The Ibiza Convention Center was the setting for the fourth edition of the Ibiza MICE Summit, an event that brought together representatives from 24 European agencies and local companies to address the present and future of the congress and events industry. With the slogan Embrace Evolution, the summit placed special emphasis on two pillars: the prestige that congresses bring to destinations and the transformative potential of Artificial Intelligence (AI) in the MICE sector. The forum, which kicked off at 10 a.m., featured panel discussions led by experts. During the opening, the mayor of Santa Eulària, Carmen Ferrer, stressed that Ibiza is consolidating as a MICE destination that goes beyond nightlife, with a diversified cultural, sports and heritage offer: “We are not only sun and beach; we are also a World Heritage Site, with hotels, restaurants and activities that bring personality to the island”. Ferrer also announced the second phase of the Palacio de Congresos, which will make it possible to host larger-scale events and strengthen Ibiza’s position in the congress industry.
The intangible value of congress tourism
The first round table discussed how congresses bring prestige and economic benefits to destinations. Matilde Almandoz, president of OPC Spain, stressed that professional events, although with less direct economic impact than other tourism segments, generate prestige, reputation and long-term benefits. For his part, José Domingo Martín Ramírez, of the Spanish Society of Medical Radiology, explained that each congress is “an economic wheel that moves many local companies”. Luis Gandiaga, president of Foro MICE, highlighted the trend towards the specialization of destinations in specific topics to improve their competitiveness: “A congress is not conventional tourism; it is a platform for the exchange of knowledge that uses tourism resources to generate communication”.
Artificial Intelligence as a driver of efficiency and creativity
One of the most anticipated panels focused on the impact of Artificial Intelligence in the event industry. Guillermo Prado Vázquez, CEO of Externia, explained that AI “maximizes creativity and helps to avoid the blockage of facing a blank sheet of paper when planning an event”. For his part, Raúl Calleja, from Show 2BE, pointed out that tools such as ChatGPT save up to 30% of daily time on administrative tasks, leaving more room for innovation. The event concluded with an inspiring keynote by mentalist Ramón Fauria, who addressed the importance of emotions and non-verbal communication in the organization of events. Finally, Juan Miguel Costa, island director of Tourism, closed the day by highlighting that the Ibiza MICE Summit continues to consolidate the island as a key destination in the congress sector: “This summit reflects our ability to attract talent and generate synergies that strengthen the local economy”. The meeting has had the support of the Consell de Ibiza, the local councils and Ibiza Convention Bureau, as well as involving more than 25 companies from the island’s MICE sector. The 2024 edition also offered attendees the opportunity to participate in a Fam Trip with 300 interviews arranged between local suppliers and international clients. With this fourth edition, the Ibiza MICE Summit reinforces its commitment to innovation and sustainability, demonstrating that Ibiza is much more than a seasonal tourist destination: it is a benchmark in the field of events and congresses at European level.
