Conference & Meetings World Issue 121 | Page 27

City Focus
impact on the city , coupled with the initiatives of the city council and the regional government , put us on the path to fully offsetting the carbon footprint .
Low-emission zones , regulations such as Madrid ’ s Air Quality Ordinance which seek to minimise the environmental impact of major events , promotion of electric mobility and EV charging stations , pedestrianisation of urban areas and the creation of the Metropolitan Forest in Madrid are examples of how a city like Spain ’ s capital is turning into a potential destination for the many organisers – over 80 %, according to an AMEX study – who are concerned about sustainability .
Looking to the future : legacy The creation of legacy in the city of Madrid by the meetings and congresses it hosts is a goal that Madrid Convention
Bureau has been pursuing for years , with the conviction that events and meetings must leave a positive , long-lasting mark on the city that benefits its residents and / or its natural environment .
Congresses in particular , but also corporate events , are in a position to contribute to improving citizens ’ quality of life in many respects by means of actions organised through convention bureaux in contact with local stakeholders . There is a broad range of possibilities , from scientific outreach for the general public to the creation of grants or services for specific groups .
The destination as an experience Whether it ’ s a communication strategy or due to changing demand among travellers , the fact is that in the MICE sector there has also been a shift from the ‘ destination with professional and
“ The search for the authentic , the local , the unique and the surprising are the most convincing selling point to any professional organiser ”
attractive offerings ’ to the ‘ destination that offers unique experiences ’.
That is why it ’ s important , in Madrid ’ s case , to showcase the city ’ s cultural heritage ( monuments , history , museums , artisans , restaurants , etc .).
It ’ s also important in the MICE sector , where destinations competing over time for the same event mean that the search for the ‘ wow factor ’ is taken to the extreme .
The search for the authentic , the local , the unique and the surprising are the most convincing selling point to any professional organiser . And we have the opening of new hotels and innovative spaces such as Green Patio and Wow Concept , as well as shows like Wah at IFEMA , to cement Madrid ’ s position as a leading destination with one of the brightest futures in international MICE tourism .

Madrid ’ s PLUS point

There has been a major discussion in the international meetings and conventions industry for some time about how to measure event results , beyond the traditional metrics that break down their economic impact on the tourism supply chain .
There is growing awareness that these events have an equally valuable impact on local communities in host destinations in terms of knowledge sharing , city brand improvement , increased outside investment , talent relocation , boosts to academic research and the creation of new commercial relations .
Therefore , international associations , and also companies , are beginning to embrace the idea that they can better identify , measure and communicate the positive impacts generated through their meetings ’ activity . Nevertheless , there is currently a lack of any action plans or a framework to support the associations and the destinations with which they work , in order to replicate success stories and provide guidance for creating and implementing positive social impacts .
Having identified these new sectoral trends , Madrid Convention Bureau ( MCB ) has been developing of tools that will help meeting organisers incorporate sustainability criteria and legacy projects in the design of meetings held in Madrid . This way , they can ensure that their meetings generate a positive impact on the destination .
PLUS ( Platform for Legacy with US ), is the result of MCB ’ s work .
PLUS is a digital platform that aims to help meeting organisers manage their events ’ sustainability and legacy . In line with the 17 Sustainable Development Goals ( SDGs ) of the UN 2030 Agenda , PLUS makes it possible to generate sustainability reports specific to each meeting that takes place in Madrid . It also offers a catalogue of recommendations to minimise the meeting ’ s environmental and social impact , as well as suggestions on how to leave a positive mark on the city .
ISSUE 121 / CONFERENCE & MEETINGS WORLD / 25