MICE tourism is promoted in Varadero.
As part of the strategy to diversify its offer, the directors of Cuba’s main seaside resort are committed to continuing to encourage the Congress, Events, Conventions and Incentives (MICE) tourism segment.
«The idea is to promote this modality much more as a complement to the star offer of this destination, which is its majestic beach, with its fine sand and crystalline waters,» said Iralis Delgado, commercial specialist of the Ministry of Tourism (MINTUR).
Delgado joins those who recognise the opportunity offered by the MICE activity for the full recovery of tourism, thus demonstrating its high value for destinations by producing a very high economic impact, with average spending per tourist higher than in the case of leisure tourism, according to reports from the International Congress and Convention Association (ICCA).
He referred to the magnificent conditions of the Meliá Internacional hotel as confirmation of the great value for MICE, with high-performance rooms and already at the disposal of events such as the World Cocktail Championship, or Judo, which took place very recently.
The MICE variant is joined by leisure groups from tour operators, circuits and wholesalers, among others, also key because recognised experts have said that they anticipate demand and bring additional income to the establishments, in the form of space rental, food and beverage services, etc.
The MINTUR official mentioned the various events held during the tourist season, a period which ended in April and which also served to show the great potential of a seaside resort which last year set the tone with the International Tourism Fair, described as excellent, not only for its organisation, but also for the number of businessmen it attracted.
It is said that in international circles, MICE tourism is experiencing a solid recovery, exceeding expectations and showing a positive growth rate.
This segment not only drives the economy and deseasonalisation, but also provides significant opportunities for the tourism and hotel industry.
Photo by the author
Written by Eva Luna Acosta Armiñán.
