There is plenty to discover beyond the main business centres of Madrid and Barcelona.
Madrid and Barcelona may grab most of the headlines, but when it comes to business tourism in Spain, there are plenty of other exciting destinations to discover beyond these two business hubs.
Getting around is easy thanks to the fact that Spain boasts the world’s second largest high-speed rail network in the world (second only to China). It means delegates can land in Madrid and be in Seville two-and-a-half hours later – making multi-city itineraries more attractive.
Those willing to explore will be rewarded with stunning destinations, historic treasures and modern sustainable options that are fit for corporate travellers. We spotlight some of Spain’s most dynamic cities for business – with plenty of leisure options once meetings are concluded.
Valencia
Where better to start than the 2024 European Green Capital: Valencia. It’s clear why Valencia was recognised for its sustainable credentials as soon as you step foot in the city, with over two million sqm of gardens, including the Turia Garden and Parque Central, making it a leafy paradise.
The city received €350,000 from the EU as the European Green Capital for initiatives such as the 3,500 sqm Cabanyal Municipal Market, where air conditioning is now being supplied by solar panels on the roof. The city is also set to host 400 sustainable events this year, from international conferences such as the Annual Forum of Energy Cities in June to a green marathon in December.
Perched on the eastern coast of Spain, the country’s third most populous city is also a thriving destination with enticing incentive options and team-building activities. Think sailing on the Mediterranean, culinary tours to sample paella or exploring the futuristic City of Arts and Sciences. This complex can hold more than 8,000 attendees and is home to Europe’s largest aquarium, an opera house, a digital 3D cinema, exhibition space, outdoor garden and concert halls.
Valencia also boasts modern conference facilities, including Feria Valencia, which features 19 pavilions and 24 conference rooms, and the Palacio de Congresos – both of which are a short trip from the airport.
The Veles e Vents, situated in the centre of the Marina de Valencia, is another standout venue. The ultramodern structure, known as America’s Cup Building, boasts 10,000 sqm of space, including outdoor terraces offering leisure facilities and harbour views.
As for hotels, the Accor-owned brand Novotel is entering Valencia with a new flagship hotel in the Turia Garden, located between the historic centre and the Palacio de Congresos. The 12-storey building, set to open later this year, is a conversion of the former Expo Hotel and will feature 370 rooms, a rooftop terrace and a large meeting and co-working area.
Seville
The rich history of Andalusia’s capital city of Seville, featuring picturesque Moorish, Christian and Jewish architecture in the south, makes it an attractive choice for delegates.
Seville offers unique incentive experiences that range from flamenco workshops and horse-drawn carriage rides through the historic centre to panoramic views from the Seville Tower and visits to the iconic Alcázar palace.
The FIBES Conference and Exhibition Centre has two buildings set across 50,000 sqm that differ in terms of style and functionality, and host everything from the MTV Music Awards to the Tourism Innovation Summit. The venue is well connected through Seville-San Pablo international airport and high-speed AVE train station, linking it to major cities such as Madrid and Barcelona.
The largest meetings venue is the Sevilla International Convention Centre, with more than 30 rooms for meetings. It is part of the five-star Barcelo Renacimiento Hotel, which features 295 renovated rooms. Nearby is Alameda de Hércules – a tree-lined boulevard that is home to Seville’s vibrant nightlife.
For the most decadent stay in Seville, look no further than Hotel Alfonso XIII, a Luxury Collection Hotel, located near the historic quarter of Santa Cruz. Another option is Hotel Silken Al-Andalus, featuring some 600 rooms, located near the Plaza de España and María Luisa Park. It boasts 15,000 sqm of gardens, a swimming pool and a piano bar with live music.
Córdoba
Seville’s neighbouring city of Córdoba is just two hours from Madrid on the high-speed train, and has plenty of delights to offer. Córdoba is the only city in the world with four UNESCO World Heritage Sites, making it a truly fascinating destination for delegates.
Standout event venues include the Palacio de Congresos de Córdoba, located in a historic 16th-century building. The conference centre is made up of eight rooms, including a modern auditorium with capacity for 757 people.
Sat opposite is the historic Mosque-Cathedral featuring a courtyard with orange, palm and cypress trees. Thirty years ago, UNESCO extended the title of World Heritage Site not only to the Mosque-Cathedral, but also to all the streets and buildings around it. It has since gained two further accolades, with the Medina Azahara and Courtyards Festival of Córdoba also receiving UNESCO status.
For hotel options, the Hospes Palacio del Bailío, located in Córdoba’s Historic Centre, stands out as an inviting choice. Featuring stylish Roman baths and dinner in the outdoor courtyard, the hotel has 53 rooms and suites, and five meeting rooms spread across 500 sqm.
Granada
Another Andalusian city, Granada is an attractive option due to its rich history and stunning landscapes. The city has been bolstered by the expansion of its airport, which has increased passenger processing capacity by over 30 per cent from June 2021 to April 2023.
The Granada Conference & Exhibition Centre has 24 meeting rooms, with a total meeting space of 15,000 sqm. Other venues worth visiting include the tranquil Carmen de los Mártires gardens, as well as the Alhambra palace – considered one of the best examples of Islamic architecture in Spain.
The new Boutique Hotel Luna Granada Centro, located in the heart of Granada, opened its doors last year, featuring 34 rooms of different types. Another new addition to the city is the five-star Palacio Gran Vía, which has become the second Royal Hideaway hotel in the province. Located on Gran Vía de Colón opposite Granada Cathedral, the property is a 38-room boutique hotel featuring a rooftop bar, solarium terrace with views, hammam with an indoor pool and a Turkish bath and massage service.
Standout incentive options in Granada include guided tours of the Alhambra, flamenco shows in the historic Albayzín quarter and hiking in the Sierra Nevada mountains.
Northern Spain
In the north of Spain, Galicia, Asturias and Cantabria are all regions worth considering for MICE trips. The Asturian city of Oviedo has two congress and event halls that are owned and run by the municipality: the Auditorium-Congress Palace Principe Felipe and the Exhibition and Congress Centre.
There are other spaces in Oviedo that can host events, including hotels, professional associations, the university and the Central University Hospital of Asturias (HUCA). Oviedo’s attractions include the Gothic-style Oviedo Cathedral as well as the pre-Romanesque churches of Santa María del Naranco and San Miguel de Lillo.
The Galician city of A Coruña has also strengthened its MICE offer in the last couple of years. The port city, which has the longest promenade in Europe, also has the Palexco conference centre, which features an auditorium for up to 1,500 attendees. In the city’s business and events district is EXPOCoruña, a multi-purpose fairground with areas including a functional 25,000 sqm central atrium.
A Coruña’s attractions include the Tower of Hercules – the oldest functioning lighthouse in the world – and the historic Old Town (Casco Antiguo) with its medieval streets and squares to explore.
Santander in Cantabria has been gradually gaining recognition as a destination for MICE. Away from the city’s 9,000 sqm exhibition and conference centre, Santander’s scenic location on the Bay of Biscay makes it an ideal choice for outdoor meetings or team retreats. Its attractions include the Palacio de la Magdalena, a beautiful royal palace overlooking the bay, and the Cathedral of Santander.
Castilla and León
Not only is Castile and León well-connected thanks to its four airports, but the region north of Madrid is also a leader in UNESCO World Heritage Sites, including the cities of Ávila, Salamanca and Segovia, or the Burgos Cathedral. The region is also part of the renowned Ribera del Duero wine-producing area.
The city of Valladolid boasts cultural landmarks including the Valladolid Cathedral, the National Sculpture Museum and the historic Plaza Mayor. It also offers modern meeting venues including the Valladolid Congress Centre and Feria de Valladolid.
Zaragoza
The Aragonese capital of Zaragoza boasts a rich cultural heritage, with landmarks such as the Cathedral-Basilica of Our Lady of the Pillar, Aljafería Palace and the Roman Theatre. The city has been described as the “Spanish MICE epicentre” due to its location in between Madrid and Barcelona.
Among the city’s event spaces are the Hotel Zentral Ave and the Hotel Habitat Center Los Girasoles. The convention centre, Palacio de Congresos de Zaragoza, contains 22,000 sqm of exhibition space across several different spaces.
Zaragoza has a positive reputation for green measures and has reinforced its commitment to sustainability by approving the Reluzes project – a new programme to upgrade public lighting and make the city a model of energy efficiency and CO2 emissions reduction. The city was selected by the European Commission as one of the ‘100 Climate-Neutral Cities’.
Words: Joe Gallop
