Theme parks take center stage in the MICE-tourism sector
Immersive experiences, cutting-edge technology, and themed gastronomy tailored for business
MICE tourism has discovered a powerful partner in theme and amusement parks, uniquely blending leisure, culture, and business within immersive settings that elevate conventions, congresses, and meetings into unforgettable experiences. These venues have successfully reinvented themselves by delivering state-of-the-art technology, premium culinary services, and distinctive entertainment offerings, all grounded in a sustainable vision that sets them apart as premier strategic destinations for companies and agencies. Situated in the heart of the Costa Daurada, just an hour from Barcelona, PortAventura Business & Events proudly presents itself as one of southern Europe’s leading MICE venues. Its convention center boasts over 200,000 square feet of space and 24 multifunctional rooms accommodating up to 6,000 guests, equipped with advanced audiovisual technology. All this is complemented by a hotel capacity with more than 3,000 rooms and the exclusive option to privatize three parks—PortAventura Park, Ferrari Land, and Caribe Aquatic Park—for private events. Meanwhile, B Corp certification attests to its strong commitment to sustainability. In Toledo, just fifty minutes from Madrid, Puy du Fou España’s events division transforms every meeting into a distinctive experience, hosting thousands of attendees in unique venues such as the Vivar Castle and the Corral de Comedias open-air theatre. The park makes it possible to integrate live performances, themed dining, and immersive experiences, ensuring that conventions, product launches, and incentive trips go far beyond the traditional format and become lasting memories. Finally, in San Martín de la Vega, on the outskirts of Madrid, Parque Warner has invested in refurbishing iconic areas like the Chinese Theatre, which now features a large stage and a high-definition big-screen projection system. Its facilities include open-air auditoriums seating up to 2,500 guests, alongside elegant and versatile rooms such as Casablanca and Casa del Sol. Finally, this offering is complemented by in-house catering and a cinematic atmosphere unrivaled in Spain.
Spanish theme parks’ commitment to MICE tourism proves that leisure and business can not only coexist but, when combined, create high added-value proposals. Innovation, enjoyment, and sustainability come together in these venues, already winning over companies and event planners alike as they herald a new era in corporate meeting design.