The Costa del Sol is experiencing a unique moment. It is no longer only synonymous with sun, sea and Mediterranean lifestyle: today it has become the great innovation hub of southern Europe, a destination that combines technology, talent and connectivity to shape a new generation of smart events.
Welcome to the future of MICE from Malaga!
Smart events: the new era of MICE on the Costa del Sol
The technological revolution has transformed the corporate events industry . What was once an in-person appointment is now an immersive, connected and sustainable experience. In this context, the Costa del Sol is positioned as a benchmark in digital, hybrid and smart events, a territory where innovation is experienced on a daily basis.
His leadership is no coincidence. Over the last decade, the capital of Malaga has woven a digital ecosystem that attracts talent, investment and knowledge. From disruptive startups to technology multinationals, they all agree on the same point: the province of Malaga is the place where ideas become reality.
Malaga TechPark: the heart of transformation
At the heart of this revolution is Malaga TechPark, with more than 700 companies and thousands of professionals specialized in R+D. This environment not only boosts the local economy, but has become a strategic ally for MICE tourism, offering technological support, digital solutions and spaces for the development of smart corporate events.
Leading companies such as Oracle, Huawei and NTT Data come together here with local startups experimenting with artificial intelligence, augmented reality and interactive platforms for events. The result: a destination that breathes innovation in every encounter.
Technology applied to corporate events
Artificial intelligence (AI) and exponential technologies are redefining the way we conceive of events. Not only do they improve management and personalization, but they also transform the attendee experience, optimize resources, and multiply the impact of each meeting.
A clear example of this trend is the DES–Digital Enterprise Show. This great event, supported by the Digital Agency of Andalusia, the Provincial Council of Malaga and the City Council, brings together more than 17,000 international executives and 400 leading firms such as IBM, Lenovo, Santander, T-Systems or Oracle every year.
For three days, more than 500 global experts will discuss artificial intelligence, cybersecurity, blockchain, extended reality or the Internet of Things, consolidating Malaga as the European epicentre of technological innovation and smart events.
The DES is, without a doubt, a showcase of the future: a congress where the trends that will set the course of banking, industry, health, tourism or e-commerce are anticipated. And it does so from the Costa del Sol, which every year reinforces its role as a meeting point between Latin America and Europe.
A destination that inspires and connects
Holding a smart event on the Costa del Sol means enjoying the best of both worlds: cutting-edge technological infrastructure and an unrivalled natural, cultural and gastronomic environment.
From the FYCMA in Malaga to the MICE spaces of Marbella, Torremolinos or Benalmádena, the province offers international connectivity, premium services and hospitality that makes the difference.
For this reason, more and more global companies are choosing this corner of the south as the setting for their strategic meetings, conventions or technological presentations. Find out more at Costa del Sol MICE Tourism.
The Costa del Sol, a visionary destination for European MICE
With an unstoppable projection and an identity linked to innovation, the Costa del Sol has established itself as a model of smart city and MICE destination of the future. Its balance between technology, quality of life and talent makes it the perfect enclave for those looking for transformative experiences.
Here, inspiration flows. Creativity connects. And events become real engines of change.
Are you up for discovering the next great smart encounter in the Mediterranean?
