Barcelona and Madrid keep Spain at the top of the global MICE industry


The MICE industry continues to evolve rapidly as a result of the international economic situation and the commitment of countries to promote their main cities as key destinations for those organisations that, in one way or another, are committed to the corporate events sector. In this sense, Barcelona and Madrid have continued this year to consolidate Spain as the main destination in Europe for the organization of corporate events, while cities such as Valencia, Seville, Bilbao or Palma de Mallorca have taken a step forward as alternatives for its good air connection, its infrastructure, its hospitality industry and historical, gastronomic and cultural heritage.

By geographical areas, Europe, Asia-Pacific and the United States continue to be the most attractive regions for professional tourism worldwide, while the growth of Latin America deserves special mention. In Europe, the cities of London, Paris, Barcelona, Vienna, Berlin, Madrid, Prague and Lisbon stand out; in Asia-Pacific, Singapore, Hong Kong, Seoul, Bangkok and Tokyo stand out; in the United States, the cities of Orlando, Chicago, Las Vegas and Atlanta continue to occupy a large part of the limelight; while in Latin America, Buenos Aires, Mexico City, Rio de Janeiro and Sao Paulo are the main international exponents.

These are some of the data that the spokespersons of Ovation Global DMC have exposed during the IBTM World 2018, International Fair of Incentives, Business Trips and Meetings. As a leading global event in the MICE meetings industry, the fair brought together more than 3,000 exhibitors from 150 countries and up to 15,500 professionals from the sector to encourage the emergence of new businesses among agencies, hotel chains, tourist offices and destinations.

Rutger Hoorn, Vice President of Sales of Ovation Global DMC, states that "with the continuous changes and advances in our industry, from a technological point of view to the changes in demand, we must bear in mind that when we provide experiences to a current generation like the millennials, it means that we must be attentive to all these factors. Spain plays an important role and with an adequate team that is growing both in Madrid and Barcelona, we are convinced that we will continue to offer the best solutions in the same way that we do in the rest of the world".

New trends and proposals to continue surprising the client

Augmented reality, virtual reality, artificial intelligence or mobile applications play an increasingly important role in the success of attending an event and the return on investment. The generation of engagement with attendees is also measurable from technology and digital marketing applied to the events sector. On the other hand, the choice of venue for these events is also increasingly key to achieve maximum attendance and impact of the event, as it is the attendees themselves who will act as prescribers of it.

Rudolf Rannegger, Deputy Manager Spain & Portugal of Ovation Global DMC, stresses that "it is essential to implement strategies that serve to promote and retain potential customers of a particular destination for growth. In this sense, all parties involved must row in the same direction, from the tourism authorities to the hotel sector, through airlines and agencies. The key is that there is coordination and advantages for the organizer.

Ovation Global DMC is the destination management company of the MCI Group, providing services to associations, corporations and agencies in more than 100 destinations in Europe, the Middle East, Africa, Asia, North America and South America for more than 25 years. With offices in Barcelona and Madrid, Ovation Spain DMC is one of the country's leading DMCs and has been instrumental in MCI Group's recent 14 years in Spain.