Meetings are growing in fequency and importance in the Spanish capital city of Madrid, but the MCB wants the social benefits to grow alongside the financial assets.
The meetings industry in Madrid accounts for about 8 percent of its annual GDP. In 2024, the Spanish capital recorded a total economic impact of €5.67 billion (US$6.6 billion) in the meetings, incentives, conferences and events sector, representing 23.5 percent of Spain’s MICE expenditure.
However, the Madrid City Council, through Madrid Destino and Madrid Convention Bureau (MCB), is strongly committed to ensuring that this economic return is accompanied by other, perhaps more intangible, benefits.
The meetings sector boosts the city’s national and international profile while generating longer stays, higher daily visitor spending and opportunities for lasting social and environmental impact.
In this context, collaboration between the industry and the nonprofit sector (social entities, NGOs, philanthropic organizations, foundations, etc.) becomes particularly significant.
What unique value do these entities bring to the event industry in Madrid?
Enhancing the Purpose of the Event
Madrid pursues “purposeful tourism” beyond just attracting conferences—MCB believes each event must positively impact the city. Planners can add value for attendees by supporting Madrid’s local community.
MCB’s success stems from public-private partnerships and including the nonprofit sector naturally extends this model, bringing community values into the MICE ecosystem.
Involving the nonprofit sector can:
- Align volunteer and social inclusion activities with the organization’s mission.
- Connect attendees with local communities for meaningful engagement.
- Create impactful brand content that extends beyond the event itself.
Enhancing the Attendee Experience
Beyond the professional content, the quality of the experience is equally important for meeting, conference and incentive attendees. The city, the surroundings and the chance to enjoy themselves after the program all play a key role. Including community-related activities can offer:
- More personal and engaging networking spaces.
- Meaningful leisure options, with activities connected to the region and the community.
- Greater overall satisfaction with the destination and its values, which can in turn lead to stronger recommendations, increased loyalty and an enhanced reputation for future events.
Complementing Economic Impact with Social and Sustainable Benefits
More than 54,000 meetings were held in Madrid in 2024, bringing together 2.58 million participants. By incorporating sustainability and community involvement, an event’s positive impact on the city endures long after the event itself.
The following publications will help you explore the social and sustainable options in Madrid:
Directory of Social Organisations
This practical guide includes over 60 social, educational, environmental, cultural and volunteering activities in Madrid, catering to different groups and settings across the city. The initiatives were developed by the 22 local groups that collaborate with MCB.
Available in Spanish and English, and like all MCB publications, it can be downloaded from the MCB website. More info.
100 Ideas to Make Your Event More Sustainable
This checklist provides organized, concise ideas for each phase of planning and hosting an event, designed to help minimize the impact of a meeting on the city. More info.
Creating Legacy Through Your Meeting
This guide examines how legacy projects are developed and how the approach can be applied within Madrid’s current context and the meetings tourism sector. More info.
Other MCB guides and tools
MICE Sustainability Guide: Developed in 2020, this dedicated MICE guide offers practical information on sustainability, legacy and positive impact. It explores Sustainable Development Goals (SDGs) and presents ideas for specific sustainable actions regarding special venues, hotels, restaurants, catering companies, service providers, DMOs and more.
PLUS tool: Managed by MCB, this digital platform offers a range of features for comprehensive sustainability and legacy management, generating tailored reports prior to any meeting in Madrid to help minimize the event’s impact from the outset. The technology also supports the practical implementation of the SDGs at every stage of event/meeting planning.
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