--- title: "The evolution of MICE tourism: how is the sector set to change?" description: MICE tourism in Spain is currently in a state of recovery and innovation. Discover the trends that will define its evolution over the coming months. image: https://blog.visitacostadelsol.com/hubfs/a-16%20dic.png --- [DE | ](https://blog.visitacostadelsol.com/de) [FR | ](https://blog.visitacostadelsol.com/fr) [EN | ](https://blog.visitacostadelsol.com/en) [ES | ](https://blog.visitacostadelsol.com/es) Blog:  [> Back to visitcostadelsol.com | ](https://www.visitcostadelsol.com/) [![fondo_logo.png](https://blog.visitacostadelsol.com/hs-fs/hubfs/blog-files/fondo_logo.png?width=567&height=125&name=fondo_logo.png "fondo_logo.png")](https://blog.visitacostadelsol.com/es) - [Activities](https://blog.visitacostadelsol.com/en/topic/adventure-activities) - [Culture](https://blog.visitacostadelsol.com/en/topic/culture) - [Holidays](https://blog.visitacostadelsol.com/en/topic/holidays) - [Gastronomy](https://blog.visitacostadelsol.com/en/topic/gastronomy) - [Experiences](https://blog.visitacostadelsol.com/en/topic/experiences) - [Golf](https://blog.visitacostadelsol.com/en/topic/golf) - [Professional](https://blog.visitacostadelsol.com/en/topic/professional) # The evolution of MICE tourism: how is the sector set to change? ![](https://blog.visitacostadelsol.com/hubfs/a-16%20dic.png)  Tags: [MICE](https://blog.visitacostadelsol.com/en/topic/mice) The [MICE sector](https://blog.visitacostadelsol.com/en/topic/mice) is currently passing through a period of [reactivation](https://blog.visitacostadelsol.com/en/mice-sector), 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](https://www.visitcostadelsol.com/convention-bureau/dmcs?_ga=2.14857205.2137302310.1672731875-1250249413.1599472069) the opportunity to develop tourist experiences for this market. ![mice tourism](https://blog.visitacostadelsol.com/hs-fs/hubfs/b-16%20dic.png?width=1800&height=1013&name=b-16%20dic.png)   ## 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](https://www.nexotur.com/noticia/115231/conexo/turismo-costa-del-sol-expone-sus-credenciales-mice-en-madrid-.html) 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. ** **![tourism mice](https://blog.visitacostadelsol.com/hs-fs/hubfs/c-16%20dic.png?width=1800&height=1013&name=c-16%20dic.png)** ## 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](https://blog.visitacostadelsol.com/en/how-to-reduce-your-carbon-footprint). 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](https://www.costadelsolmalaga.org/9074/costa-del-sol-sostenible) 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. ![mice tourism characteristics](https://blog.visitacostadelsol.com/hs-fs/hubfs/CDS%20-%20Blog%20post%2016%20dic.png?width=1800&height=1013&name=CDS%20-%20Blog%20post%2016%20dic.png)   So now you have a better idea about how the [evolution of MICE tourism](https://blog.visitacostadelsol.com/en/business-tourism-mice) is looking, it seems undeniable that conference tourism has a great future ahead of it. The [Costa del Sol](https://www.visitcostadelsol.com/convention-bureau/?_ga=2.115109956.2137302310.1672731875-1250249413.1599472069) has one of the best sector forecasts in the whole of Spain. So how about checking out the [conference and event](https://www.visitcostadelsol.com/convention-bureau/conferences-and-conventions) [venues](https://www.visitcostadelsol.com/convention-bureau/conferences-and-conventions/venues?_ga=2.49444581.2137302310.1672731875-1250249413.1599472069) in [Malaga](https://www.visitcostadelsol.com/destinations/malaga-p9831?_ga=2.108699585.2137302310.1672731875-1250249413.1599472069) and [other destinations](https://www.visitcostadelsol.com/destinations?_ga=2.43621094.2137302310.1672731875-1250249413.1599472069)?  [![Nueva llamada a la acción](https://no-cache.hubspot.com/cta/default/1995901/075ab11c-6bc4-47b6-b7ec-209d5cec6137.png)](https://cta-redirect.hubspot.com/cta/redirect/1995901/075ab11c-6bc4-47b6-b7ec-209d5cec6137) 19 September 2022 [![Share on Facebook](https://static.hubspot.com/final/img/common/icons/social/facebook-24x24.png)](http://www.facebook.com/share.php?u=https%3A%2F%2Fblog.visitacostadelsol.com%2Fen%2Fevolution-of-mice-tourism%3Futm_medium%3Dsocial%26utm_source%3Dfacebook) [![Share on Twitter](https://static.hubspot.com/final/img/common/icons/social/twitter-24x24.png)](https://twitter.com/intent/tweet?original_referer=https%3A%2F%2Fblog.visitacostadelsol.com%2Fen%2Fevolution-of-mice-tourism%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&url=https%3A%2F%2Fblog.visitacostadelsol.com%2Fen%2Fevolution-of-mice-tourism%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&source=tweetbutton&text=The%20evolution%20of%20MICE%20tourism%3A%20how%20is%20the%20sector%20set%20to%20change%3F) [![Share on Email](https://static.hubspot.com/final/img/common/icons/social/email-24x24.png)](mailto:?subject=Échale%20un%20vistazo%20a%20%20https%3A%2F%2Fblog.visitacostadelsol.com%2Fen%2Fevolution-of-mice-tourism%3Futm_medium%3Dsocial%26utm_source%3Demail%20&body=Échale%20un%20vistazo%20a%20https%3A%2F%2Fblog.visitacostadelsol.com%2Fen%2Fevolution-of-mice-tourism%3Futm_medium%3Dsocial%26utm_source%3Demail) ## Search in our blog This is a search field with an auto-suggest feature attached. - There are no suggestions because the search field is empty. ## All about the Costa del Sol in your inbox Submit your email address and receive exclusive information and great offers about the Costa del Sol. ### Categories - [mice](https://blog.visitacostadelsol.com/en/topic/mice) [![Nueva llamada a la acción](https://no-cache.hubspot.com/cta/default/1995901/580fd1de-87fe-45ea-aa93-7c8dbccbc9f6.png)](https://cta-redirect.hubspot.com/cta/redirect/1995901/580fd1de-87fe-45ea-aa93-7c8dbccbc9f6) ## Related posts - [Español](https://blog.visitacostadelsol.com/es/evolucion-del-turismo-mice) - Inglés - [Alemán](https://blog.visitacostadelsol.com/de/entwicklung-des-mice-tourismus) - [Francés](https://blog.visitacostadelsol.com/fr/evolution-du-tourisme-mice) - [Noruego Blog](https://blog.visitacostadelsol.com/nor) - [Sueco Blog](https://blog.visitacostadelsol.com/se) - [Danés Blog](https://blog.visitacostadelsol.com/dk) - [Finlandés Blog](https://blog.visitacostadelsol.com/fin) - [Ruso](https://blog.visitacostadelsol.com/ru/эволюция-mice-туризма) - [Chino](https://blog.visitacostadelsol.com/ch/会展和奖励旅游行业发展) ![costa_del_sol_logo_color](https://blog.visitacostadelsol.com/hubfs/costa_del_sol_logo_color.png "costa_del_sol_logo_color") ### Follow us on social media [![](https://blog.visitacostadelsol.com/hs-fs/hubfs/landing-assets/ih%20Madrid/facebook@2x.png?width=32&name=facebook@2x.png)](https://www.facebook.com/feelcostadelsol) [![](https://blog.visitacostadelsol.com/hs-fs/hubfs/landing-assets/ih%20Madrid/instagram@2x.png?width=32&name=instagram@2x.png)](https://www.instagram.com/vivecostadelsol_/) [![](https://blog.visitacostadelsol.com/hs-fs/hubfs/twitter.png?width=32&name=twitter.png)](https://x.com/feelcostadelsol) [![](https://blog.visitacostadelsol.com/hubfs/youtube.svg)](https://www.youtube.com/user/visitcostadelsol) [![](https://blog.visitacostadelsol.com/hs-fs/hubfs/Avantine/tik-toklogo.png?width=32&name=tik-toklogo.png)](https://www.tiktok.com/@vivecostadelsol) [![](https://blog.visitacostadelsol.com/hs-fs/hubfs/linkedin%20(1).png?width=32&name=linkedin%20(1).png)](https://www.linkedin.com/company/67939875/admin/dashboard/) ![Rectángulo 21](https://blog.visitacostadelsol.com/hubfs/Rect%C3%A1ngulo%2021.jpg "Rectángulo 21") © Turismo y Planificación Costa del Sol S.L.U. Todos los Derechos Reservados ![logo-diputacion](https://blog.visitacostadelsol.com/hubfs/logo-diputacion.jpg "logo-diputacion") X