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IFEMA ESTABLISHES ITS POSITION AS A DRIVER OF MORE DYNAMIC BUSINESS TOURISM IN MADRID

- The promotion of Madrid as a business tourism destination is the goal of the new programme IFEMA PLUS, geared to encouraging greater attendance at trade fairs and longer stays for attendees, thus capitalising on their impact on the tourism and commercial offer of the city. More than 100 Madrid institutions, bodies and establishments are in on the project
- With more than 2 million visitors, and an annual offer of 80 trade fairs and nearly 500 events, IFEMA makes a significant contribution to Madrid's fourth place in the world ranking of cities for congresses
- The development of new projects, its growing weight as the host of major international congresses, and the international expansion of its fairs are the focus of IFEMA's strategy to reinforce its activity and contribute to driving the economy Madrid. 10 July 2013.

Noticia Prensa IFEMA G

Each year more than 2 million professionals and around 30,000 companies come to Madrid for the trade fairs and congresses held at Feria de Madrid. As well as around 80 fairs organised each year by IFEMA, there are nearly 500 professional meetings, congresses, conventions and events held on its premises, which have contributed to placing Madrid in fourth place in the world ranking of cities for congresses, ahead of Singapore, Barcelona and London, according to the latest surveys of the ICCA, the International Congress and Convention Association.

Taking into account that nearly 70% of the visitors to IFEMA each year are from different national and international locations outside Madrid, the trade fair institution has developed IFEMA PLUS, a programme intended to combine the interests of the fairs with those of the tourism industry in Madrid, encouraging more attendees to fairs and more stays in the city, as well as increasing their spending capacity in the different areas of Madrid's commercial, cultural and leisure options.

This promotional programme, available now at www.ifemaplus.ifema.es will begin on 6 September, coinciding with the new MOMAD METRÓPOLIS project, which brings together the Fashion, Footwear and Leather sectors, and will remain active during all the fairs held by IFEMA in 2013 and 2014.

This initiative forms part of IFEMA's efforts to reinforce its activity and thus its capacity to promote Madrid's business tourism offer. These fairs and congresses generate 2 billion euros for the economy of the Region, 1.2% of GDP and more than 40,000 jobs, which in the current climate represents a significant contribution and a key element in reactivating both the economic sectors and industries represented at the fairs, and the city and region as a business tourism destination. In 2013, IFEMA, despite the current economic and business crisis, is focusing all its resources on reinforcing its activity, expanding its calendar of events, and opening new avenues for growth by developing new projects, attracting major world congresses, and expanding its activities internationally. In 2013 it has introduced a total of 11 new initiatives which it organises itself, 3 of which were held in Asia and Latin America. The calendar also includes 5 new fairs organised by outside operators, and 11 major international congresses have been attracted to Madrid.

2013Eleven new Fair projects
The development of new fairs for professionals or open to the public was one of the goals for 2013. A total of 11 new fairs have been added to IFEMA's schedules, seeking areas of activity not previously represented, and providing support for different sectors of the economy to promote and market their brands and products. This is the case of IFEMA's new professional projects, which focus on EXPOBIKE, the bicycle industry fair, where IFEMA is a co-organiser for the first time; the SALÓN PROFESIONAL DE FLOTAS (Professional Fleet Show), an event aimed at the business side of the automobile sector, and the SALÓN DE LA PUERICULTURA (Childhood Products Trade Show), all being held in October.

Fairs for the general public are also becoming a more important part of IFEMA's activity, with a new project specialising in creative baking, DISEÑA EN DULCE, which will open in December, coinciding with another consolidated children's leisure fair, DABADUM. The video game industry event, MADRID GAMES WEEK, will also be returning in November and open to the public. In this segment two other notable initiatives are being studied, given their good reception and results, namely, the possibility of holding the SALÓN DEL VEHÍCULO DE OCASIÓN (Second-hand Car Show) and ALMONEDA

NAVIDAD (Christmas Antique Fair) twice a year. Traditionally, the former is held in May and the latter in April, and they could be repeated in November and December, respectively.

This year has also been a good year for events organised by independent operators, a significant area of growth for IFEMA, with new events such as Cinegética & Subaru, Semana del Seguro, Expo FoodService, and the World Bulk Oil Exhibition.

Asia and Latin America, international objectives
The search for external markets to expand IFEMA's activity and support companies which want to expand internationally, has been consolidated in 2013 with fairs organised in partnership with local operators in Chile and China. These efforts are initially being concentrated on Asia and Latin America as two potential markets where IFEMA will be venturing in 2013 with fairs such as MATELEC EIBTM China, in Shanghai, dedicated to the electrical equipment and technology industry, and the Latin American versions of two other famous industrial fairs held in Chile: SICUR, specialising in integrated security, and GENERA, on alternative energy, to be held from 16 to 18 October.

The presence of IFEMA in international markets not only represents an avenue for expanding its activity, it is also an important instrument for its policy of supporting business, specifically with regard to exports and expanding into new markets. To date, nearly a hundred Spanish companies have participated, through IFEMA, in different trade fairs abroad.

Major international congresses
The Congresses and Conventions area, which generates annual attendance figures of more than 300,000 professionals from around the world, has expanded significantly in the last two years, with IFEMA and Madrid being chosen as the site for major professional events. Thus, since 2012, large-scale meetings have included the pharmaceutical industry congress, CpHi, with more than 30,000 attendees from every continent; the meetings of the multinational SAP –Sapphire Now + Sap TechEd, which brought together 10,000 congress antendees from all over the world; the World ATM Congress, with 5,000 foreign air traffic professionals; the EULAR European Rheumatism Congress, with 14,000 attendees; the major meeting held by the IT giant MICROSOFT TechEd, with 4,000 developers from all over the world; and FEA, the international aerosol congress. Next year and beyond will bring more large-scale events that have chosen IFEMA over its international competitors, such as the European Cancer Congress, ESMO, with 16,000 international participants; the European Renal Association congress, ERA-EDTA, which will welcome more than 8,000 specialists and researchers; EWMA, the Conference of the European Wound Management Association; the European Atherosclerosis Society Congress, EAS; the World Psychiatric Association, WPA, with more than 8,000 attendees; the conference and exhibition of the International Society of Trenchless Technology, IbSTT NO DIG, which will bring together 5,000 participants, and the return of the World ATM Congress.

IFEMA PLUS

Despite this important activity, IFEMA wants to reinforce its actions to make the fairs more dynamic, bring in more visitors and capitalise on their impact on Madrid and its cultural, leisure and commercial offer, in order to drive business tourism.

For this reason IFEMA has developed the IFEMA PLUS programme to meet the needs of visitors and participants at the fairs, with the main goal of enhancing the image of Madrid as a destination not just for business, but for domestic and international tourism.

More than a hundred hotels, museums, theatres, cabarets, shops and leisure centres in Madrid have joined the programme so far, with interesting offers and exclusive experiences for visitors who come to the fairs, so that IFEMA can contribute to driving business tourism and its impact on the Madrid economy.

IFEMA PLUS is available on the platform www.ifemaplus.ifema.es, with access to all the experiences and offers available, configured for each fair. From hotels and transport with special offers for people coming to Madrid for a fair, to the most representative and unique leisure and culture offers in the city, with exhibitions, shows, gastronomy and a dazzling array of nightlife, shopping in the best areas, unique neighbourhoods and establishments adapted to trade fair opening times. The programme also includes a wide range of wellness options, running routes, spas and beauty and relaxation centres.

Among other special offers for fair visitors and participants, the IFEMA PLUS programme includes special discounts on temporary exhibitions in the main art museums on the city (the Prado, Reina Sofía and Thyssen-Bornemisza Museums), and the main theatre shows, such as the musical El Rey León, and theatre, dance and performing arts in the Teatros del Canal and other theatres in the capital. In the gastronomy section, a selection of signature, locally sourced and themed restaurants offer discounts and some unique experiences, such as an exclusive visit to the kitchen of Ramón Freixa to see how two Michelin stars work in a kitchen. The nightlife of Madrid also has a place, with various establishments offering free admission, specially designed invitations and cocktails, in a selection of terraces, cocktail lounges, and the best tablaos and legendary live music venues. Finally, shopping and wellness are also included in the programme, with tours of the best shopping districts in the region leaving from the fair, personal shopper services, purchases delivered to the hotel, and discounts.

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