Spain welcomes a sustainable return for its valuable MICE market
DIRECTOR OF THE SPANISH TOURIST OFFICE IN LONDON , MANUEL BUTLER TELLS CMW ABOUT THE RECOVERY IN VISITOR NUMBERS NOW WELL UNDERWAY
H ow quickly are international visitor numbers returning to Spain ? Last year marked a return to normality of international tourism to Spain . From the UK , Spain ’ s largest international market , we received 15.1m tourists in 2022 which was 84 % of 2019 figures . Travel restrictions were lifted in March .
Tourism spending is the other key indicator . Again using the UK market as a guide , € 17.1bn were spent in Spain from the UK market last year alone , 96 % of 2019 spending , or 95 % of all international tourism expenditure in Spain . A sample of this return to normality was given to us by the recent edition of FITUR in Madrid , this January 2023 . FITUR is one of the three largest tourism fairs in the world , and the atmosphere was one of great optimism .
Travel restrictions have officially lifted in most countries now but the reopening of China to international traffic in February of this year was a particularly positive step .
What are the latest MICE figures /? In 2019 Spain registered 10 million delegates to meetings , conventions , events , and fairs . If 2022 was the year in which MICE activity recovered to acceptable levels , 2023 will be the year the sector is expected to recover to a near 100 % before the pandemic .
This year we are expecting a strong recovery of MICE tourism of more than 30 %. This will result in a substantial improvement in occupancy rates for meeting spaces . The barometer of the Spain Convention Bureau ( SCB ) is reflecting very positive results that bring destinations closer to the pre-pandemic situation , surpassing in most of them the barrier of 150 annual events . However , inflation , economic uncertainty , the energy crisis , and international security all have to be considered . We believe that the trend towards events with fewer attendees and shorter durations will continue .
Our two main cities , Madrid and Barcelona , will continue to maintain their leadership in Europe , as favourite MICE destinations . Valencia , Bilbao , Malaga and Seville , along with island cities such as Palma de Mallorca , Santa Cruz de Tenerife and Las Palmas de Gran Canaria , will also benefit from the positive dynamic .
How are you approaching the key issue of sustainability ? Sustainability is an obligation for more and more companies that want to hold events . It is a requirement affecting the profitability and quality of the product or service when selecting a partner or a venue . Recycling , circular economies and public transport are all taken into consideration . When selecting hotels and venues , whether they have an energy efficient policy , and whether they have sustainable certificates , is a big consideration .
Spanish destinations are progressively incorporating everything that is required to organise green events , according to ISO 20121 : from location and transport to waste
Above : Manuel Butler
recycling , from job creation to post-event activities . The use of paper and plastic is reduced , venues apply energy efficiency and suppliers follow an inclusive policy . Organic and seasonal products are also being introduced into event menus to offer a diet closer to local agriculture . Even leftover food and other products find a second life . Sustainability also has its social aspect , so Spanish companies are doing their utmost to incorporate diversity , equity and inclusion into their event programmes .
What investments are being made to infrastructure in Spain ? Investment in infrastructure is linked to sustainability , and in particular mobility . The World Economic Forum has recognised Spain ’ s infrastructure as one of the top ten in the world . The Spanish high-speed train network exceeds 3,200km , the second longest in the world .
This has had an impact on the improvement in the connectivity of secondary Spanish cities , which have benefited from the increase in connections and frequencies , also facilitated by the incorporation of new railway operators . Important advances are also being made in train-plane inter-modality such as Madrid airport and its connection with high-speed rail .
Spain is constantly investing in new venues but we also believe it is important to invest in special venues and historic buildings where you can host incredible events : wineries , museums , castles , monasteries … the list is endless .
Local convention bureaus can provide advice on everything from venues to the resources available at the destination , as well as on special activities that add value for international participants .
Which countries are now your campaign targets and what are your key messages ? Our main markets are of course
38 / CONFERENCE & MEETINGS WORLD / ISSUE 123