MICE Forum presents its strategic plan for 2025 with the challenge of increasing its representativeness

MICE Forum has presented its strategic plan for 2025, focused on strengthening its representativeness after a turbulent period, marked by the departure of some of its associations. This is the first meeting after the change of statutes, which now constitute a federation, the change of presidency and the announced return next January of the members who left the organization, along with new additions.

 

At an event held at the Chamartín The One hotel in Madrid, the president of Foro MICE, Luis Gandiaga, gave an account of the 12 objectives set out in the 2025 Strategic Plan. We need more representation as a business federation. We have changed the statutes to reinforce this function at all levels of dialogue, both before the different public administrations, as well as in the private sector and social agents. We want to be the authentic employers' association of the sector," he proclaimed.

Among the points of this roadmap, some of which are already well advanced, is the acquisition of more members. According to Gandiaga's announcement, in January 2025 they will go from 11 to 18 associations, including “some of those that left the forum”, without specifying how many. It should be remembered that in February 2022 EMA, I’M+, MPI Iberian Chapter and SpainDMCs announced their decision to leave Foro MICE and form the new federation A4M.

Other highlights of the strategic plan are the improvement of institutional relations and public-private partnership; training and talent, with the presentation of the professional certification and the signing of an itinerary “with a university” the creation of a think tank with prestigious professionals; internationalization; the signing of agreements with other complementary associations; the search for financing tools to facilitate the growth of associates or the creation of joint ventures to bid for public tenders; and internal cohesion through its own events.

Gandiaga insisted on the historical moment the federation is going through: «We have new challenges, new plans. We want to be the voice of the industry, in short, the CEOE of MICE in Spain."

The event was completed with two presentations and two panel discussions. David Noack, director of Madrid Convention Bureau, spoke about the key strategies for the MICE sector, including sustainability, personalized and authentic experiences, connection with local culture, innovation and creativity in formats.

At the round table moderated by Josó Miguel Gimeno, economic vice-president of the MICE Forum, to talk about the 360-degree vision of the sector, the speakers were Sylvia Andrés, president of the Asociació n Palacios de Congresos España (APCE); Belén Valentín, president of ADEAPE – Asociación Española de Personal para Eventos; Onofre Vicente, president of OPC Euskadi; and Noelia Gómez, head of Events at Telefónica.

Finally, before the conclusions, there was another panel of experts on representativeness and the different ways to achieve it. Moderated by Inma Blázquez, secretary general of the MICE Forum, Daniel Martínez, director of Visita Gijón; Juan José Torres, president of ASEAMAC; and Luis Enrique Sotolongo, MICE director in Europe at Enjoy

participated.