Madrid Emerges as a Leading MICE Hub with MITM Europe 2026

Madrid hosts MITM Europe 2026, highlighting the evolution of its MICE sector toward a more selective, experiential and business-driven model

There are events that announce dates, and others that quietly confirm where an industry is heading. The 26th edition of MITM Europe – MICE & Business, taking place in Madrid from 18 to 20 January 2026, clearly belongs to the latter category. More than a return to the Spanish capital, the event underscores a broader reality: Madrid MICE has reached a stage of maturity where relevance, decision-making power and tangible outcomes matter more than scale.

This shift has not happened overnight. While many destinations have pursued growth through increasingly large and crowded trade fairs, Madrid has allowed its meetings ecosystem to evolve with intent. MITM Europe fits naturally into that context. Its deliberately selective format—focused on quality over quantity—mirrors the expectations of a market that values efficiency, focus and return on investment.

A model aligned with how the industry now works

Over the years, MITM Europe has steadily moved away from the traditional exhibition model. Carefully curated buyers with real purchasing authority, pre-scheduled one-to-one meetings and an environment designed to foster meaningful conversation define an event that prioritises outcomes over visibility. In a global calendar saturated with MICE gatherings, this approach explains why senior decision-makers continue to attend—and why Madrid remains a logical host.

Rather than competing on size, MITM Europe competes on usefulness. Time is treated as a scarce asset, and the structure of the event reflects that reality. For many participants, that clarity is precisely what keeps the show relevant after more than two decades.

Madrid as a MICE destination built on fundamentals

The institutional backing of the Community of Madrid reinforces a long-term positioning strategy rather than a short-term promotional effort. Strong international connectivity, a competitive and diverse hotel offering, and a cultural scene capable of enhancing—rather than distracting from—professional programmes have quietly strengthened Madrid position in the global meetings landscape.

The choice of Rafaelhoteles Atocha as host hotel and official sponsor reflects that focus on fundamentals. Recently renovated and aligned with current MICE requirements, the venue offers spaces designed for concentration, privacy and operational efficiency. Business meetings will take place on Monday and Tuesday in an environment that prioritises effectiveness over excess—an increasingly decisive factor for organisers and buyers alike.

Querétaro and the expanding geography of MICE

The presence of Querétaro as guest destination adds another layer to the conversation. Its role at MITM Europe goes beyond destination promotion and points to a wider trend: the growing prominence of Latin American destinations that see MICE as a strategic driver of economic development.

With its blend of historical heritage, iconic pueblos mágicos and a modern convention centre, Querétaro aligns with demand for destinations that can deliver authenticity alongside operational reliability. Its participation reinforces the increasingly global nature of the meetings industry, where new regions are no longer peripheral players but active contributors to international MICE narratives.

When networking becomes experience

One of the defining characteristics of MITM Europe is its understanding that relationships are built beyond meeting rooms. The programme extends into curated experiences designed to create shared context and lasting connections. The event will conclude at Flamenco de Leones, near Puerta de Alcalá, offering participants a contemporary flamenco experience that brings together culture, creativity and hospitality.

Following the official close, a select group of buyers will travel to Córdoba on a post-tour organised by the city council. By combining heritage, culture and MICE potential, the initiative subtly extends the event narrative beyond the capital, illustrating how meetings tourism can support broader destination strategies and territorial balance.

MITM format refined through experience

MITM Europe is part of a long and well-established trajectory. Integrated within the MITM Events ecosystem of the Convenco Group—Spain first incentive house, founded in 1973—and supported by GSAR Marketing, the format has travelled through 21 cities in 8 countries, with 64 editions held in 38 cities across 18 countries. That experience underpins the confidence of the model today.

In an industry increasingly focused on clarity, results and long-term partnerships, MITM Europe 2026 is not about reinvention, but refinement. And within that context, Madrid role goes beyond that of a reliable host city. It is positioning itself among the destinations that help shape the future of the MICE industry—demonstrating, quietly but convincingly, that it now operates at a different level.