Fitur 2021, which this year is held exceptionally from May 19 to 23 at Feria de Madrid, will summon meeting, incentive, congress and event tourism professionals in its Fitur MICE section.
The announcement coincides with the Ifema Award for Best Convention Center and MICE Destination in the world in the first edition of the World Travel Awards, as well as the recognition, for the third consecutive year, of Madrid as the best destination for tourism meetings in Europe.
In this way, and with a focus on specialization, business and professionalization, Fitur 2021 prepares among its contents an agenda of B2B meetings for the convergence between supply and demand specialized in this segment as a “key to boosting the tourism industry in the global sphere, “Ifema reported in a statement.
The Fitur MICE section, which as every year will have the collaboration of MITM Events, a company specialised in organizing B2B events for the MICE sector, will offer its own space during the three days prior to Fitur 2021, from May 16 to May 18. Holding these meetings in an exclusively professional environment aimed at “establishing efficient contacts and generating business”.
Ifema has been working to promote its MICE activity for a few years, both in the organization of events and professional fairs, as well as hosting large international events and congresses with thousands of attendees. Specifically, in 2019, the institution hosted 749 conventions and professional events, in addition to 18 large conferences with exhibitions; which represents a 25% and 125% increase from the previous year.
Along these lines, Feria de Madrid has ensured that IFEMA’s MICE activity has also boosted Madrid’s positioning in these awards as the Best Meeting Tourism Destination in Europe; an award that it receives for the third consecutive year, and that highlights the offer of business tourism in the Spanish capital compared to other large European cities, such as Barcelona, â€‹â€‹Vienna, Paris or Berlin.
After its victory in the European Edition for the World Travel Awards, Madrid will now compete for the world title, an award that it already achieved last year.
FITUR MICE PROGRAM
The Fitur MICE meeting program offers participating exhibitors a schedule of pre-established appointments with company executives, selected based on criteria that will assess “high business potential and purchase decision”.
Among the chosen profiles there are corporations, associations, incentive companies, Business Travel companies, and event and conference organizers.
Specifically, an average of 30 appointments scheduled for each participant is estimated. Fitur MICE will be completed with a networking program consisting of the celebration of different social events that will allow participants “to expand contacts and strengthen ties.”
Source: Gsar Marketing