MITM Europe Returns to Madrid in January: A Strong Commitment to MICE Tourism
Madrid is solidifying its position as the European capital of MICE tourism with the 26th edition of MITM Europe, taking place January 18–20, 2026—a key event leading up to FITUR.
Madrid is not just Spain’s capital—it’s also a global hub for MICE tourism (Meetings, Incentives, Conventions, and Exhibitions). With its unmatched appeal, international connectivity, and robust professional network, both the city and the region have become the epicenter of Europe’s tourism business. From January 18 to 20, 2026, the city will once again prove its leadership as it hosts the 26th edition of MITM Europe – MICE & Business, a landmark event for the present and future of the industry.
A Legacy Event with a Forward-Looking Vision
Organized by GSAR Marketing, part of the Convenco Group, MITM Europe is more than a networking fair—it’s a strategic positioning platform. Each year, the event attracts decision-makers from over 25 countries, as well as key players in the corporate, association, and incentive travel sectors. The last edition brought together more than 130 companies from 29 countries, with demand far exceeding capacity. For 2026, organizers anticipate up to 800 buyer applications—but only the top 60 will be selected, prioritizing quality over quantity and ensuring highly productive B2B meetings.
Madrid as a MICE Destination: Connectivity, Culture, and Capability
What makes Madrid an ideal international MICE destination? Its hotel and convention infrastructure, outstanding transportation system (including the AVE, one of the world’s most efficient high-speed trains), and its rich cultural offerings. The region provides a dynamic and competitive environment where every event can become a memorable experience.
The event will be hosted at Rafaelhoteles Atocha, a venue designed with MICE in mind. It features eight main meeting rooms, nine breakout rooms, a lounge-restaurant, and a garden space ideal for both relaxing and closing deals. Located near the Art Triangle and the Madrid-Puerta de Atocha AVE station, it strikes a perfect balance between functional logistics and enriching experiences.
A Strategic Lead-Up to FITUR
There’s a clear reason MITM Europe is held just before FITUR: the timing creates powerful synergies, making a trip to Madrid a double business opportunity. For many international buyers, MITM has become a “bridge event” that reveals emerging trends, sharpens agendas, and strengthens relationships in anticipation of the world’s premier tourism trade fair.
The program includes up to 30 carefully curated one-on-one appointments, complemented by high-quality social networking opportunities. The focus on meaningful connections over sheer volume has proven especially effective for organizations seeking reliable providers and long-term partnerships.
A Model that Connects Continents
GSAR Marketing didn’t choose Madrid just because it’s a capital city—it chose it because the city represents the best of European business tourism with a strong Ibero-American outlook. It’s no coincidence that MITM has traveled through 21 cities in eight countries, including destinations across Latin America and the Caribbean. This global track record connects Madrid to the Americas and extends its leadership beyond Spain’s borders.
For Caribbean and Latin American countries, participating in MITM Europe means access to a premier gateway into the heart of Europe—while also strengthening ties with key source markets.
