The MICE sector is set to make a full recovery. How has it done it?

 Tags: MICE

Have we mentioned that the MICE sector is back up on its feet again? Well, it is. With vaccination programmes, technologies, safety protocols - paired with the desire to get back to normal - the most popular MICE destinations in Spain have been opening up once again. As put by Hosteltur, 2022 is set to be the year in which the MICE sector makes a full recovery. The gradual return of tourism in general, the lack of seasonality of MICE destinations and other factors are driving this growth. Keep reading to discover six factors that have contributed to the return of the sector. 


1. Postponed events have been rescheduled 

The first phenomenon that explains the growth of the MICE sector in 2022 is that events that were cancelled in 2020 have been rescheduled. Beyond human suffering, the COVID-19 pandemic saw markets collapse. According to the latest report by the Spain Convention Bureau (SCB), the Spanish MICE sector is facing a new reality: 26% of events that were cancelled in 2020 have been rescheduled for 2022. More still were held in late 2021. 


2. Venues have been revamped 

Though the pandemic left a trail of havoc in its wake, it also offered large-scale event and conference venues a window of opportunity. Indeed, the convention centres in the Costa del Sol - and there are many of them - made the most of the break to modernise their facilities. The desire to show off all this renovation work has been a great selling point and has subsequently helped drive the regrowth of the sector. 

 what is the mice sectorFuente: El Palacio de Ferias y Congresos de Málaga


3. Safety protocols are in place

Prevention is key when it comes to stopping the spread of the virus. Vaccination programmes have enabled activities to return in MICE destinations. As have the strict safety protocols that have been implemented in most venues and the Convention Bureau. Leaving event planning to the hands of companies with expertise in the sector guarantees that your conference will meet the safety measures in place at the time it is held. 


4. Innovation and technology are in the limelight 

The much-discussed metaverse has finally arrived in the MICE sector. Enriching your event by experimenting with the latest technologies has pretty much become a must. With innovations such as virtual reality, augmented reality, virtual stages and more, the MICE sector in Spain is looking positive for 2022 and beyond. As we mentioned before, not only are events becoming safer, they’re also offering unforgettable experiences.

mice sector spain


5. New event formats have created new opportunities

Hybrid events are a new and popular reality. Increasing numbers of events, trade fairs and conventions combine the in-person with the virtual, making them much easier to schedule. Wholly in-person events, on the other hand, present a number of challenges, such as constant cleaning, risk of crowding and potentially even reticence from the attendees who have become used to online events


6. MICE destinations aren’t seasonal

Lastly, a key factor in the uptick of the sector is that destinations are not tied to the seasons. Though one of the main benefits of meeting and incentive tourism in general is that people travel in winter and summer alike, the beautiful weather in the Costa del Sol all year round makes it a particularly appealing choice. With that in mind, do you want to find out what’s on in 2022? Check out the events programme here

New call-to-action


Search in
our blog

  • 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.


Nueva llamada a la acción

Related posts