The events industry asserts its economic weight and strategic role before more than 400 sector professionals

The MICE Forum Summit held its ninth edition, bringing together more than 400 professionals from the meetings and events industry, surpassing last year’s participation figures and consolidating itself as the leading meeting point for the sector in Spain.

The event, held at the El Olivar Complex (Alcalá de Henares), was attended by prominent authorities, including the city’s mayor, the Deputy Minister of the Community of Madrid, the president of the Spanish Confederation of Business Organizations (CEOE), and the Secretary of State for Tourism, reflecting the growing institutional interest in a key industry for the economy and the country’s international projection.

Under the theme “MICE Symphony – When the industry plays in unison,” the summit brought together companies, associations, destinations, institutions, experts, and young professionals to analyze the main challenges and opportunities facing the sector, from market evolution and the geopolitical context to innovation, talent, and sustainability.

The MICE industry represents one of the highest value-added segments within tourism and the service economy, with a direct impact on multiple sectors and a significant role in generating economic activity, skilled employment, and Spain’s international positioning.

In this context, the president of the MICE Forum delivered a clear message during the opening:
“The MICE industry in Spain is already a consolidated reality; now the challenge is not to grow further, but to achieve the level of influence that matches our impact.”

He also called for greater institutional recognition of the sector:
“We must be at the tables where decisions are made. The MICE industry must actively participate in the spaces where its future is defined.”

The president also emphasized the importance of sector unity as a driver of growth and the responsibility to represent, defend, and advance an industry that is strategic for the country.

“When the MICE industry speaks with one voice, its influence on decision-making is stronger.”

Throughout the day, key topics were addressed, including Spain’s competitiveness as an international destination, sector professionalization, talent attraction, the application of artificial intelligence to the events business, and the need to move towards a more structured and recognized industry model.

The growth in participation and the diversity of attendee profiles—companies, institutions, destinations, associations, and future professionals—reinforce the positioning of the MICE Forum Summit as the benchmark event for the sector in Spain, as well as its role as a platform for dialogue and joint industry development.

Source: MICE Forum