IFEMA and Madrid will be the strategic setting that will host, again and in a few months, the celebration of FITUR MICE, within the framework of the great international tourism event, FITUR 2021. And it is that IFEMA has been awarded as Best Convention Center and MICE World Destination in the first edition of the World Travel Awards, the global initiative that recognizes excellence in the travel, tourism and hospitality sectors. On the other hand, the Spanish capital has also been recognized once again as the best meeting tourism destination in Europe, by winning the Europe’s Leading Meetings & Conference Destination category at the World Travel Awards 2020.
In this way, and with the focus on specialization, business and professionalization, FITUR 2021, prepares, among its contents, an agenda of B2B meetings for the meeting between supply and demand specialized in this key segment for the dynamization of the tourism industry globally. The FITUR MICE section, which, as every year, will have the collaboration of MITM Events, a company specialized in organizing B2B events for the MICE sector, and the support of the network of IFEMA Delegations around the world, will offer its own space during the two days prior to FITUR 2021, May 17 and 18, to hold these meetings in an exclusively professional environment aimed at establishing efficient contacts and generating business.
For some years now, IFEMA has been promoting its MICE activity, both in the organization of events and professional fairs, as well as hosting large international events and congresses with thousands of attendees. Specifically, in 2019, the institution hosted 749 conventions and professional events, in addition to 18 large conferences with exhibitions; 25% and 125% more, respectively, than the previous year
Along these lines, IFEMA’s MICE activity has also boosted Madrid’s positioning in these awards as the Best Meeting Tourism Destination in Europe, an award that it obtains for the third consecutive year, and which highlights the business tourism offer of the Spanish capital compared to to other large European cities, such as Barcelona, Vienna, Paris or Berlin. After its victory in the European call for the World Travel Awards, Madrid will now compete for the world title, an award that it already achieved last year.
Extensive program at FITUR MICE
The FITUR MICE meeting program offers participating exhibitors a schedule of pre-established appointments with company executives, rigorously selected based on criteria that will assess the high business potential and purchase decision. Among the profiles called are corporations, associations, incentive companies, Business Travel companies, and event and conference organizers. An average of 30 appointments scheduled for each participant is estimated. FITUR MICE will be completed with a networking program made up of holding different social events that will allow for more contacts and strengthen ties between participants.