The Tourism Board, through Alicante Convention Bureau, is organizing a workshop-format presentation with an exclusive group of agencies and tour operators specialized in MICE tourism, involving five hotels from Alicante.

Poquet highlights “the warm reception of Alicante as an example of a modern, sustainable Mediterranean city, with excellent air connections and fully prepared to host events offering unique experiences.”

Alicante, June 5, 2026. The Alicante City&Beach Tourism Board, through the Alicante Convention Bureau (ACB), has carried out a targeted initiative in Amsterdam to attract congress, meetings, events, and incentive travel tourism (MICE). An exclusive group of agencies and tour operators specialized in this sector attended the event, which also included the participation of five hotels from Alicante.

The activity took place in the former customs building of the Dutch capital, a historic venue chosen to emphasize Amsterdam’s cultural relationship with Spain and Alicante, and because the city’s cultural offerings are highly valued by agencies.

Tourism Councillor Ana Poquet highlighted “the warm reception of Alicante as an example of a modern, sustainable Mediterranean city, with excellent air connections and fully prepared to host events offering unique experiences.” She also emphasized “the involvement of the city’s hotels in the congress and events tourism strategy. We work together with them on the promotion and marketing strategy for our destination, and that is essential,” the councillor added.

“Alicante, where MICE meets the Mediterranean” was held in a workshop format, meaning small meetings where Alicante hotels and Tourism Board representatives were able to explain Alicante’s offerings in greater detail to professionals from the Netherlands, tailoring discussions to their interests following the city destination presentation given by Poquet. The cultural attaché of the Spanish Embassy in Amsterdam, Joaquín Durán, also attended, along with Dutch media representatives.

The participating Alicante hotels in this promotional initiative were Hotel Hospes Amérigo, Meliá Alicante, Hotel Almirante, Alicante Golf, and Hotel Innside Alicante by Meliá.

The Netherlands represents an important market for Alicante and ranks as the ninth nationality by number of tourists staying in hotels and apartment blocks, according to data from the Provincial Association of Hotels and Apartments of Alicante (APHA). In fact, 2,411 flights with more than 434,000 seats connecting to the Netherlands are scheduled for this summer, operated by EasyJet, KLM, Vueling, Transavia, and Ryanair.

“For this reason, and following requests from ACB members interested in the Netherlands as a source market, we believed it was a good time to strengthen MICE tourism and open new business opportunities that generate wealth for our city,” Poquet stated.