Turespaña delays the inclusion of the MICE sector in its new tool for the analysis of international demand

Turespaña has launched a new series of studies focused on the segments of international demand that Spain receives, with the aim of providing a more detailed and specialized knowledge of the different traveler profiles. Although it has announced the inclusion of the MICE segment, it will be left for future deliveries.

The first four reports published focus on the purchasing, prémium, idiomático and enogastronomy segments. The initiative includes an explicit mention that new studies dedicated to meeting, event and incentive tourism, as well as business tourism and the family segment will be incorporated in future releases.

The studies are based on microdata from the Egatur survey (tourism expenditure) of the National Statistics Institute (INE) and the ESTI survey (international tourist satisfaction) managed by Turespaña.

All in all, the reports offer estimates of the volume, evolution and profile of each of the segments, including variables such as travel motivations, activities carried out, seasonality, degree of knowledge of the destination, age, educational level and degree of satisfaction.

The inclusion of the MICE segment in the analysis series will enable meeting and event planners to have more segmented data on delegate profiles, attendance motivations, seasonality, spending patterns and preferred destinations.

Having this information strengthens the meeting planners' argumentation capacity before their organizing committees or clients: choosing Spain as a destination for events becomes more solid when it is based on specific international demand data.

Since the initiative is part of the national strategy “Spainña Tourism 2030”, aimed at a more sustainable, balanced and inclusive tourism model, the data provided by Turespaña will help align MICE programs with criteria of sustainability, efficient corporate mobility and value-added experiences.

The director general of Turespaña, Miguel Sanz, has stated that these studies “reinforce the role of Turespaña as a generator of high-value tourism knowledge” and that “they offer accurate data to guide the strategy and international promotion of destination Spainña”.