MICE tourism (Meetings, Incentives, Conferences & Events) is one of the most relevant levers of the modern tourism sector. Not only does it generate a high economic volume, but it also contributes to de-seasonalizing demand, diversifying visitor profiles, and projecting the destination beyond traditional vacation tourism.

1. The rise of MICE tourism in Spain

• In 2024, the meeting industry in Spain reached a turnover of €14,296 million, representing a 7% annual growth.

• The number of event travelers also increased, with over 10.5 million people participating in meetings and conferences.

• Forecasts for 2025 pointed to an even greater expansion, with the MICE market remaining key for economic growth and tourism transformation.

• This segment demonstrates special dynamism thanks to the combination of innovation, sustainability, and “bleisure”—the mix of business and leisure—integrating more immersive experiences and purpose into corporate travel.

2. What makes MICE so attractive for destinations like Islantilla?

• High profitability per traveler: Attendees at corporate events tend to have a much higher daily expenditure than leisure tourists, providing direct value to the destination.

• De-seasonalization: Unlike vacation tourism, corporate events are not concentrated only in summer. This allows destinations to maintain occupancy in less touristy months.

• Local economic impact: MICE tourism activates multiple sectors: hospitality, transportation, venues, event production, technical services…

• Sustainability and purpose: The trend towards creating events with social and environmental impact is growing stronger, aligning with the demand from companies seeking corporate responsibility.

3. How AMA Islantilla Resort positions itself to attract MICE tourism

At AMA Islantilla Resort, we view MICE tourism not only as a commercial opportunity but as a natural extension of our resort offering:

• We have conference rooms and versatile spaces adaptable for small congresses, company meetings, or incentives.

• We offer accommodation in apartments and rooms, combining the independence of residential-style accommodation with the services of a 4-star resort: SPA, pool, gastronomy, well-being…

• Our environment provides an ideal setting for corporate events: quiet location, good accessibility, and spaces for outdoor breaks, teambuilding activities, or executive retreats.

• We promote a purpose-driven MICE experience: we facilitate proposals that integrate training, well-being, and leisure, aligned with today’s corporate tourism trends.

MICE tourism represents a strategic opportunity for destinations that combine infrastructure, nature, and high-level service. At AMA Islantilla Resort, we bet on this segment by providing spaces tailored for events and the comfort of a 4-star resort, along with the added value of well-being and the tranquility of Islantilla.

If you are planning a corporate event, such as a congress, a trip, or an executive retreat, AMA offers you the ideal balance to work, connect, and recharge in a privileged environment.