MCI Group Establishes Its Global AI Development Center for the MICE Sector in Spain
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Among the report’s key findings is the sustained growth of in-person events, which have increased by 40% in recent years, establishing themselves as a strategic tool for generating business, exchanging knowledge, and building professional communities.
The group’s performance reflects this trend. In 2025, MCI carried out 5,300 campaigns, events, and activations for 1,220 clients in 34 countries, generating revenue of 581.7 million euros and EBITDA of 40.2 million, a 16% increase over the previous year. In the Iberian Peninsula, MCI Spain & Portugal closed the year with revenue of 45 million euros, 50% above its projected target.
Spain, a Global AI Laboratory for MCI Group
As part of its innovation strategy, MCI Group has decided to base its global artificial intelligence development team in Spain. MCI Spain & Portugal will design solutions, tools, and intelligent agents aimed at optimizing event management, automating processes, and improving the experience of customers and attendees in the various markets where the company operates.
The decision reinforces Spain’s position as one of the group’s technology hubs and as a leading center for the application of artificial intelligence to the events sector. “Artificial intelligence will not replace the value of human experiences, which remain at the heart of our industry. What it will do is help us design those experiences in a more efficient, personalized, and measurable way. Spain offers a unique combination of technological talent, creative capacity, and international vision, which is why we have decided to base a key project for the future of our organization here,” says Sandrine Castres, managing director of MCI Spain and Portugal.
