Lisbon has solidified its position as a leading European destination for meetings, incentives, conferences, and exhibitions (MICE) by winning the coveted title of Europe’s Best MICE Destination for 2024 at the prestigious 5th World MICE Awards in Ho Chi Minh City, Vietnam. This marks the city’s second consecutive victory, beating out other prominent contenders such as Athens, Berlin, Istanbul, London, Madrid, Milan, Paris, and Vienna.
The MICE sector plays a crucial role in driving Lisbon’s tourism revenue and development. The city’s prime location, cutting-edge infrastructure, easy accessibility, and rich cultural scene have firmly established it as a top European hub for event planning. Paula Oliveira, Executive Director of the Lisbon Tourism Association, highlighted the significance of this award, stating, “This award acknowledges the collective effort in establishing Lisbon as a leading destination worldwide. It significantly impacts revenue generation, job creation, and the preservation of our heritage.”
Lisbon’s dedication to the MICE industry is evident in its impressive record. In 2023 alone, the city hosted 151 events, securing a place in the International Congress and Convention Association (ICCA) rankings. Between 2019 and 2022, Lisbon held the second position in both European and global standings for event hosting. Although narrowly missing the global runner-up spot by one event in 2023 (with Singapore taking second place), Lisbon remains the second most event-rich city in Europe, trailing only Paris.
The World MICE Awards recognize exceptional achievements in the MICE sector, celebrating the top destinations, airlines, hotels, organizers, and infrastructure that excel in this industry. Lisbon’s consistent success at these awards is a testament to its commitment to providing an unparalleled experience for event organizers and attendees alike.
