The meetings, congresses and incentives (MICE) sector in Madrid is going through a moment of transformation. It is no longer just about attracting visitors or generating income, but about leaving a positive mark on the city and its inhabitants. Under this premise, the first day “Madrid, meeting point between MICE and social commitment” was held, organized by the Madrid City Council, through the Madrid Convention Bureau (MCB), in collaboration with Foro MICE.
The event, which brought together more than 120 professionals and 19 associations and foundations, took place at the Inhala Hotel Garden and sought to build bridges between business tourism and Madrid social entities.
Tourism with a legacy: beyond the economic impact
The delegate councilor for Tourism, Almudena Maíllo, recalled that Madrid does not want meeting tourism empty of purpose, but rather a model capable of generating social and economic value. According to official data, this type of activity moves more than 2,555 million euros per year in the capital. But what about the impact that is not measured in numbers?
The idea of legacy is gaining more and more strength: designing events that leave learning, that add to sustainability and that contribute to the inclusion of groups at risk of exclusion.
Training, debate and networking
The day combined learning spaces with round tables and practical workshops.
- Sustainability as a legacy. Coordinated by Juan Puchalt, from the Association of Spanish Fairs (AFE), it featured expert voices such as Esperanza Iglesias (Genethico), Corinna Heilmann (AEC) and Silvia Carbonell (ADEAPE). The discussion revolved around how the meetings industry can reduce its ecological footprint while generating lasting benefits for the community.
- Inclusion as a driver of change. The second table highlighted the work of entities such as the Spanish Red Cross, Theodora Foundation and Grupo Envera. José Carlos García Yonte, Alejandro Echegaray and Virginia Ródenas shared concrete experiences of how events can open opportunities and transform lives.
In addition, there was the participation of David Noack, director of the MCB, and Belén Valentín-Gamazo (Best Way), who provided the business vision of how to integrate inclusion into the daily practice of the sector.
Synergies with real social impact
The closing of the meeting was a networking space in which tourism professionals and representatives of the third sector could exchange ideas and explore collaborations. This connection is key: it is precisely the social entities that provide the knowledge and tools so that meeting tourism has a real and sustainable impact on the city.
A sector in transition: open questions
Madrid’s MICE is no longer defined only by figures, hotels or trade fair pavilions. It is building a path towards a more humane and sustainable model. The big question is: will upcoming events be able to authentically integrate sustainability and inclusion into their DNA, beyond speeches?
Citizens, and especially the LGTBIQ+ community, which has so often been a reference in terms of diversity and innovation, can and should be part of this conversation. Because talking about tourism with a purpose is, after all, talking about a shared future.
