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SPAIN – THE COMMUNITY OF MADRID CONTINUES TO POSITION ITSELF AS THE LEADING MICE DESTINATION
The Community of Madrid continues to position itself as the leading MICE destination and will serve as the official sponsor and host for a second consecutive year of the 26th edition of MITM Europe – MICE & Business, the oldest international MICE B2B tradeshow in Europe.
The most important event for the international MICE sector will be held from January 18th to 20th, 2026, at the Rafaelhoteles Atocha, the show’s host hotel and official sponsor, which offers excellent, recently renovated conference facilities and a prime location. MITM Europe has been held in twenty-one cities across eight countries, and also counts on the support and sponsorship of Novotel Madrid Center, Meliá Hotels International, and Grupo Global Markets.
In just one month, MITM Europe has received more than 200 buyer registrations from 41 countries, also generating strong interest from exhibitors, who have already booked 40% of the available space. The previous edition concluded successfully last January with the participation of more than 120 companies from 27 countries, receiving over 500 buyer registrations from 60 countries. MITM Events expects between 500 and 800 registrations, from which the 60 best companies will be selected to participate based on their purchasing power.
The event program offers up to 30 pre-established appointments with carefully selected buyers, complemented by a high-impact networking program to create synergies with directors and executives with decision-making power from: corporate companies, incentive agencies, international associations, event planners, congress organizers, luxury agencies, and MICE-focused tour operators.
MITM Events, the organizing company, is a global tourism marketing firm that is part of the Convenco Group, Spain’s first Incentive House, founded 52 years ago in 1973. Since 1997, GSAR Marketing has produced its own international fairs specializing in Cultural Tourism and the MICE sector, pioneering interactive B2B fairs in Europe, the Americas, and the Caribbean. To date, 63 successful editions have been held in 38 cities across 18 countries.