Madrid has been named Europe’s top MICE destination for the fourth year in a row. The Spanish capital took first place as Europe’s Leading Meetings & Conference Destination 2021 at the 28th annual World Travel Awards. Almudena Maíllo, the Councillor for Tourism at Madrid City Council, accepted the award at the virtual gala which announced the winning entries.
The MICE (Meetings, Incentives, Conventions and Exhibitions) top destination award has gone to Madrid since 2018, with industry professionals choosing the Spanish capital over other leading contendors such as Barcelona, Berlin, Copenhagen, Frankfurt, Istanbul, London, Milan, Moscow and Paris.
After cementing its position as Europe’s top MICE destination, Madrid is now in the running to be re-named the World’s Leading Meetings & Conference Destination at the Grand Final of the World Travel Awards on 26 November.
It will be competing against the winners in the same category from the regions of the Middle East, Asia & Oceania, Africa & Indian Ocean, Latin America and the Caribbean & North America. Madrid received this honour in 2019 and 2020.
Commitment to MICE activity
The industry was badly by the global pandemic with many DMCs such as award winning events company Madrid Adventures investing in online platforms for virtual events while the travel freeze was in place.
” We are now really pleased to be able to offer our clients a full range of teambuilding and in-person corporate events activities” said Maria Gonzalez of the Madrid Adventures team.
As global travel returns so too is the demand for in-person events and team activities and Madrid is well placed to receive off-site meeting groups and host international events such as the recently held Critical Communications Fair held at IFEMA this month as well as the medical congress organised by the European Society for Radiotherapy and Oncology (ESTRO), which was held successfully in August and was attended by 2,200 people from across the world.