The MICE sector is currently passing through a period of reactivation, which is having a positive effect on the tourist industry and related players. As we discussed in a previous post, in recent years MICE tourism has been evolving, offering different types of formats that increasingly shine the spotlight on technology, seek to do away with seasons and provide greater safety to travellers. Beyond these factors, the evolution of MICE tourism in Spain has revolved around a number of other trends, which we will be taking a look at in this post. Discover what MICE tourism looks like today and the challenges it will face in the future.
Why is MICE tourism so important for destinations?
MICE tourism is highly beneficial for a destination’s economy as it offers companies and organisations looking to attract clients from around the world a wide range of opportunities. MICE tourism draws in tourists with high spending power that are willing to pay more to make sure their needs and desires are met. What’s more, increasing numbers of MICE tourists include leisure activities in their itineraries, combining business and pleasure in one trip, a phenomenon that is known as ‘blesiure’. This gives tourist operators like DMCs and service companies the opportunity to develop tourist experiences for this market.
The evolution of MICE tourism in the Costa del Sol
In the wake of a challenging few years, MICE tourism is finally seeing its circumstances change. According to a report by Spain Convention Bureau and Braintrust (2022), the industry could reach 100% of its pre-pandemic activity in 2024. In 2019, the MICE industry in Spain reached 12.314 million euros. In 2020, this dropped by 75% and in 2021 we saw a gradual recovery to the figure of 5.079 million euros. The aforementioned report states that in the second quarter of 2022, we will be able to see a rise in activity. In the Costa del Sol, experts believe that the sector will fully recover in 2023.
The biggest growth is forecast in the pharmaceutical and food sectors. Though travel restrictions and bureaucracy have meant that incentive trips have recovered more slowly, the same cannot be said for MICE travel. The pharmaceutical sector has reported the highest growth in the industry, closely followed by food and drinks. Tourist reservations in Spain grew by 320% in the first quarter of 2022, mostly thanks to trade fairs and events.
The Costa del Sol represents huge potential for the MICE sector. Event tourism has great strategic value for the destination as this type of travel mostly occurs at times of the year where tourists traditionally wouldn’t be visiting. Indeed, during the six months of March, April, May, September, October and November, 80% of events in the Costa del Sol take place.
Four trends that will define the future of the sector
1.Digitisation, boundless possibilities
The power of technology is becoming increasingly evident across all sectors of the economy. Tourism is no different, and the conference sector even less so. This type of travel is more demanding and requires high levels of professionalism, with companies often playing an important role (not only as service providers, but also as consumers), meaning that technology is key:
- For marketing events.
- For promoting conferences.
- For managing and coordinating conferences.
- For the safety of events in general.
2. Sustainability, a goal for all
The evolution of the MICE sector cannot be explained without sustainability. Integrating sustainable processes – those that seek to be viable for resources – into events, trade fairs and tourism management in general not only represents a challenge, but also a draw and driver for change. The Costa del Sol is doing exactly that.
3. Partnerships and collaborations, towards “mixed governance”
The conference and event industry in the Costa del Sol (which has become a leading destination in this area) in particular has great potential for collaboration. One of the foundations of the sector’s future is the opportunity to build partnerships and collaborations that further boost the economy. Promoting relationships among sectors is a must if we are to generate more wealth and improve perspectives for incentive trips. As such, initiatives that seek to strengthen relationships between countries to host conferences, as well as among companies and institutions within a destination will be of great importance over the coming years.
4. Flexibility and security, driving change
Within the context of the expansion of the MICE sector in recent years (with the exception of the pandemic), flexibility is one of the most consistent explanations for the rise. The sector has seen formats diversify in the last two years with hybrid, in person and online conferences - which put health and safety in the forefront - being one of the most notable changes in the sector. From virtual trade fairs to virtual cafés, holograms and motivational videos, everything goes in this new era.
So now you have a better idea about how the evolution of MICE tourism is looking, it seems undeniable that conference tourism has a great future ahead of it. The Costa del Sol has one of the best sector forecasts in the whole of Spain. So how about checking out the conference and event venues in Malaga and other destinations?
