Madrid Convention Bureau's efforts to reaffirm the destination's position as a world-class tourist destination. one of the world's leading venues for conferences, events and meetings. This was the case even before the Covid crisis, with the Spanish capital rising to third place in the ICCA rankings in 2018.

As Spain's leading MICE destination, Madrid hosted almost 25,445 meetings in 2019, including 2,900 congresses, more than 800 of which were international in scope. Here are some of the highlights that will appeal to organisers: state-of-the-art meeting and exhibition centres and unique gala venuesIt also boasts unrivalled accessibility, with 200 direct flights from over 70 countries and around 30 cities linked to Madrid by high-speed train.

In terms of accommodation, restaurants and culture, the Spanish capital also has everything to welcome and entertain travellers, with over 800 hotels, a hundred museums and art galleries and thousands of bars and restaurants. Added to all this is a trendy feature: a touch of green. Madrid is one of the world's greenest cities, and the city's Convention Bureau has made sustainability a key part of its strategy.

It's hardly surprising, then, that with such forces at work Madrid goes from reward to reward. At the end of last year, the Spanish capital was elected "the world's best destination for meetings and conferences". at the 27th World Travel Awards. In spite of the pandemic, 2020 was a prolific year, with Madrid also being voted - for the third year running - 'Best European Destination for Meetings and Conferences' at the World Travel Awards, as well as 'Best European Destination for Meetings and Conferences' at the World Travel Awards. "Europe's best MICE destination at the inaugural World MICE Awards.

Madrid is making its mark against the competition, from Paris and Vienna in Europe, to Dubai and Las Vegas. Its solid fundamentals mean that it can look forward to the post-Covid era under the best possible auspices. All the more so as, to reinforce its pre-eminent position, the organisation specialising in MICE promotion in the Spanish capital has demonstrated its ability to adapt to changing circumstances. The Madrid Convention Bureau has united all the players in the tourism industry around high-level health and risk management protocols.s. This has enabled the city to continue hosting events and meetings throughout this chaotic period. Professionalism, creativity and, above all, passion: the Spanish capital does everything in its power to exceed organisers' expectations.