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FITUR MICE 2021 stages the event for meeting tourism in Madrid, Europe’s best specialist destination


FITUR 2021, the leading event for the tourism industry organised by IFEMA, which exceptionally this year will be held from 19th to 23rd May at Feria de Madrid. Its FITUR MICE section is the leading event for professionals in the fields of tourism for meetings, incentives, conferences and events.

The announcement coincides with the Award to IFEMA as World’s Leading Convention Centre and MICE Destination in the first edition of the World Travel Awards, and the recognition, for the third consecutive year, of the city of Madrid as Europe’s Leading Meetings & Conference Destination.

IFEMA and Madrid will be the strategic setting to host once again, in a few months’ time, FITUR MICE, as part of the leading international tourism event, FITUR 2021.  IFEMA has been awarded as the World’s Leading Convention Centre and MICE Destination in the first edition of the World Travel Awards, the global initiative that recognises excellence in the travel, tourism and hospitality sectors.  Also, Spain’s capital city has once again been recognised as the best meeting tourism destination in Europe, by winning the category Europe’s Leading Meetings & Conference Destination at the World Travel Awards 2020.

Looking forward to the event and focusing on specialisation, business and professionalisation, FITUR 2021 is preparing the content for the next edition, including an agenda of B2B meetings to bring together supply and demand specialised in this segment so vital for relaunching the global tourism industry. The FITUR MICE section, which as in previous years we are organising in collaboration of MITM Events, a company specialising in organizing B2B events for the MICE sector, and with the support of IFEMA’s worldwide office network. It will have its own space during the two days prior to FITUR 2021, on 17th and 18th May for holding meetings in trade-only setting designed for making contacts and generating business in an efficient way.

For some years now, IFEMA has been promoting its MICE activity, by organising of events and trade fairs and hosting large international events and congresses with thousands of attendees. Specifically, in 2019, it hosted 749 conventions and professional events, in addition to 18 large congresses with exhibitions; 25% and 125% more, respectively, than the previous year.

Also on the MICE theme, IFEMA has been working to promote Madrid’s ranking in these awards as the Europe’s Leading Meetings & Conference Destination. This is the third consecutive year that Madrid has won this award, which highlights the Spanish capital’s business tourism offering compared to other big European cities, such as Barcelona, Vienna, Paris, or Berlin. After winning at the European World Travel Awards, Madrid will now compete for the world title, a prize it already won last year.

Extensive Programme at FITUR MICE

FITUR MICE’s meetings programme offers participating exhibitors a pre-arranged agenda of appointments with company executives, rigorously selected for their strong potential for business and purchasing decisions.  Among the selected profiles are corporations, associations, incentives companies, business travel companies and event and congress organisers. We schedule approximately 30 appointments per participant. FITUR MICE will also have a programme of networking social events to allow participants to expand their network of contacts and strengthen their links with each other.


FITUR is one of the world’s leading tourism trade fairs and an essential meeting point between the tourism industry and Latin American inbound and outbound markets. Organised by IFEMA, this 41st edition will take place from 19th to 23rd May 2021 at Feria de Madrid. These are exceptional dates for an edition of FITUR especially focused on relaunching tourism and creating an environment of confidence and recovery for companies and destinations. This will be take place over five days of commercial and business activity that will focus on repositioning the Spanish and worldwide tourism provision. It will provide a showcase aimed at strengthening this sector which is so important for economic growth, and showing future trends in specialisation, technology and sustainability