The latest business tourism industry studies provide valuable data that highlight its dynamism and economic potential. Although it is true that tourism is one of the main economic activities in Spain, accounting for 10.8% of the country’s GDP, it is important to take into account the MICE industry’s strong growth: in 2013, Spanish companies invested over €5,000 million in meetings and events.
Showing a slight year-on-year upturn, professional associations expect growth in 2014. Although forecasts for the global and Spanish economies point to continuing, but "timid", expansion, the business tourism industry is expected to grow by 8.2%. However, it should be noted that Spain’s neighbours are among the greatest spenders as regards the MICE industry. For instance, companies in the United Kingdom invest around €40,000 million a year. Moreover, countries like India, Brazil and China also figure among the big spenders in this respect.
Trends in the business tourism industry and its professionalization
Ninety-three percent of Spanish companies with over 100 employees affirm that they invest in MICE. There are a series of trends that show that companies are keener than ever on organizing local events: only 33% of the corporate respondents admitted travelling abroad. In addition to the importance of getting the most out of business trips, companies also demand greater diversification and specialization from venues in order to satisfy their demands.
As explained by Xavier Serra, director of Affinity Petcare and ex-president of Southern Europe for Bacardi Ltd., "over the last few years, the economic crisis and the fact that many professionals have left their previous jobs has led to the appearance of a large number of event agencies that do not possess the experience or offer the quality that the market demands." Serra also stresses that it is crucial to make sure that you are in good hands when planning an event. According to data provided by the Iberian Business Travel Association (IBTA), 47% of companies use the services of travel agencies when planning a trip or event, versus 39% that engage the services of specialized travel agencies.
Currently, many hotels are adapting their facilities to meet the needs of business tourism clients, who are incidentally very demanding. If attention is paid to venue specialization, then the same should be done as regards the training of meeting and event industry professionals. With a higher education system comprising 82 universities, 236 campuses and 1,123 distance learning or special centres, there is an ample offering in Spain vis-à-vis specialized training relating to the industry. The teaching staff and programme content is also analyzed so as to ensure that it meets not only the aspirations of lecturers and students, but also those of the industry and its consumers.
According to the Ministry of Work, there are good job opportunities in the MICE industry. Therefore, something should be done to promote the industry and, at the same time, make sure that schools, training centres and universities deliver a high level of training that provides students with the kind of knowledge and skills required of any professional working in the industry. The Event Management Institute lends its support to the dissemination of knowledge and research so as advance the professionalization of the industry in pursuit of excellence by means of professional development programmes geared to the different actors working in the industry.
Further information on the Event Management Institute’s website.
Email: lluis.cintas@eventmanagementinstitute.es.
Land line: +34 934 142 656 / mobile phone: +34 679 317 775.
