Madrid appears in different reports as the best European city to hold events. Studies such as the Global Meeting
It is a business that generated an economic impact of between 1,700 and 2,000 million in 2022 and brought together more than two million participants. This type of business tourism also left two million annual participants in nightlife and shows in the capital.
César González, president of the Spanish Events Association, Aevea, explains the importance of this reality.
What does Madrid offer compared to Barcelona and other cities to attract this type of event?
Madrid has made a firm commitment to the experiential marketing sector through the professionalization of its structures, the training of the human team and the integration of technology into the value chain, which has made it possible to turn the city into a unique location.
The capital has grown along with large European cities thanks to the development in recent years of a wide range of infrastructures and services. The collaboration of the public and private sectors has facilitated the attraction of large events, such as premieres of large productions, concerts by national and international artists, product presentations of global companies, or reference events such as the Pride party (MADO).
For the second consecutive year, Madrid appears as the best MICE destination in Europe at the World MICE Awards, as well as the best meeting destination at the World Travel Awards.
How does it beat Barcelona and why?
Both cities offer innumerable possibilities derived from their own identity and characteristics. In fact, the annual report ‘Global Meetings
Both cities have an innovative and professional experiential marketing industry that places them at the forefront of meeting tourism. The main characteristic that can differentiate them is a greater concentration in Madrid, in recent years, of the headquarters of important companies, which favors the increase in corporate events.
What number of people does each event attract and how much does this type of tourist spend on average?
According to data provided by the Madrid Convention Bureau, with a Braintrust report, in 2022, convention tourism had an economic impact of 1,715 million euros for the city. During the past year, Madrid hosted more than 44,500 meetings between congresses, conventions and conferences, bringing together more than two million participants. The average cost of an international tourist stands at 1,539 euros, compared to the 753 euros invested by national tourists.
What does Barcelona have to do to avoid losing that race?
Barcelona offers a differential proposal supported by a powerful and experienced experiential marketing sector. The city is not losing any race, especially if we take into account that large corporate events trust it over other international destinations, such as McDonald’s, which will move its annual convention outside the United States in 2024 for the first time in its history, with Barcelona being the place chosen to connect with its European market. Or the Mobile World Congress, the largest congress on connectivity in the world, which has also chosen Barcelona as its venue until the year 2030. To this we must add the hosting of the 37th edition of the America’s Cup next year, an event that could reach more than 1,000 million euros and which will project the image of Barcelona throughout the world.
It is essential that the incoming government continue to focus on promoting Barcelona as a global destination for corporate events, since its collaboration is essential to attract new international proposals that position the city as a benchmark.
Is the Catalan language an impediment to attract this type of event?
Most of the international events that take place, both in Barcelona and Madrid, use English as the main language for moderation and exchange of ideas.
What are the best-known events that have been held so far this year in Madrid?
The calendar of corporate events held in the city of Madrid is increasingly extensive and recognized. Some examples are Fruit Attraction, carried out by the food industry, Simo Educación y Aula, organized by the education sector, Madrid Fusión, carried out by the gastronomic sector, MBFW Madrid, by the fashion industry, Arco Madrid, among the most important in the cultural sector, or the international event par excellence in the city, the Madrid International Tourism Fair, Fitur. In addition, large multinationals from all sectors choose Madrid for product presentations, conventions…
Does this type of traveler stay longer in the city once his trip is over for work?
According to data from the Braintrust study, 85% of foreign visitors who visit Madrid to attend a corporate event spend three or more nights in the capital, while the average among national tourists is 2.2 nights, which shows the attractiveness of the city.
What new events, such as an urban Formula 1 award, can be attractive for the capital?
Sectors such as luxury are beginning to focus on the capital to celebrate their big events, in addition to the growing demand for cultural events, including concerts and festivals.
What is missing from Madrid to gain positions in the European ranking?
Madrid is currently in the Top 5 MICE destinations along with London, Barcelona, ??Paris and Manchester. Its potential to host corporate events is at the same level as the rest of the strategic European cities for the sector, and its real challenge is to maintain this pulse.
Madrid has made a strong commitment to high-caliber infrastructures that are already beginning to see the light of day, such as the Nuevo Bernabéu, the reopening of the Albéniz theater, or the new theater at Príncipe Pío station, or those that are planned to open in the near future, such as the Palacio de Congresos de Castellana, Renazca Madrid, or Madrid Nuevo Norte, among others.
