Meetings and Incentive Travel Market (MITM) Euromed took place in Oviedo, in northern Spain, September 28-29. The 13th MITM Euromed event achieved great success, even as it was hosted by a relatively unknown city.
"We were a little bit concerned that Oviedo, which is not well known in the MICE industry, would not attract a large number of buyers. We were wrong," noted Ramon Alvarez, president and managing director of GSAR Marketing, which produces MITM Euromed and MITM Americas.
In fact, organizers received more than 200 registration requests from interested buyers; they had to close registration three months in advance of the event and limit the number of attending buyers to 100 so that they would match the number of suppliers. Attendees hailed from 14 countries including Croatia, Poland, Russia, and the United Arab Emirates.
A total of 3,240 meetings between exhibitors and buyers were scheduled, and organizers estimate the potential future business for the city of Oviedo to be nearly $16 million over the next six years as a result of the conference. City organizers used MITM Euromed as the kickoff for an international marketing campaign.
Visiting attendees toured the historic city, dined at local favorite De Labra Restaurant, and stayed at a variety of area hotels, including the famed 142-room Hotel de la Reconquista, which was built between 1752 and 1777.
Oviedo's Principe Felipe Congress Hall-Auditorium hosted MITM Euromed, but the city will soon be home to a much larger event space. Early next year, the Santiago Calatrava-designed Palacio de Exposiciones y Congresos will open with 14 meeting rooms, a main hall with a capacity for more than 2,000 attendees, and an attached hotel.
The next MITM event, the Americas conference, will be held in Havana, Cuba, later this month.
Hosted buyer programs
that offer career-enriching accredited education with industry experts and pre-scheduled one-on-one appointments with destination suppliers
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