The 27th edition of MITM Europe – MICE & Business will be held in Madrid from January 17 to 19, 2027, with the Rafaelhoteles Atocha hotel as the venue and official sponsor.
The Spanish capital is preparing to host a new edition of the oldest international B2B MICE fair in Europe. MITM Europe – MICE & Business will celebrate its twenty-seventh edition from January 17 to 19, 2027, consolidating itself as the most important meeting in the sector before Fitur.
The event, organised by GSAR Marketing, a company of the Convenco Group, will take place for the second consecutive year at the Rafaelhoteles Atocha hotel, which repeats as the venue and official sponsor. This establishment, with 245 rooms, 8 meeting rooms, and 9 sub-committee rooms ranging from 26 to 730 square metres, all with natural light, has become a benchmark for meeting tourism in the city. Additionally, its privileged location, near the Art Triangle and the AVE Madrid-Puerta de Atocha station, facilitates access for participants.
The last edition, held in January 2026, concluded successfully: more than 130 companies from 28 countries participated, and over 550 registrations from buyers from 69 countries were recorded. 100% of the available space was booked by suppliers, reflecting the high interest in the sector. For 2027, the organisation expects between 500 and 800 registrations, from which it will select up to 60 companies with the highest business potential.
In addition to Rafaelhoteles Atocha, the event is sponsored by Meliá Hotels International and Novotel Madrid Center, both hotels with extensive experience in the MICE segment. The fair offers a programme of up to 30 pre-established meetings with rigorously selected buyers, complemented by a networking programme designed to create synergies between executives and decision-makers.
MITM Europe has been held in 21 cities across 8 countries throughout its history, bringing together around 120 participants from 25 countries, all of whom are professionals in the sector: corporate executives, incentive agencies, international associations, event planners, congress organisers, luxury agencies, and tour operators specialised in MICE.
GSAR Marketing, the organising company, is a global tourism marketing firm that is part of the Convenco Group, the first “Incentive House” in Spain, founded in 1973. Since 1997, GSAR has produced its own international fairs specialising in Cultural Tourism and the MICE sector. To date, it has successfully held 65 editions in 38 cities across 18 countries.
For Madrid's meeting tourism professionals, this fair represents a unique opportunity to network and close deals with high-level international buyers, all in a central and well-connected environment. Registrations are already open, and the event is expected to be fully booked again.
You may also like
