Lorraine Williamson
Murcia is stepping up efforts to establish itself as a competitive destination for international MICE tourism, with a focus on Belgium.
The Region of Murcia is aiming to expand its presence in the Meetings, Incentives, Conferences and Exhibitions (MICE) sector. In partnership with national tourism body Turespaña, the regional government has welcomed a group of Belgian travel professionals to showcase its infrastructure and venues.
Strategic focus on Belgium
Belgium has been identified as a priority market, partly due to the resumption of direct flights to the region from June 2025. The Regional Ministry of Tourism believes the combination of new air routes and targeted promotion will help increase bookings from business event organisers.
Juan Francisco Martínez, director of the Institute of Tourism of the Region of Murcia, said the initiative is part of a broader strategy. It aims to boost Murcia’s profile in international travel brochures while attracting more business-oriented travel.
In the first three months of 2025, Belgium accounted for 14,191 visitors to the region. This represents 7% of all foreign tourists. Their combined spending reached €15.2 million, indicating solid market potential for MICE growth.
Showcase of venues and experiences
Five Belgian MICE agents spent four days in the region exploring a selection of meeting venues and cultural offerings. Among the key locations visited were the Víctor Villegas Auditorium in Murcia, El Batel Auditorium and Espacio Cuarentaytrés in Cartagena, and several business-ready hotels.
To highlight the region’s potential for incentive travel, the itinerary also included wellness activities in San Pedro del Pinatar, a virtual racing experience with Odysseus, and cultural excursions through both Murcia and Cartagena.
Business meets leisure
Murcia promotes itself under the slogan Ready to meet you, signalling a clear intent to blend business facilities with cultural and leisure experiences. The region boasts a modern infrastructure, Mediterranean climate, and a growing culinary reputation—all factors increasingly valued by MICE organisers.
The Regional Ministry of Tourism sees the MICE sector as a way to create year-round economic activity and boost employment, especially outside the traditional summer season.
Growing reputation
By investing in targeted campaigns and offering a mix of professional and recreational experiences, Murcia is positioning itself as a serious contender within the European MICE industry. The recent visit from Belgian professionals signals the beginning of what the region hopes will be long-term international partnerships.
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