MICE Summit 2026, a new forum at FITUR that will bring together experts in meetings, incentives, conferences and events tourism
Experts will be addressing the role of business tourism as a tool for territorial development and international projection on Wednesday 21 January in Hall 10.
The International Tourism Trade Fair, organised by IFEMA MADRID from 21 to 25 January, announces the hosting of the MICE Summit 2026, organised in collaboration with FORO MICE, a federation that brings together the main players in the value chain of the business tourism industry in Spain.
Through this high-level strategic meeting, which is taking place on 21 January in Hall 10 of the Trade Fair Centre, the international positioning of the destinations and companies that form part of the value chain of meetings, incentives, congresses and events tourism (MICE) will be strengthened.
The hosting of the MICE Summit reinforces the Trade Fair’s role as a global benchmark for all tourism segments and consolidates Madrid and Spain as leading destinations in the organisation of high added value events for various economic sectors.
It will gather together leading institutional representatives and industry leaders to analyse the evolution and challenges of the meetings and events sector from a strategic and territorial perspective. The conference will open with a reflection on Spain as a MICE destination, highlighting its territorial diversity as a complex but differentiating competitive advantage, with contributions from Spain Convention Bureau, Turespaña and ICCA Iberian Chapter. Next, the international perspective will be presented by Óscar Cerezales, Global President of MCI Group, who will address the impact of disruption in the MICE sector, analysing the geopolitical context, the changes in business models and the opportunities that are opening up for destinations and organisers in a constantly transforming global scenario.
The debate will continue with an analysis of the entry of new players and the role of capital in the MICE industry, with the participation of investment, consultancy and audiovisual industry experts from GPF Partners and Group Mediapro. The State of Mexico's MICE Tourism will also be presented, highlighting its promotion and development strategy, in collaboration with the Mexican Council of the Meetings Industry (Consejo Mexicano de la Industria de Reuniones). Finally, tourism managers from the Community of Madrid, Andalusia, Cantabria and Castilla y León will be sharing their views on the global positioning of the territory.