Zaragoza's Palacio de Congresos hosts the presentation of eventoplus' MICE Market Report

eventoplus, Spain's leading trade publication for the MICE sector, chose Zaragoza to present its annual analysis of the meetings, incentives, congresses and events market. The event, held on Wednesday at the Palacio de Congresos de Zaragoza, brought together industry professionals to hear first-hand about the market's trends and challenges for 2026. The Market Report is compiled each year from meetings with agencies, hotels, associations and other players, cross-checked against official data and studies based on more than 3,000 surveys of professionals; its findings are usually presented in Madrid, Barcelona and Seville, and this year Zaragoza joins the presentation circuit, consolidating its position as a MICE destination. The 2026 report paints a complex but opportunity-rich picture: despite the difficulty of fitting frenetic activity into limited budgets, it highlights the boom of the so-called 'experiential craze' as a structural, lasting trend, seen in the spread of experiential formats to new corporate departments, the diversification of formats and the emergence of new event generators. The session closed with a networking space, in line with the venue's goal of driving business and energising the MICE sector.