Madrid presents its business tourism facilities and expertise to the international tourism industry

The city of Madrid is spending the next few days publicizing its principal attractions and merits as a venue for major events and professional meetings.

The city of Madrid is spending the next few days publicizing its principal attractions and merits as a venue for major events and professional meetings. The capital is participating in the latest edition of the EIBTM fair, which began in Barcelona today and ends on 21 November. A key event for the international tourism industry and the MICE (Meetings, Incentives, Conventions and Exhibitions) sector in particular, the fair expects to bring together more than 15,000 agents and 3,100 exhibitors from 150 countries.

On behalf of the city council, the municipal company Madrid Destino, part of the Arts, Sports and Tourism Department, will showcase the entire range of business tourism products and services in Madrid in its own 100-square-metre space. Accompanying Madrid Destino at the stand will be 21 associated companies active in the capital’s tourism sector.

For the third year running, the fair will provide an opportunity to publicize some of the reasons why Madrid is the perfect place for all kinds of professional events, with advantages such as its excellent transport system, hotel establishments and wide range of special venues. The ultimate aim is to reinforce Madrid’s positionโ€”it currently occupies the fourth slot in the ICCA rankingโ€”as a leading destination for business tourism which, according to the Statistical Report on Tourism Meetings and Conventions in Madrid, generates around 1 billion euros annually for the city.

More than 500 business appointments

Thanks to its presence at the EIBTM, Madrid will have the opportunity to publicize its image and attractions as well as establishing new contacts and agreements with sector agents, specialist media and event planning companies.

It is also a chance to drum up new business opportunities both for the capital and for the Madrid companies in attendance, which on this occasion are as follows: the Silken Puerta de America, Rafael Atocha, Nuevo Boston, VP Jardin Metropolitano, Auditorium, Ritz, Emperador and Villa Magna hotels; the specialist agencies (DMCs) AIM Group International, Eventisimo DMC Spain & Portugal, Genial Travel Consulting, Cititravel DMC, Abreu Spain DMC and SeproEvents; the convention centers Madrid Municipal Conference Center and Convenciones y Congresos Ifema; the special venues Palacio del Negralejo, Real Madrid and Callao City Lights; the transport company Autocares Esteban Rivas; and the restaurant El Corral de la Moreria.

Altogether, over 500 business appointments will be held, including 100 meetings that the city council has already arranged with corporate clients and associates, more than 300 meetings held by the 21 Madrid companies, and more than 120 planned visits to the city of Madrid stand by sector agents.

Presentation to Brazilian agents and special publication about Madrid

This year the promotion of Madrid as a destination will be reinforced by a presentation of the capital’s tourist attractions to 12 Brazilian agents. This will be organized in association with the agency Wish Intnal, which is also collaborating with the city council to organize a familiarization trip in 2014. Another novelty is a special 20-page publication by Events Magazine, which will be distributed among the delegates to the fair. The publication highlights Madrid’s unique incentive activities as well as those related to the city’s museums, cuisine and world-class chefs.

The image of Madrid as a destination will also be reinforced through different promotional supports at the fair and through the sponsorship of the EIBTM management application, which features the fair agenda, activities and other useful information.

Promotional actions in Madrid

The capital’s attendance at this event is the 14th international actionโ€”including presentations in Madrid and attendance at professional fairs and shows but excluding familiarization trips and other types of initiativesโ€”that Madrid Council has undertaken this year to promote business tourism to the city. The IMEX America fair in Las Vegas, the GIBTM in Abu Dhabi and the CIBTM in China are just some of the highlights of this promotional program, while one of the upcoming initiatives in the main target markets for the capital will be the city council’s participation at the end of November in a presentation on Spain for the British market, organized by the Spain Convention Bureau.

About the author

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Linda Hohnholz

Editor in chief for eTurboNews based in the eTN HQ.

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