Por Redaccion 
The Ministry of Tourism, Culture, Youth, and Sports, through the Institute of Tourism in the Region of Murcia (ITREM), the Office of the Congress Bureau of Cartagena, and the Association of Hospitality and Tourist Housing Businesses in Costa Costa Exhibitions, organized in London on June 25 and 26.
Under the umbrella of Turespaña, the region was presented for the first time at this event, with the aim of designing an image of the emerging and competitive destination for organizing events, congresses, and incentives.
The regional delegation, which had a common working space between the Congress Office of Cartagena and Hostetur, maintained a busy agenda with some of the over 1,500 accredited international buyers, which allowed them to establish new business contacts and promote commercial opportunities for the region.
Additionally, on Thursday, the Spanish Tourist Office (OET) in London organized a professional networking event at Esnand by Turespaña, fostering connections between destinations and operators.
ITREM director Juan Francisco Martínez emphasized that «participating in these specialized fairs with differentiated products, such as mice, strengthens our international strategy of diversification and positioning.»
In the first four months of 2025, the United Kingdom contributed 117,352 tourists to the region of Murcia, representing a 62 percent increase compared to the same period in 2024 and accounting for 36.5 percent of international tourism arriving in the region.
Furthermore, the country generated the highest tourist expenditure between January and April, with 128.8 million euros, equivalent to 31.8 percent of the total international tourism expenditure.
FAM Trip Post-Trip to showcase the potential of MICE in the region
As part of this promotional action, eight British agents specializing in the MICE segment and a representative of the OET in London embarked on a familiarization trip (FAM trip) in the region after the fair. This activity aims to promote the regional offerings for meetings, congresses, and incentives, taking advantage of the good air connectivity with the United Kingdom.
The program, taking place between Thursday, June 26 and Sunday, June 29, includes visits to key infrastructure such as the Auditorio Víctor Villegas, El Batel, various hotels and venues in Murcia, Cartagena, and La Manga. Participants also enjoy complementary activities to experience the added value of the destination, such as boat rides, cultural visits, and gastronomic experiences.