The MICE tourism(Meetings, Incentives, Conferences, and Exhibitions) has taken on an essential role in Ibiza’s economic diversification and deseasonalization strategy. With a season marked by vacation and leisure tourism, the island has consolidated its position in the corporate events market thanks to the efforts of entities such as the Ibiza Convention Bureau, the product club of Fomento del Turismo, which brings together more than 70 companies in the sector. Ana Sánchez (Asturias, 1985), manager of this entity, has talked to La Voz de Ibiza and highlights that MICE tourism represents a key opportunity to extend the season and boost the local economy in traditionally lower months, such as March, April, October and November. “MICE tourism has proven to be a powerful tool to extend the season in Ibiza. Thanks to these types of events, which include conventions and product presentations, many hotels have started to open their doors as early as March and close in November,” explains Sánchez. This development allows the island to offer stable and prolonged employment for workers in the sector, creating benefits beyond the summer. Ibiza has in recent years attracted a number of international companies from sectors such as automotive, technology and banking, who choose the island not only for its hotel infrastructure, but also for the exclusive environment it offers. However, Sanchez points out that the term “congresses” can be limited when describing the true nature of MICE tourism in Ibiza. “Eighty percent of MICE events on the island are related to corporate incentives and conventions, and not so much congresses in their strictest definition,” she details. The manager also points out that Ibiza has worked hard in the last decade to improve its position in this market, both from the private and institutional spheres.
Challenges
Despite progress, Ibiza faces specific challenges that could further maximize the impact of MICE tourism. Off-season air connectivity remains a constraint for the island, especially in months such as February or November. “Poor connectivity in the off-season is a significant hindrance,” says Sánchez. The manager explains that, unlike vacation tourists, MICE visitors have short stays, two to three days, and tend to rule out destinations that require stopovers. In this sense, improved air connectivity could open many doors to attract new events to the island. In addition, the expansion of the Santa Eulària Conference Center is a project that the Ibiza Convention Bureau considers a priority to meet the demand for large events. “In recent years, Ibiza has missed opportunities by not having an infrastructure of greater capacity. The second phase of the Convention Center will be crucial to continue growing in the sector and to consolidate the island as a leading MICE destination,” Sánchez points out.
Economic impact
Another attraction of this type of tourism is its direct economic impact on the island,which translates into spending that can double or triple that of a vacationer. “MICE visitors generate benefits that go beyond purely tourist services, as they require from catering and audiovisual services to translation or graphic design companies. This contributes to boosting the local economy on a much broader level,” Sánchez explains. In addition, many attendees at these events later return as vacation tourists, which adds long-term added value for Ibiza. Ibiza’s commitment to MICE tourism is also attracting increasing attention from event agencies that propose the island to their clients. “We would like to be able to disclose names of the brands that choose us, but the confidentiality of these events prevents it. However, we know that the diversity of sectors, from pharmaceuticals to automotive, reflects the attractiveness that Ibiza represents as a venue for top-level events,” comments the manager. Ultimately, MICE tourism not only diversifies Ibiza’s offer, but also contributes to enhancing the island’s reputation in the international market by presenting it as a quality destination that combines work and leisure in a privileged environment. This approach allows Ibiza to continue to transform itself, offering its visitors much more than sun and beach, and positioning itself as a benchmark in MICE tourism.
