Almudena Maíllo: "MICE tourism in Madrid has grown in quality and social value"

How important is MICE tourism in Madrid and how has it evolved in recent years? 

MICE tourism is key to Madrid's quality tourism model. It is a cross-cutting economic engine for the city and contributes to the deseasonalisation and decentralisation of tourism. It also projects an image of a dynamic, creative and forward-looking city, attracting talent and stimulating innovation.

Madrid has been able to evolve with this sector. We are committed to purposeful tourism that leaves a positive legacy in the city. Events are now more sustainable and we have seen attendees extend their stay, with a 22.9% increase in overnight stays. MICE tourism in Madrid has grown in quality and social value.

What were the figures in 2024 and what are the expectations for 2025?

2024 reaffirmed Madrid as a major MICE tourism capital. We were recognised, for the sixth consecutive year, as the ‘World's Leading Meetings & Conference Destination’ according to The World Travel Awards.

MICE tourism generated 2.55 billion euros of direct economic impact in 2024 and Madrid accounted for almost 24% of the total national meetings tourism expenditure. It should be noted that 58.5% of the attendees were from overseas, with a total spend of 1,686 euros per participant.

Looking ahead to 2025, the outlook is very good. We will continue to strengthen our presence in key markets such as the United States and Europe, and we will especially promote Latin America, a strategic market for Madrid due to its cultural proximity and connectivity. We are also working to attract events linked to strategic economic sectors for the city, such as cybersecurity, big data, Fintech and e-health.

What role does the competitiveness of Madrid's professional ecosystem and the infrastructure, hotel and gastronomic offer play in attracting this type of tourism?

Madrid is one of the most competitive destinations in the world in MICE tourism and this is possible thanks to its professional ecosystem, its modern infrastructure, its global connectivity and a first class hotel and gastronomic offer.

We have talent, creativity and a unique lifestyle. The visitor finds in Madrid a vibrant, safe, well-connected city with a cultural and gastronomic life that is hard to match. Moreover, public-private collaboration is one of our greatest strengths and is highly valued by event and congress organisers.

What actions are planned to further boost MICE tourism in the coming years?

We want to consolidate and extend our leadership, and to this end we are working along several lines. On the one hand, we are diversifying markets and focusing on strategic sectors that generate synergies with Madrid's business fabric. On the other, we are promoting purposeful tourism. Madrid Convention Bureau has developed a series of tools that will help conference and meeting organisers to integrate sustainability into their events in Madrid. One example of this is the Directory of Social Organisations, a tool that helps link events to local causes.

The recovery of key infrastructures such as the Palacio de Congresos on the Paseo de la Castellana and the extension of Madrid-Barajas Airport with its corresponding intermodality will strengthen Madrid's competitiveness.

Do you have any other comments about the industry that you would like to add?

We are very proud of the work that has been done over the years between the public and private sector. Madrid would not be a leading destination in MICE tourism without the talent of the professionals who make it possible for the city to host memorable conferences and events.