The corporate seminar market - Spain (2024)

1.2 The global market

The global MICE (***) market is forecast to experience sustained growth between **** and ****, with a CAGR of *.**%. In ****, the market size was estimated at $***.** billion, and should reach $***.** billion in ****. Growth continues, with forecasts of *,***.** billion in **** and *,***.** billion in ****. By ****, the market is expected to reach $*,***.** billion.

This growth is underpinned by several factors, such as the increasing demand for hybrid and virtual events, the integration of new technologies like artificial intelligence and augmented reality, and a growing awareness of sustainability in event organization. The most dynamic regions for this expansion include North America, Europe, and a rise in Asian markets.

These forecasts underline the growing importance of the MICE sector worldwide, with significant growth expected over the next ten years.

Global MICE market growth forecasts World, ****-****, $ billion Source: ****

In ****, the estimated breakdown of the global corporate seminar market showed thatEurope accounted for between **% (***) of the total.Asia dominated the market with shares ranging from **% to **%, followed byNorth America with a contribution of **% to **%. Other regions of the world, classified under "Other", accounted for between **% and **% of the overall market.

Global market breakdown World, ****, % of total Source: ****

The European market:

Between **** and ****, the European market for the organization of corporate ...

1.3 The domestic market

The following data comes from theINE, and relates to Spanish companies registered under CNAE code ****; which corresponds to theorganization of conventions, seminars and trade shows in Spain. While this data does not include all players in the MICE market in Spain (***), it does provide information on these specialized players in the Spanish market.

Between **** and ****, the sales of companies registered under this CNAE code **** (***).

Seminar industry sales trend Spain, ****-****, € billion Source: ****

However, data presented by Spain Convention Bureau, a national network of public entities and convention bureaus in Spain whose mission is to promote MICE (***) tourism, shows a market of far greater value:

Between **** and ****, sales in the Spanish business seminar sector fluctuated significantly. In ****, it reached **.*** billion euros, before dropping by (***) to **.*** billion euros. Projections for subsequent years show continued growth, with sales estimated at **.*** billion euros in **** and **.*** billion euros in ****.

Sales in the Spanish corporate seminar industry Spain, ****-****, € billion Source: ****

1.4 Impact of covid

In ****, the majority of seminar participants in Spain indicated that there was a health protocol in place, with **% answering "Yes". This figure is down on ****, when **% of participants said there was a protocol in place. In ****, **% of participants answered that there was no health protocol, while **% mentioned that measures were in place, but that they were external or not specific to the event. This shows a gradual relaxation of sanitary measures compared to the previous year.

Was there a health protocol in place for the seminar you attended? Spain, ****, %, %, %, %, %, %, %, %, %, %, %, % Source: ****

In Spain, between **** and ****, the format of the seminars organized changed in line with the end of restrictions linked to the health situation. In ****, **% of events were held face-to-face with no capacity restrictions, while **% imposed capacity restrictions. The hybrid format accounted for just *% of seminars, and no event was exclusively online. However, **% of organizers adopted a combination of all these formats. In ****, the majority of seminars(***), and only *% combined all formats.

Seminar formats Spain, ****-****, % Source: ****

2.1 Passenger numbers and segmentation

Between **** and ****, there were marked fluctuations in the number of corporate seminar travelers in Spain. In ****, the number of travelers was *.** million, before rising steadily to **.** million in ****. However, in ****, due to the global pandemic, this figure dropped drastically to *.** million. from ****, a gradual recovery began, with *.** million travelers, reaching *.** million in ****. In ****, the number continued to grow, reaching **.** million, and forecasts for **** and **** indicate continued growth, with estimates of **.** million and **.** million travellers respectively.

Trend in the number of corporate seminar travelers in Spain Spain, ****-****, millions of travelers Source: ****

Segmentation of demand for business seminars:

Demand for corporate seminars can be divided into * different segments corresponding to different experiences for consumers:

Essential: Logistics, Venue and Organization. Characteristics: Customers in this segment are looking for basic transport infrastructures and connections that meet simple needs, while placing a high value on price. They are focused on practical aspects such as logistics, location and event organization. Environment: Context, Content and Narrative. Characteristics: Customers in this segment aim to create an attractive context and narrative for their event, by choosing unique, prestigious destinations with top-quality content. They seek to add value to their event through a distinctive context. Business: Investment, Knowledge and Transformation. Characteristics: ...

2.2 Passenger spending

Between **** and ****, there were marked fluctuations in the daily expenditure of corporate seminar participants in Spain. In ****, the average daily expenditure for a corporate seminar participant was €***.*/person/day, reaching €***.* in ****, before dropping to €***.* in **** due to the COVID-** pandemic. A gradual recovery was then observed, with a notable rise in **** to €***.*, reaching €***.* in ****. By comparison, spending on classic tourism also followed a similar trend, rising from €***.*/person/day in **** to €***.* in ****, with a marked dip to €**.* in ****. We can thus see that spending by business travelers is much higher than that of normal tourists in Spain.

Trend in daily spending by business seminar participants Spain, ****-****, €/person/day Source: ****

2.3 Foreign demand

In ****, the contribution of foreign tourism linked to corporate seminars in Spain showed disparities by country. Germany was the main contributor, with an estimate of between *** and *** million euros, closely followed by the UK, with a contribution of between *** and *** million euros. France also played a significant role, with estimates ranging from *** to *** million euros, while Italy contributed between *** and *** million euros. The Benelux countries and Portugal contributedbetween *** and *** million euros in the former case, and between *** and *** million euros in the latter.

Contribution of foreign tourism linked to corporate seminars within the same sector in Spain Spain, ****, € million Source: ****

In ****, the contribution of foreign markets to the Spanish corporate seminar tourism market varied from country to country.Germany accounted for a significant share, with estimates ranging from * to **%. France followed, accounting for between *% and *% of the market.Italy contributed *-*%, while Portugal had a more modest *-*%. The Benelux countries were in the *-*% range, and the UK had a notable share of *-*%. All in all, these foreign markets contributed between **% and **% of the total Spanish business seminar tourism market.

Weight of foreign markets in the Spanish business seminar tourism market Spain, ****, % (***) Source: ****

The table opposite shows the main ...

2.4 Organized events

Between **** and ****, the number of events organized by corporate seminar organizers in Spain showed a significant evolution. In ****, **% of organizers had organized between * and *** events, while **% had organized between *** and ***, and **% had exceeded *** events. By ****, the number of events had risen sharply, with **% of organizers staging more than *** events, and only **% staging fewer than ***. For ****, estimates show a slight stabilization, with **% of organizers planning between * and *** events, **% between *** and ***, and **% planning to organize more than *** events. These figures indicate a clear upturn in the sector after the pandemic-related crisis.

How many events have you organized / do you plan to organize? Spain, ****-*****, % Source: Spain Convention Bureau *****: estimate.

In ****, the occupancy percentage of companies organizing seminars in Spain also varied significantly over the year. In the first quarter, **% of companies had an occupancy rate between * and **%, and **% between ** and **%. The second quarter saw a sharp increase in occupancy rates, with **% of companies between ** and **%, and **% even between ** and ***%. The third quarter saw a slowdown, with **% of companies in the **-**% bracket, but the fourth quarter saw a rebound, with **% of companies achieving occupancy between ** and ***%. For ****, estimates show an upward trend, with **% of companies forecasting occupancy between ** and **%, and **% between ** and **%, confirming ...

3.1 The different players involved in organizing a seminar

The organization of corporate seminars in Spain relies on a wide range of players, each playing a key role in ensuring the success of the event. These players come from a variety of industries, including events, hospitality, transport, technology, and much more. ;

Event agencies specializing in MICE:

These agencies are mainstays in the organization of seminars and other corporate events. They offer a range of services including complete event management, logistical planning, marketing, invitation management and participant follow-up. They also ensure contact with the suppliers needed to make the event a success.

Examples of companies:

BCO Congresos (***): Specialized in congresses and seminars, BCO Congresos has an extensive network and recognized expertise in Spain and internationally. Eventisimo: Offers a wide range of services for the organization of corporate events, seminars and congresses throughout Spain. Pacific World: Present in several Spanish cities, it offers comprehensive event management services, from concept to execution.

Conference centers and convention centers:

Infrastructure is at the heart of successful business events. Spain's conference centers and convention halls are equipped with modern facilities for large-scale events such as seminars, trade fairs and exhibitions. These venues often include ancillary services such as catering, technical support, and security.

Examples of ...

3.2 Market magnitudes

In order to study the magnitudes of the market, we will base ourselves on the statistics of companies registered under CNAE code ****.

Between **** and ****, the number of companies registered under CNAE code **** in Spain, which corresponds to the organization of conventions and trade fairs, saw a notable evolution. In ****, there were *,*** companies in this sector, a figure that rose slightly in **** to *,***. However, the impact of the COVID-** pandemic in **** led to a slight drop, with the number of companies falling to *,***. This figure remained relatively stable in **** at *,*** companies. In ****, a significant upturn took place, with the number of companies reaching *,***, marking a return to growth after the health crisis.

Trend in the number of companies organizing seminars Spain, ****-****, thousands of companies Source: ****

The evolution of the number of employees in the seminar sector in Spain between **** and **** also showed similar fluctuations largely due to the COVID-** health crisis. In ****, the sector had **,*** employees, a figure that rose to **,*** in ****, marking a growth phase. However, in ****, with the impact of the pandemic, the number of employees fell sharply to **,***. This decline continued in ****, reaching a low of **,*** employees. In ****, with the economic recovery and the reactivation of seminar-related activities, ...

3.3 Seminar destinations

In ****, there were ** destinations in Spain where it was possible to hold company seminars. The map below shows these destinations. There were also * possible destinations on the Canary Islands.

Top destinations in Spain:

Madrid, as the epicenter of MICE tourism in Spain, boasts several key assets that make it an undisputed leader in this sector. Thanks to its state-of-the-art infrastructures, such as IFEMA and the Palacio Municipal de Congresos, the city is capable of hosting large-scale events, whether conferences, exhibitions or international trade shows. These modern facilities, combined with a diversified hotel capacity, enable Madrid to meet the needs of business travelers with luxury hotels, international chains and establishments suited to events of all sizes.

Strategically located in the heart of Spain, Madrid enjoys excellent accessibility thanks to an efficient transport network, including the Adolfo Suárez Madrid-Barajas international airport and well-developed rail and road connections. This accessibility facilitates the participation of both national and international visitors, reinforcing Madrid's position as a logistical and economic hub in Europe.

At the same time, MICE destinations such as Barcelona continue to occupy a prime position, thanks to their infrastructure and international connections. However, emerging destinations such as Valencia, Bilbao, Málaga and Benidorm ...

3.4 Strengths and weaknesses of the Spanish market

The table below shows an analysis of the strengths and weaknesses of the Spanish market:

Source: ****

4.1 offer typology

Typology of corporate seminars according to duration :

One-day seminar: also known as "small meeting", these seminars include workshops, team meetings and board meetings, thus representing the majority of corporate events.

Residential seminar: a seminar lasting at least a day and an overnight stay, or even several days. It seems that companies consider residential seminars to be the ideal solution for strengthening staff cohesion. This event format, which offers many "out of the box" moments, is revealing. It allows teams to experience moments of conviviality, similar to those shared "around the coffee machine", thus encouraging the consolidation of bonds.

Half-day seminar

The corporate seminar offer is also divided into * sub-types of seminars in Spain:

Training seminar :

Objective: Train employees to improve their skills.

Characteristics: Focused on learning new processes or work methods, without recreational activities.

Management seminar :

Objective: To train managers and project leaders in management techniques.

Features: Aims to motivate teams through better management.

Decision-making seminar :

Objective: Bring managers together to analyze the company's situation and make important decisions.

Integration seminar :

Objective: Welcome new employees in a relaxed environment.

Features: Promotes the integration of new team members.

Team-building seminar :

Objective: Strengthen staff cohesion and motivation.

Features: Fun activities to reduce stress, ...

4.2 The essential features of an attractive seminar

The table below sets out the services required to organize a seminar:

Source: ****

The table below presents the key attributes that make seminars attractive in Spain:

Source: ****

4.3 Strategic recommendations

The following points outline the strategic directions that players in the Spanish market should take to improve the country's positioning and brand image in the MICE market. These points defined by Spain Convention Bureau are based on the strategic analysis of the Spanish market developed in part *.* of this study:

Set up cross-functional working groups to examine and analyze the competitiveness, performance and evolution of the destination's figures and impact indicators, and take appropriate corrective action. explore the possibility of attracting, training and retaining professional talent on a national, regional and local scale, through grants for a specialized degree in the meetings industry. Add the Spain brand to local and regional brands, so that foreign customers associate the country's best-valued attributes with destinations affiliated to the Spain Convention Bureau. Specify the components of the offer in a proposal that includes all players in the value chain, building a complete offer. Add individual destinations associated with the Spain brand, in more varied, rich, diversified and complete proposals for each type of customer, optimizing commercial, communication and promotional synergies.

Accelerate the integration of sustainability into the value proposition of the meetings industry in Spain, optimizing certain resources available through the "Experiences" program, demonstrating ...

4.4 Supply trends

Supply trends in Spain's MICE sector for **** highlight major transformations, influenced by technological innovation, sustainability and a growing demand for personalized experiences. Here's a closer look at the main trends in the market:

Technology and innovation as drivers of change:

The MICE sector in Spain is increasingly incorporating technology as a lever for innovation and differentiation. In particular, artificial intelligence (***) are booming. These tools enhance interaction and engagement at events by offering unprecedented immersive experiences. According to the latest studies, these technologies have increased participation by **% in events where they have been used, showing strong potential for the future.

Sustainability and environmental responsibility as a priority:

In response to growing awareness of environmental issues, sustainability is emerging as a priority in the organization of MICE events. Organizers are seeking to minimize environmental impact by choosing eco-responsible venues, promoting recycling, waste management and reducing their carbon footprint. Nearly **% of event organizers in Spain now favor eco-friendly venues, while **% of events include sustainable practices in their planning. This sustainable approach is not confined to event logistics alone, but also extends to the selection of suppliers, the choice of transport (***) and resource management, reinforcing the reputation of events and destinations among environmentally conscious ...

5.1 Legislation

In Spain, legislation concerning the organization of business tourism, and more specifically the MICE (***) sector, is framed by a combination of national and regional laws.

National Tourism Law: The Ley Nacional de Turismo is the main legal framework for the promotion and development of tourism, including the MICE sector. It establishes guidelines for the management of tourism on a national scale, involving various governmental and private players. This law guides the creation of tourism policies specific to each region, respecting the principles of sustainable development, preservation of cultural heritage, and support for the local economy( Regional regulations: Each autonomous community has its own tourism legislation, which includes provisions on the organization of events and seminars. In Catalonia, for example, Tourism Law **/**** and Decree **/**** regulate tourist establishments and the organization of events. Similar laws exist in Andalusia (***), among others( Sustainable development and accessibility: Another important dimension of the Spanish legislative framework is the emphasis placed on sustainable development and the accessibility of events. Regional laws increasingly encourage the use of certified eco-responsible venues and include measures to ensure that events respect the environment.

In short, the organization of seminars and MICE events in Spain is governed by a set of national and ...

6.1 Segmentation

• FIRA CCIB S.L.
• EDT EVENTOS SAU
• NEWLINK CONSULTING AND COMMUNICATIONS SPAIN SA.
• MCI Spain
• Beon. Worldwide (EVENTISSIMO SLU)
• BCO CONGRESS SL
• BILBAO EXHIBITION CENTRE SOCIEDAD ANONIMA
• El Corte Inglés
• Carlton (Frasers Group)
• American Express - business travel
• Evento Plus