Interview
Prescription for medical and pharma success in Madrid
Daniel Martínez, executive vice-president of IFEMA MADRID, describes some healthy growth trends in the Spanish capital
ell us about the current
T levels of exhibition, meetings and events business at IFEMA
MADRID. Since 2022, we have successfully returned to pre-Covid levels and have maintained this growth trend. We were pioneers in restoring in-person trade fairs and congresses during the pandemic, implementing cutting-edge technological developments that allowed us to ensure the safety of visitors and exhibitors. This enabled us to host important international congresses in 2021, such as ESTRO, the European Society for Radiotherapy and Oncology Congress.
2024 has been pivotal. From our venues in the capital of Spain, we have continued to strengthen our position as a driving force for economic, cultural, and social activity, with initiatives that have made a solid contribution to the development of the global MICE industry in key sectors of the economy.
What are the main challenges to staging and organising events in Madrid? Madrid is one of the best cities in the world for hosting events. Its connectivity, wide range of hotels, restaurants, and leisure options ensure that operators and associations choosing Madrid for their events are guaranteed success.
IFEMA MADRID is the city’ s leading trade fair operator and our facilities, seamlessly connected to both Adolfo
Suárez Madrid-Barajas Airport and the city centre, have positioned us a sought-after destination for events.
We have observed shifting trends in some of the key professional sectors represented at our trade fairs. Consumer trends have changed dramatically in recent years, impacting various sectors and professional trade fairs. Our venues offer a wide range of spaces, allowing us to host small-scale events in prebuilt meeting rooms, thereby reducing set-up costs for clients. Moreover, our strong partnerships with suppliers enable us to deliver turnkey projects.
We work closely with industry associations to create successful events and have a highly skilled and adaptable team.
IFEMA MADRID is winning much medical and pharma related business. Why is this sector so fruitful? There is growing demand for events that address innovations in healthcare, biotechnology, and the pharmaceutical industry. Madrid is a key hub for medicine and research, and IFEMA MADRID has successfully leveraged this appeal to attract major congresses, trade fairs, and specialised meetings.
The collaboration between IFEMA MADRID and the Madrid Convention Bureau in bidding processes combines our strengths to offer a unique and competitive proposal. IFEMA MADRID contributes its technical expertise in managing large-scale events and
Above: Daniel Martìnez
the CVB enhances this offering with the city’ s unparalleled appeal, excellent connectivity, extensive hotel and cultural offerings, and the institutional support necessary.
We work closely with medical and pharmaceutical industry associations, and actively participate in MICE industry events to foster synergies.
How is the balance looking at IFEMA MADRID between the conference side and the exhibition side of the business? For several years now, our business model has combined the organisation of our own trade fairs with significant growth in the fields of congresses, conferences, professional events, and even large-scale leisure events and concerts held at our venues. Traditionally, trade fairs have represented the largest share of our activity, but diversification has allowed us to maximise the use of our halls during traditionally quieter periods.
In 2023, our own professional trade fairs accounted for 56 % of our total revenue, compared to 25 % from externally organised trade fairs and congresses.
Which industry associations does IFEMA MADRID work with? They include the International Congress and Convention Association( ICCA), the Spanish Trade Fair Association( AFE), the Global Association of the Exhibition Industry( UFI), and the International Association of Exhibitions in Latin America( AFIDA). We exchange experiences, work together to implement best practices in the trade fair sector, and stay up to date with
34 Issue 2 2025 www. exhibitionworld. co. uk