In 2023, Lisbon secured its place as Europe’s premier MICE (Meetings, Incentives, Conferences, and Exhibitions) Destination, earning the prestigious title for the first time at the 4th annual World MICE Awards held in Berlin, Germany. This accolade was swiftly followed by another triumph at the 31st European edition of the World Travel Awards in 2024, where Lisbon clinched the title of Europe’s Best Urban Destination.
The significance of Lisbon’s ascent in the MICE realm is underscored by the remarkable influx of events and participants. Over the past year, a total of 2251 events have been hosted in Lisbon, drawing more than 592,178 attendees from across the globe. This surge in activity can be attributed to Lisbon’s prime location, modern infrastructure, superb accessibility, and rich cultural offerings, which collectively establish the city as a premier choice for event organization. Notably, since 2019, Lisbon has consistently ranked among the top contenders in the ICCA World Ranking, a testament to its enduring appeal as a global event destination.
The MICE sector plays a pivotal role in Lisbon’s economic landscape, contributing significantly to tourism and overall economic growth through revenue generation and job creation. Noteworthy initiatives, such as the allocation of over 1 million euros by the Lisbon Tourism Association (ATL) in 2022 and 2023, further underscore Lisbon’s commitment to fostering the MICE industry’s growth. These funds, sourced from the tourist tax and ATL’s participation in the national Portugal Events program, are aimed at attracting and supporting congresses, corporate events, and association gatherings.
The outlook for international events in Lisbon remains promising, with ongoing efforts to captivate the attention of global event organizers and participants. Paula Oliveira, Executive Director of the Lisbon Tourism Association, highlights Lisbon’s distinctive attributes, including its unique DNA, professional services, world-class hotels, accessibility, organizational prowess, cultural richness, and diverse array of experiences. Such qualities position Lisbon as a trailblazer in delivering unparalleled event experiences.
Beyond its prowess as a MICE destination, Lisbon captivates visitors as an urban gem renowned for its historical splendor, vibrant culture, welcoming ambiance, and gastronomic delights. From its charming historic districts and iconic tiled facades to its panoramic viewpoints and thriving urban art scene, Lisbon offers an authentic and multifaceted visitor experience.
The World MICE Awards and the World Travel Awards, often referred to as the “Oscars of Tourism,” serve as premier platforms for recognizing excellence in the MICE and tourism industries, respectively. These accolades not only validate Lisbon’s status as a global tourism powerhouse but also affirm its commitment to delivering unparalleled hospitality and experiences on the world stage.
Source: WTCF
