The City Tourist Board holds around twenty meetings with European, Chinese, and Chilean markets that have shown interest in discovering Alicante's offerings.

Alicante, May 26, 2026. The Alicante Municipal Tourist Board has participated in IMEX Frankfurt, the world’s leading trade show specializing in meetings, incentives, conferences, and exhibitions (MICE). During the event, the board held meetings with diverse markets, including Switzerland, the Netherlands, Norway, the United Kingdom, Poland, Greece, China, Chile, and the Spanish domestic market.

The Councilor for Tourism, Ana Poquet, pointed out that "MICE tourism is strategic for Alicante and, despite the high level of competition, we hold a prominent position in the market that we intend to strengthen even further. To achieve this, attending gatherings like IMEX Frankfurt is essential to position ourselves internationally."

Alicante attended under the umbrella of its official brand, Alicante Convention Bureau, featuring its own distinct counter within the Turespaña exhibition space and receiving backing from Turisme Comunitat Valenciana. On-site, destination representatives held around twenty meetings with professional event organizers, specialized MICE communication agencies, incentive travel tour operators, and group planners.

In line with its strategy of collaborating with the local business community, the Alicante Convention Bureau extended this invitation to its members in the hotel and incoming agency (DMC) categories. This year’s edition featured the in-person participation and technical support of the Hospes Amérigo hotel.

The demand for meetings to explore Alicante's advantages as a conference destination reflects a distinctly international profile.

On one hand, the international professionals who met with the Alicante delegation aimed to update their knowledge of the destination and discover the city's renovated hotel stock and venues. On the other hand, a significant volume of these appointments involved organizers who are actively searching for host cities for upcoming, already scheduled events.

Furthermore, the Alicante Convention Bureau leveraged this major international showcase to highlight the city's capacity to host large-scale events. Agents showed particular interest in information regarding the preparations and activities surrounding the next start of The Ocean Race—a global event that positions Alicante as a premium, dynamic destination, fully prepared for the most demanding business tourism.