Spain Tourism Board is promoting emerging destinations and venues at TMS APAC. Pictured, Euskalduna Conference Centre and Concert Hall in the avant-garde architecture city of Bilbao. Photo Credit: Turespaña
Spain Tourism Board’s (Turespaña) first appearance at The Meetings Show Asia Pacific (TMS APAC) is looking to be a warm hola to the region’s buyers.
“Rather than large-scale activations, our approach is centred on personalised engagement and long-term partnerships with APAC planners,” Irene Valencia, Turespaña’s market analyst, Southeast Asia, Australia and New Zealand told M&C Asia.
At the booth, buyers can expect opportunities to get up close with the destination’s business events offerings – including through upcoming familiarisation (fam) trips with the Spanish Convention Bureau, DMCs and industry partners.
Personalisation stands out as a recurring theme as Turespaña promotes tailored event solutions through the Meet in Spain campaign.
For a destination as vibrant, diverse, and history-rich as Spain, culture is currency. It is no wonder that Turespaña is integrating meetings and venues with local experiences.
“We will highlight how Spain is moving beyond [conventional] formats by offering ‘venue plus experience’ concepts, where meetings are integrated with gastronomy, culture and local lifestyle,” Valencia shared.
As much as ancient traditions endure in the home of The Eternal City, Spain also has a MICE landscape that is “rapidly evolving”.
The evolution, Valencia summarised, is driven by new venues, destination diversification and innovation.
Planners visiting Turespaña’s booth at TMS APAC can expect to learn about new and upgraded venues. Examples include Roig Arena, a multi-purpose venue that opened its doors in Valencia in September 2025, as well as ongoing enhancements to venues such as Bilbao Exhibition Centre.
Spain’s continual investments in MICE hardware “ensures capacity for everything from boutique incentives to mega-events”, Valencia said.
“Beyond infrastructure, we are also spotlighting Spain’s diversity of destinations from established hubs like Madrid and Barcelona to fast-growing cities such as Málaga, Valencia, and Bilbao,” Valencia shared.
Planners attending TMS APAC 2026 may visit Turespaña at booth I56.