Spain report expanded a couple of years ago and Granada Conference & Exhibition Centre has 24 meeting rooms and 15,000sqm of space, while the city’ s Alhambra palace is a unique example of Islamic architecture.
Incentive tours include hiking in the Sierra Nevada mountains.
Zaragoza’ s bright future The capital of Aragon is emerging onto the MICE market and lies handily between Madrid and Barcelona. The city’ s landmarks include the Cathedral-Basilica of Our Lady of the Pillar, Aljafería Palace and the Roman Theatre.
The Hotel Zentral Ave and the Hotel Habitat Center Los Girasoles are popular conference and event venues, while the convention centre, Palacio de Congresos de Zaragoza, offers 22,000sqm of exhibition space.
The city is no slouch also in terms of green measures and its Reluzes public lighting and energy efficiency initiative illuminates just why the European Commission named it one of the‘ 100 Climate-Neutral Cities’.
Northern Spain Moving on to Galicia and Asturias, event planners can find destinations such as Oviedo, which has two congress and event halls: the Auditorium- Congress Palace Principe Felipe and the Exhibition and Congress Centre. You can run conferences at the university and the Central University Hospital of Asturias( HUCA).
The Galician port city of A Coruña, which has the longest promenade in Europe, has the Palexco conference centre. Its auditorium seats 1,500 delegates, while EXPOCoruña fairground provides good sites for exhibitions.
A Coruña’ s Tower of Hercules is the oldest functioning lighthouse in the world.
Santander has a royal palace overlooking the bay on the Bay of
Biscay and a 9,000sqm exhibition and conference centre.
Bilbao’ s MICE industry reputation has been significantly boosted by the‘ Bilbao effect’ catalysed by projects like the Guggenheim Museum, which established a precedent for large-scale, multi-stakeholder developments. Notable venues include the Euskalduna Conference Centre and Concert Hall and the Bilbao Exhibition Centre( BEC). Other prominent options are hotels like the Hotel Carlton and the Barceló Bilbao Nervión, as well as other spaces such as the Athletic Club and the Iberdrola Tower.
Balearic The Balearic Islands recently passed a law that requires all businesses on the islands to implement circular economy measures. These emphasise reuse, recycling and local production to tackle waste and using renewable energy sources.
Mallorca has many hotels with event facilities like the Hotel Santos Nixe Palace and luxury resorts such as the Hacienda Son Antem Golf Resort, Autograph Collection Hotel.
Tenerife Tenerife is the first destination globally to implement a Tourism AI Master Plan. Tenerife’ s Integratur Programme, in collaboration with local entrepreneurs and municipalities, promotes initiatives that highlight unique resources. This includes activities like promoting local products in farmers’ markets.
In October 2022 the Tenerife Tourism Authorities signed the Glasgow Pact, endorsed by the United Nations, committing the tourism sector to a 50 % reduction in CO2 emissions by 2030.
Among many other initiatives they recently opened up a new biostabilisation plant, preventing the burial of over 76,000 tons of waste annually, and they are committed to constructing five more water treatment plants. n
Kenes commited to Spain
CMW asked Suzanne Yantin, global manager, procurement, and Stephanie Stoyanova, senior account manager, both at global PCO Kenes for their thoughts on Spain’ s MICE offer:
Spain continues to stand out as one of Europe’ s most dynamic MICE destinations, offering the perfect blend of infrastructure, accessibility, and culture. With its diverse venues, excellent air connectivity, and worldclass hospitality, the country has long been a key market for Kenes Group, which delivers several international congresses across Spain each year.
Barcelona and Madrid remain the top choices for large-scale events, with the CCIB in Barcelona being a particular favourite for its seamless logistics and exceptional setting. Over the years, the venue has hosted major international meetings such as the World Stroke Congress, Advanced Technologies & Treatments for Diabetes( ATTD), and AD / PD™ – Advances in Alzheimer’ s and Parkinson’ s Therapies, each drawing thousands of delegates from across the globe. The city’ s integrated setup – where the congress centre, hotels, and social venues are within easy reach – creates an excellent delegate experience and operational efficiency for organisers.
Madrid also remains a strong contender, with excellent transport links and institutional support, though organisers should plan early to address the limited accommodation options close to IFEMA. Beyond these two hubs, Spain’ s regional cities – Valencia, Málaga, Granada, Bilbao, Palma, Pamplona, and Zaragoza – offer a distinct charm for mid-sized congresses, often giving organisers the unique advantage of‘ owning the city’ and creating an immersive attendee experience.
From a PCO perspective, Spain’ s greatest assets are its professionalism, hospitality, and well-established local partnerships. At the same time, challenges such as high seasonality and fluctuating hotel pricing require clear communication between organisers and suppliers. Fortunately, Spanish convention bureaus and destination partners have proven highly proactive in helping clients navigate these complexities, particularly as the market adapts to growing demands for greener practices and digital transformation.
With a local office in Madrid, Kenes Group continues to see Spain as a hub for innovation and collaboration in medical and scientific meetings. The upcoming Hospital C-Suite Summit, 16 – 18 March 2026 in Madrid, is a prime example.
ISSUE 139 / CONFERENCE & MEETINGS WORLD / 29