News
SPAIN – MIS 2026: CONSOLIDATES ITSELF AS THE MAJOR MEETING POINT FOR THE MICE SECTOR
The importance of stepping away from the office, emails, and calls becomes clear at an event like the Meeting & Incentive Summit (MIS), which in its 14th edition once again proved that even in a VUCA work environment where time is a luxury, there’s a need for human contact (especially in 15-minute 1-to-1 meetings). Over the two days at Finca La Alquería in Madrid, 598 participants attended (48% suppliers, 45% buyers—many repeating both days—5% organization, and 2% visitors). Attendees had clear goals: meet potential clients or suppliers, strengthen relationships, and return home with connections to work better. Your quality largely depends on your relationships.
Event Theme and Stats
Inspired by “United Nations” reimagined as “United Relationships,” the event viewed each sector member as a small nation ready for big things, turning the MICE sector into shared territory. Data shows the format’s ongoing impact after 14 editions: 598 participants, 4,043 meetings, 9,091 scanned leads, and 4,782 messages sent via the app.
Business-Focused Design
Meeting zones: The heart of the event with three rooms (A, B, C) in continuity for agile switches; enough time to connect and explore collaborations.
Welcome/coffee room: A large space with auditorium, coffee area, work zones, charging points, chill-out, a stunning blue photocall by Northern Design, professional photos (Jesús Antón), and a photo booth (with AI-generated options) by Evento Divertido on day one and Funcity Events on day two.
À La Carte Experiences
Post-lunch, both days offered activity catalogs focused on training and teambuilding.
Day 1:
- AI session by Guillermo Prado (Externia) on enhancing and personalizing audience experiences with AI, like creating agents for attendees.
- Workshop on impactful events by Delphine Boghos, using group dynamics for meaningful events.
- Golf teambuilding at Banco Santander’s Ciudad Financiera.
- Chocolate tasting + emergency response combo for enjoyment and life-saving skills.
Day 2:
- Opening “Maximize Your Influence” by Javier Luxor (speaker, mentalist, psychologist) on persuasion and leadership tools.
- Beliquid’s Flow Mastershow, interactive theater on managing office change.
- Debate on “Keys to Corporate Event Contracting” with Diana Salcedo (Cantabria Labs), Pilar García (Logicalis Spain), Ana Belén Ruiz (Mahou San Miguel).
- Cripthos’ EscapeBox, tech teambuilding with live actors.
Hosted Buyers
Hosted buyers came from across Spain, with logistics adjusted for rail strikes (mostly rerouted by plane). Official 5-star hotels: VP Plaza España Design and Meliá Princesa (hosted dinner night one). Madrid buyers joined as “local hosted buyers,” fully immersing with out-of-towners.
MICE Afterwork
After day one’s meetings, the party hit Club Vandido (Goya, 79) with varied music and DJ Alphasky’s remixes. A fake tattoo station by BodyArt_Ink for the wild ones.