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Madrid continues to promote itself in China as a top venue for convention tourism

September 17, 2013 MICE No Comments Email Email

Madrid has firm belief in one of the international markets showing highest tourism potential for the Spanish capital: China.

Operation-SmileFor the second year in a row, Madrid Visitors&Convention Bureau, which is attached to the Arts, Sports and Tourism Department, is once again attending the CIBTM (the China Incentive, Business Travel&Meetings Exhibition: China National Convention Centre). This Chinese event is the top of its kind within the sector of business tourism. It is being held in Beijing between September 2 and 4 and, in 2012, attracted over 4,000 visitors and generated more than 9,000 business appointments.

Madrid City Council will be showcasing the city’s advantages as a destination for incentives, conventions and meetings for Chinese companies, while enhancing the tourist promotion work carried out in China over recent years, including business tourism presentations in Beijing and Shanghai. China is regarded as one of the most booming of all emerging economies and is expected to generate some 100 million tourists in 2015.

Madrid Visitors&Convention Bureau will be accompanied in this international promotion initiative by some of its partners who, as on past occasions, will have the chance to generate new business opportunities within this market. The partner companies involved are: Viajes El Corte Ingles travel agency, Holiday Inn and El Corral de la Moreria flamenco restaurant.


At the fair, Madrid is presenting itself under the slogan “Madrid, making business a pleasure,” highlighting the appeal of its cultural and leisure agenda for the hosting of any business event. Visitors can discover all about the city’s tourist offer and both the Meetings Manual and Special Venues publications will be available to them, reflecting Madrid’s vast range of meeting venues.

China is a market of priority interest for the city of Madrid, as its particular characteristics and evolution can have a major impact for Madrid as a destination. In 2012, Madrid received 62,195 visitors from China, an 18.41% increase on the previous year. In addition, 221 direct flights operate between China and Madrid.


The Spanish capital wishes to maintain its presence in this Asian market, while promoting its strong points within this sector that have allowed Madrid to become the fourth top destination in the world in terms of conference tourism. In the latest edition of the prestigious ranking compiled by the International Congress and Convention Association (ICCA), Madrid rose from sixth in 2011 to fourth, overtaking Barcelona and Singapore.

The figures presented by Madrid as regards international conferences recognized by the ICCA are impressive, as they are in general terms for meetings, conventions and similar events. Last year, conference tourism showed an increase, generating around €1 billion for the city, according to the 2012 Statistical Report on Convention Tourism in Madrid. The number of meetings rose by 56% on the previous year, reaching 17,538, while 6,550 conventions were hosted, a rise of 140%, and 1,910 national and international conferences were held, 58% up.


Madrid will continue promoting its business tourism offer in the Chinese market by organizing a familiarization trip in November. Madrid Visitors&Convention Bureau, in conjunction with Air China, will be showing 15 travel agency representatives and travel managers from Chinese companies around the city’s key infrastructures and facilities, such as its special venues, hotels and transport system, along with Madrid’s superb cultural and leisure attractions, which are the perfect way to complement a conference or business event.

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