Overview
- The Pontevedra provincial council promoted Rías Baixas at a MICE summit in Alcalá de Henares, using the event to pitch a unified 'MICE Rías Baixas' offer.
- MICE, the business-events segment covering meetings, incentives, conferences and exhibitions, is the focus as officials seek a single banner for a scattered local market.
- The Basque Government and Basquetour unveiled the 'Meetings that matter' identity at Let's MICE 2026 in DV Gunea to center legacy goals and human-scale meetings.
- Donostia/San Sebastián labels MICE a strategic sector, with its Convention Bureau leading a plan to cement the city as a destination for professional gatherings.
- Officials point to rising attendance and higher spend per guest as drivers, with aims that include jobs, knowledge sharing and value that reaches residents.