Alicante, March 11, 2026 – The Alicante Convention Bureau (ACB) continues its international roadmap to consolidate the city as a premier destination within the MICE sector (Meetings, Incentives, Conventions, and Exhibitions). On this occasion, the city of Alicante has arrived in Munich to lead a professional workshop aimed at attracting corporate events and congresses from the Central European market.

Accompanied by a delegation of member companies, the ACB conducted a workday focused on direct marketing and strengthening the Alicante brand. Key representatives from the city’s hotel sector and specialized services included:

• Hotel Meliá Alicante

• Innside by Meliá Alicante Porta Maris

• Hotel Alicante Golf

• Hotel Almirante

• Hospes Amérigo

• Blue Valley (DMC)

Driving Professional and Business Tourism

Throughout the event, the Convention Bureau team held business meetings with 20 leading companies from the German MICE sector. The primary objective of these sessions was to provide personalized presentations of Alicante’s versatile infrastructure, its excellent connectivity, and its capacity to host large-scale events and unique incentive experiences.

This initiative is part of the strategy to capture professional tourism, a key segment for reducing seasonality in the destination and generating high-value economic impact for the city.

"We continue to work toward showcasing everything Alicante has to offer as a venue for meetings and events. The response from the German market is very positive, and our offer—set in a privileged Mediterranean environment—places us in a highly competitive position," stated representatives from the Alicante Convention Bureau.

With this workshop in Munich, the ACB reaffirms its commitment to working hand-in-hand with the local business community to position Alicante firmly on the map of major international corporate events.

About Alicante Convention Bureau: The ACB is the official body responsible for promoting Alicante as a destination for congresses, conventions, and incentive trips, offering free specialized advisory services to professional event organizers.