The 8th MICE Summit Chooses Complejo El Olivar: Organizational Excellence in Madrid

Alcalá de Henares, April 14, 2025 — The MICE sector (Meetings, Incentives, Conferences & Exhibitions) turned its eyes to Alcalá de Henares with the celebration of the 8th MICE Summit on April 10 — the flagship annual event for professionals in business tourism and corporate events in Spain.

Firmly established as a must-attend gathering for companies, organizers, destinations, and specialized providers, this year’s edition of Foro MICE brought together over 360 attendees, including professionals, speakers, and technical staff. The day featured a high-level program focused on innovation, sustainability, trends, and the sector’s major challenges.

The event was attended by national authorities, including Spain’s Secretary of State for Tourism, as well as representatives from the regional government — such as the Deputy Minister for Culture and Tourism of the Community of Madrid — and local officials from Alcalá de Henares. This institutional support underscores the strategic and economic importance of the MICE sector and highlights the region's capacity to host large-scale, high-impact professional events.

One of the event’s standout moments was the address by Luis Gandiaga, President of Foro MICE, who delivered a clear and compelling vision of the current challenges facing the industry and the essential role of public-private collaboration for sustainable growth. He was joined by other prominent speakers who shared insights and trends shaping the future of corporate events in Spain.

The event took place at Complejo El Olivar, a strategic venue that proved to be the ideal setting for such a gathering thanks to its versatility, capacity, variety of spaces, exceptional culinary offerings, and privileged surroundings. Already recognized as a leading venue for corporate events in the Community of Madrid, Complejo El Olivar provided the perfect environment for a day filled with networking, knowledge-sharing, and inspiration.

Alcalá de Henares, a UNESCO World Heritage City, is solidifying its position as a key hub for business tourism in Spain. Its prime location — just minutes from Adolfo Suárez Madrid-Barajas Airport and well connected to the capital — makes it an increasingly attractive destination for congresses, conventions, and professional gatherings. This strategic advantage is especially significant in a sector that generates over €14 billion annually in Spain and continues to be one of the most robust and cross-cutting drivers of the tourism industry.

The hosting of the Summit in Alcalá de Henares not only highlights the vitality of the MICE sector but also showcases the city's potential to become a national benchmark for high-impact corporate events.

Once again, Foro MICE has emphasized the need to forge alliances, share knowledge, and anticipate market challenges, bringing together the sector’s key players in a space designed to grow, collaborate, and transform the events industry in Spain.