Published on
January 7, 2026
France, Spain, and the U.S. are witnessing an unprecedented tourism surge, and it’s not just about leisure travel anymore. With the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector taking center stage, these countries are experiencing a transformative shift, driven in part by the powerful partnership between Connect and Tourism Economics. As these major tourism hubs continue to bounce back post-pandemic, the demand for business travel has skyrocketed, and MICE tourism is becoming a cornerstone of economic growth. Airlines like Air France, Iberia, and Delta are ramping up flights, offering more routes and flexibility to accommodate business travelers attending international conferences, trade shows, and events. Meanwhile, hotels across key cities such as Paris, Madrid, and New York are witnessing a significant boost in occupancy rates, as high-value visitors spend more on accommodation, dining, and local services. This partnership is reshaping how Destination Marketing Organizations (DMOs) target and measure the success of their campaigns, giving them the data-driven insights they need to attract more international business. As countries like Spain, the U.S., and France gear up for a future powered by MICE tourism, the ripple effects on airlines, hotels, and local economies are undeniable, promising a more dynamic and competitive global tourism landscape. The next few years are set to redefine how we travel for business, making now the perfect time to explore the booming MICE scene in these iconic destinations.
France Joins Spain, the U.S., Morocco, Italy, and Germany in a Tourism Surge – How Connect’s Partnership with Tourism Economics is Revolutionizing MICE Marketing and Reshaping Global Destinations!
The global tourism industry is experiencing an exciting transformation, driven in part by a powerful partnership between Connect and Tourism Economics. As major tourism destinations like France, Spain, the U.S., Morocco, Italy, and Germany see a surge in tourist arrivals, the focus on MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism is more prominent than ever. This growth in the MICE sector is not just good news for travelers but is also a significant opportunity for the airline and hospitality industries. With airlines ramping up their international routes and hotels enhancing their services, these countries are becoming more accessible and attractive to both business and leisure travelers.
France Joins Spain, the U.S., Morocco, Italy, and Germany in a Tourism Surge
In recent years, tourism has bounced back stronger than expected. The partnership between Connect and Tourism Economics is playing a pivotal role in this resurgence. These two organizations have teamed up to provide data-driven insights to Destination Marketing Organizations (DMOs) on how their marketing efforts in the MICE sector are influencing local economies. As this data begins to circulate, it’s becoming clear that countries like France, Spain, and the U.S. are not only welcoming more tourists but also benefiting from significant increases in business travel.
The tourism surge is having a positive ripple effect on airlines and hotels across these destinations. Airlines are seeing increased demand for flights as both leisure and business travelers take advantage of better flight routes and affordable fares. The hospitality sector, too, is benefiting from the influx of visitors, with hotels reporting higher occupancy rates and an overall increase in spending across restaurants, retail, and tourism activities.
How Connect’s Partnership with Tourism Economics is Revolutionizing MICE Marketing
MICE tourism has long been a significant contributor to many countries’ economies. The partnership between Connect and Tourism Economics is taking MICE marketing to the next level by offering DMOs new tools to measure the direct impact of their marketing campaigns on actual bookings and economic activity. This data is crucial for DMOs to justify their marketing budgets, as they can now showcase concrete evidence of how their efforts are driving economic growth.
For example, France, long recognized as a global tourism leader, is embracing this new data-driven approach to further enhance its MICE tourism sector. Major events like business conventions, trade shows, and incentive programs bring in high-value visitors who stay longer and spend more, benefiting hotels, restaurants, and local transport providers. The same is true for Spain, Italy, Germany, and Morocco, where MICE tourism is becoming a cornerstone of their economic recovery post-pandemic.
The Role of Airlines in Supporting Tourism Growth
As these destinations witness a surge in tourism, airlines are taking notice and expanding their routes to meet the increasing demand. Flag carriers like Air France, Iberia, and Lufthansa are ramping up their flight schedules, offering more frequent services to and from these top tourist spots. For travelers, this means more options and potentially lower fares as airlines compete for business.
Air France, for instance, has seen a steady increase in passengers flying into Paris from key global markets like the U.S. and Asia. In response to this, the airline has expanded its offerings to major cities in North America, including New York, Los Angeles, and Chicago, ensuring that business travelers attending MICE events in Paris and beyond can easily book their flights. Similarly, Iberia is capitalizing on Spain’s growing tourism sector by introducing more routes from cities like Buenos Aires, São Paulo, and Mexico City, making it easier for travelers to connect to Spain for business or leisure purposes.
Other international airlines like Qatar Airways, Emirates, and Delta have also been busy adjusting their flight schedules to cater to MICE traffic. Qatar Airways has recently increased its frequencies to major MICE hubs such as Barcelona and Munich, while Delta has boosted its services between the U.S. and destinations like Rome and Berlin. These expansions are a direct response to the growing demand for MICE-related travel and offer travelers more flexibility and convenience when booking their flights.
The Growing Impact on the Hospitality Industry
The hospitality industry is at the heart of the tourism surge. Hotels across France, Spain, and Italy are reporting record occupancy rates as the influx of business travelers combines with the return of leisure tourists. The rise of MICE tourism has been particularly beneficial for upscale hotels that cater to corporate clients. Hotels in Paris, for example, are seeing higher-than-usual bookings in both their meeting rooms and guest accommodations, thanks to international conventions and trade shows that draw thousands of business professionals to the city.
Marriott International and Hilton Worldwide are two of the biggest hotel chains benefiting from this boom. With global brands like the Ritz-Carlton and Hilton Garden Inn expanding their offerings in key MICE destinations, travelers are spoilt for choice when it comes to high-quality, business-friendly accommodations. In addition, these hotel chains are now focusing on offering additional services tailored to MICE attendees, such as flexible meeting spaces, high-speed internet, and group packages for conferences and events.
In Morocco, the rise in MICE tourism is particularly notable in cities like Marrakesh and Casablanca, where a growing number of international business travelers are flocking for conferences and exhibitions. The country’s hotel industry is expanding rapidly to meet the demand, with several international hotel brands entering the market. Marriott’s new luxury hotel in Marrakesh, for example, offers state-of-the-art meeting facilities designed to cater to the needs of business travelers.
Travel Tips for MICE Travelers
Traveling for a MICE event can be an exciting but busy experience. Here are some tips to make the most of your trip:
Book Early: As MICE events attract large numbers of travelers, flights and accommodations can fill up quickly. Be sure to book your flights and hotel rooms well in advance to secure the best deals and ensure availability.Check for Special Offers: Many airlines and hotels offer special discounts for MICE attendees. For example, airlines like Lufthansa and Air France offer discounted fares for those traveling to specific conferences or trade shows. Similarly, hotels in MICE destinations may offer package deals for event attendees that include meeting room rentals and meals.Travel Light: Business travel often requires multiple sets of formal attire and other essentials. Make sure to pack smart and efficiently. Many airlines, including Delta and Emirates, offer generous baggage allowances for business class passengers, but it’s always wise to check the rules before you travel.Stay Connected: MICE events are often fast-paced and require frequent communication. Make sure you have access to high-speed internet during your stay. Most major hotels, including those operated by Hilton and Marriott, offer complimentary Wi-Fi for business travelers.Plan Your Itinerary: If you’re attending a conference, be sure to set aside some time for sightseeing and relaxation. Cities like Paris, Rome, and Barcelona offer plenty of attractions, from museums to historical landmarks. If you’re attending a business event in Marrakesh, make time to explore the city’s famous souks and cultural sites.Flight Details: Easy Access to Major MICE Hubs
Getting to top MICE destinations has never been easier. Airlines are continually enhancing their offerings to ensure smooth and convenient travel for MICE attendees.
Paris, France: Air France and Delta offer frequent direct flights from cities across the U.S., including New York and Los Angeles. Charles de Gaulle Airport is a hub for international arrivals, making it easy to access the heart of the city.Madrid, Spain: Iberia offers direct flights to Madrid from key global cities, including Buenos Aires, São Paulo, and New York. Madrid-Barajas Airport is a major European hub, making it a great starting point for exploring Spain.Rome, Italy: Alitalia and American Airlines provide nonstop flights to Rome from U.S. cities like New York and Chicago. Fiumicino Airport is well-equipped for international travelers attending MICE events.Casablanca, Morocco: Royal Air Maroc offers flights from cities across Europe and North America to Casablanca, a growing MICE destination in Africa. The city’s airport is modern, with excellent connections to the city center.Berlin, Germany: Lufthansa and United Airlines both offer direct flights to Berlin from major U.S. cities like New York and Chicago. Berlin-Tegel Airport serves as a convenient entry point for those attending international conferences in Germany’s capital.A Bright Future for Global Tourism
The partnership between Connect and Tourism Economics is paving the way for a new era in MICE tourism. As countries like France, Spain, the U.S., Morocco, Italy, and Germany see a surge in tourism, airlines and hotels are adjusting their services to accommodate the increasing demand. For travelers, this means more flights, better accommodations, and a seamless experience as they attend conferences, trade shows, and incentive programs.
With MICE tourism continuing to grow, it’s clear that both airlines and the hospitality industry will play a crucial role in shaping the future of global tourism. Whether you’re attending a business event in Paris, exploring the historic streets of Rome, or networking at a conference in Casablanca, the world’s top MICE destinations are now more accessible than ever. So, pack your bags, book your flight, and get ready to experience the best that these vibrant cities have to offer.
