Following the bid presented by Madrid Convention Bureau, attached to Madrid Destino’s Tourism Department (Madrid City Council), the Spanish capital was 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 today 28 June until 2 July, this event gather over 700 participants made up of businesses and buyers dedicated to organising meetings, incentive programmes, conventions and exhibitions. The professionals who attend M&I Forum come from businesses of practically all the European markets in which Madrid is established as a MICE tourism destination.
MCB plans to use this forum to achieve two goals. The first is to attract large events that choose Madrid as the venue, for which purpose it will make over 50 meetings with potential buyers. The second is 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.
Parallel activities
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 helps coordinate this programme of activities which includes 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 invites participants to get closer to Madrid from a wide variety of perspectives. Furthermore, those attending the forum get a chance to experience the culture by taking flamenco classes or Spanish cookery lessons.
M&I Forum Europe Summer 2016 is sponsored by the companies associated with MCB: Hotel NH Collection Eurobuilding, Hotel Meliá Castilla, the 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 also receives the collaboration of Corral de la Morería and Hard Rock Café, plus service providers Proyectarte and Elite Touring.