The MICE industry, key to Spain's economic recovery

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The MICE industry, key to Spain's economic recovery
Fri February 12, 2021

Foro MICE has held the Confluence conference, a meeting whose purpose has been to value the sector as a strategic tool for organizations


The president of Foro MICE, Matilde Almandoz, opens this session by welcoming the more than 350 registered in this meeting, of which more than 70 have attended in person. Almandoz begins this day by stating that "we want to put on the table that the MICE sector is a tool that all entities and organizations share" and adds that "Spain is an important brand that we have to support together."

He is accompanied at the inauguration by Ángel Asensio, president of the Official Chamber of Commerce, Industry and Services of Madrid, who reflects on the need to “celebrate this type of event”. And he points out that “MICE is strategic and Madrid is committed to quality tourism.” Asensio also emphasizes that “apart from having a favorable ecosystem to invest and generate business, we have a very favorable environment for it”.

In this first part, the participation of Manuel Muñiz, Secretary of State for Global Spain stands out, who indicates that "the MICE industry will be key in the economic recovery of our country." Muñiz emphasizes that "it is an industry that has a substantial and indisputable value for Spain, not only in economic terms, but as a lever for projection of our image and reputation abroad. Together it constitutes 15% of our tourism sector. "In addition, it refers to a study by the Spain Convention Bureau in which it is stated that" in 2018 its direct economic impact reached 6,600 million euros, 8% more than 2017 " .

Luis Gandiaga, corporate general manager beon. Worldwide and past president MICE Forum presents the different panel discussions and moderates the first one on "The global and cross-cutting impact of MICE actions: essential to maintain social ties". Gandiaga refers to the fact that “the generalist media are also the media of the MICE sector. They have to be art and part of the sector ”. In addition, he emphasizes that "we are a sector and an industry and, as such, we must be considered".

In this first panel, Pablo López-Barajas, general director of events and special actions Atresmedia, intervenes, who indicates that the way of holding events has changed. From a media point of view, he points out that "you have to make a commitment and give support to the sector to recover as soon as possible and in this regard the media have a fundamental role." Pilar Sainz, director of communication, marketing and events at Vocento, points out during her speech that “throughout 2020 many of us have had to adapt to the new situation. And it is not that we have been reluctant to the digital event, but rather that we believe that the face-to-face event brings much more value ”. “Thanks to the digital universe, we have been able to continue in contact with our stakeholders. However, there are experiences that cannot be replaced by a screen ”. He ends by noting that "face-to-face events will return and they will do so so that professionals can experiment and live with the five senses." Alberto Prieto, chief of economy of El Español, affirms that “the organization of events is a virtuous circle”. He points out that "an event generates news and the news is our raw material." In addition, he emphasizes that "an event generates long-term content and mainly income, that is why it is an essential opportunity". For Prieto "for something to be news, it does not have to be bad, but rather be striking." He points out that "an event generates news and the news is our raw material." In addition, he emphasizes that "an event generates long-term content and mainly income, that is why it is an essential opportunity". For Prieto "for something to be news, it does not have to be bad, but rather be striking." He points out that "an event generates news and the news is our raw material." In addition, he emphasizes that "an event generates long-term content and mainly income, that is why it is an essential opportunity". For Prieto "for something to be news, it does not have to be bad, but rather be striking."

In the panel on "Strategic tools to work internally on values ​​in organizations" moderated by Matilde Almandoz, in which she raises what can be done from our associations so as not to lose focus on values. Matilde points out that "the experience provided by presence is indispensable" and adds that "in this sector, mobility is essential."

Accompanied by Javier Gándara, president of ALA -Association of Air Lines-, who points out during his speech that "there is no better time to reinvent ourselves than a crisis situation". Gándara also remarks that "there is a golden opportunity to implement aspects of innovation", and concludes by explaining that "we have managed to generate a safety environment on board, but we believe that it is essential to have common protocols, in a harmonized way, that establish a series of guidelines in which it is indicated in what way it will be possible to travel ”. Rafael Barbadillo, president of CONFEBUS -Spanish Confederation of Bus Transport- points out that "we have adopted all kinds of measures to make mobility safe" and, within the framework of the events, indicates that "we must return to the presence in the measure of the possible". He ends by pointing out that at this time it is very difficult to perceive the values ​​of the company "if you have not had social contact, if there has been no presence". Elsa Salvadores, deputy director general of the Madrid Chamber of Commerce, Industry and Services agrees that "it is time to think about transforming yourself." In addition, it indicates that "we have an important task in terms of generating confidence in the business fabric and the Chamber has an important role in this regard." He concludes by noting that "this situation has made us put the SDGs on our roadmap." indicates that "we have an important task in terms of generating confidence in the business fabric and the Chamber has an important role in this regard." He concludes by noting that "this situation has made us put the SDGs on our roadmap." indicates that "we have an important task in terms of generating confidence in the business fabric and the Chamber has an important role in this regard." He concludes by noting that "this situation has made us put the SDGs on our roadmap."

Almudena Maillo, Councilor for Tourism in Madrid has also intervened in this conference in which she points out that "the MICE sector is totally strategic for the city" and indicates that "we must continue to do things well so that MICE takes place in the best conditions ".

In the panel on Covid success stories moderated by María Gómez, head of EMEA Events Amadeus and president of EMA -Event Managers Association-, Juan Alía, marketing director of EGEDA -Sociedad de Servicios para los Productores Audiovisuales-, participates. For example, the celebration of the 26th edition of the José María Forqué Awards, where illusion and presence are emotional returns, but also “there are other types of very important returns such as economic returns”. It indicates that in face-to-face events it is important "the responsibility of promoters and guests to comply with the regulations."

Albert Planas, CEO of Nebext, points out that "presence is very important to make contacts and the pulse of a market". In addition, presence offers the possibility of "measuring leads, measuring the investment we make as a company, and getting contacts, something that has many limitations through a screen". In addition, it indicates that "the business model is totally different, there is one thing that cannot be replaced by anything and that is the face-to-face meeting, and companies know it."

Finally, the panel on “Reputation, a strategic factor in the external communication of the organizations of the future. How to work on the brand purpose ”, moderated by Maribel Rodríguez, vice president of WTTC -World Travel & Tourism Council- and president of WLT -Women Leading Tourism-. At this table, Víctor Conde, general director of MKT -Marketing Association of Spain- points out that "technology will give us more reach and diffusion, but it will never take away the wealth of presence", in addition, he indicates that "we must take all the precautionary measures to convey confidence "because it is a" professional and professionalized "sector. Blanca León, communication director at APD -Asociación para el Progreso de la Direccion- stresses that “we will go back”, “yes or yes we will return to the events, because networking is something necessary ”. And it indicates on the reputation that "if you are socially responsible with the environment, your brand will increase the reputation". José Zamarriego, director of the USD -Deontological Supervision Unit- of Farmaindustria emphasizes that "there are elements in the presence that we must not lose because that is where the transmission of knowledge is". For Zamarriego there is a problem and it is that "it is not understood that the meetings are held with a guarantee." He also points out that more and more people are going to congresses "the experience of what is in person is in the DNA". To regain reputation, he points out that they continue to bet on the quality of what is organized in Spain and recalls that "Spain is the number one destination for medical congresses in the world." your brand will increase the reputation ”. José Zamarriego, director of the USD -Deontological Supervision Unit- of Farmaindustria emphasizes that "there are elements in the presence that we must not lose because that is where the transmission of knowledge is". For Zamarriego there is a problem and it is that "it is not understood that the meetings are held with a guarantee." He also points out that more and more people are going to congresses "the experience of what is in person is in the DNA". To regain reputation, he points out that they continue to bet on the quality of what is organized in Spain and recalls that "Spain is the number one destination for medical congresses in the world." your brand will increase the reputation ”. José Zamarriego, director of the USD -Deontological Supervision Unit- of Farmaindustria emphasizes that "there are elements in the presence that we must not lose because that is where the transmission of knowledge is". For Zamarriego there is a problem and it is that "it is not understood that the meetings are held with a guarantee." He also points out that more and more people are going to congresses "the experience of what is in person is in the DNA". To regain reputation, he points out that they continue to bet on the quality of what is organized in Spain and recalls that "Spain is the number one destination for medical congresses in the world." Director of the USD -Unit de Supervisión Deontológica- of Farmaindustria emphasizes that "there are elements in the presence that we must not lose because that is where the transmission of knowledge is." For Zamarriego there is a problem and it is that "it is not understood that the meetings are held with a guarantee." He also points out that more and more people are going to congresses "the experience of what is in person is in the DNA". To regain reputation, he points out that they continue to bet on the quality of what is organized in Spain and recalls that "Spain is the number one destination for medical congresses in the world." Director of the USD -Unit de Supervisión Deontológica- of Farmaindustria emphasizes that "there are elements in the presence that we must not lose because that is where the transmission of knowledge is." For Zamarriego there is a problem and it is that "it is not understood that the meetings are held with a guarantee." He also points out that more and more people are going to congresses "the experience of what is in person is in the DNA". To regain reputation, he points out that they continue to bet on the quality of what is organized in Spain and recalls that "Spain is the number one destination for medical congresses in the world."

From Foro MICE to thank the sponsors who have accompanied us in this event such as Palacio Neptuno, Bmotion Audiovisual, Life Gourmet and FB Audiovisuales; as well as to the authorities, speakers, associations, organizations, members of the MICE Forum and the entire MICE value chain.

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