Following the bid presented by Madrid Convention Bureau, attached to Madrid Destino’s Tourism Department (Madrid City Council), the Spanish capital has been chosen to host M&I Forum Europe Summer 2016, the leading forum of the MICE tourism destination sector organised by the British-based company Worldwide Events.
As from 28 June until 2 July, this event gathered over 700 participants made up of businesses and buyers dedicated to organising meetings, incentive programmes, conventions and exhibitions. The professionals who attended M&I Forum came from businesses of practically all the European markets in which Madrid is established as a MICE tourism destination.
MCB has used this forum to achieve two goals. The first was to attract large events that choose Madrid as the venue, for which purpose it has participated in over 50 meetings with potential buyers. The second was to offer an experience of Madrid to all attendees, opinion leaders in their respective markets, so they could discover for themselves what sets the city apart from others as a MICE tourism destination.
M&I Forum Europe Summer 2016 is structured in such a way that it combines professional appointments held in the morning with parallel activities, thus enabling participants to enjoy and get to know the city, as well as forge closer links with each other and encourage networking.
MCB has helped coordinate this programme of activities which included visits to the city’s most iconic terraces, tours around Madrid in a SEAT 600 car, and guided tours of the capital’s most historic sites, as well as other routes that invited participants to get closer to Madrid from a wide variety of perspectives. Furthermore, those attending the forum got a chance to experience the culture by taking flamenco classes or Spanish cookery lessons.
M&I Forum Europe Summer 2016 was sponsored by companies associated with MCB: Hotel NH Collection Eurobuilding, Hotel Meliá Castilla, specialised MICE tourism destination agencies, Kuoni, AIM Group and In & Out, as well as the special venues Palacio de Negralejo and the Santiago Bernabéu Stadium. It has also received the collaboration of Corral de la Morería and Hard Rock Café, plus service providers Proyectarte and Elite Touring.