Page 25 - EVENTIS. Revista Especializada en Eventos.No2.2025. English

generating solutions and fostering
collaboration between state and private
actors. It was a day of debate on the
professionalization and strengthening
of meetings, incentives, lectures and
exhibition tourism in the country.

Representatives from ministries,
event organizing companies, tourism
providers, and other actors involved
in the development of MICE tourism in
Cuba participated in the event. They
were selected to ensure diverse and
active representation in the desired
work dynamics.
The goal of promoting networking and
the creation of strategic alliances
between the state and private sector
led to very interesting proposals on
several topics, including resuming the
structuring of a Convention Bureau and
an Association of Event Organizers in
Cuba. Through participatory dynamics, CONVOCATORIA
a space for dialogue and exchange was
promoted where attendees could share
CONEX, a company belonging to the Palco their expectations, aspirations and
Business Group, organized the MICE perceptions of the opportunities and
Alliance event with the aim of analyzing challenges facing the sector.
the current state of the sector, identifying 21
its main challenges and generating Various recommendations and
concrete proposals to strengthen its proposals emerged from this meeting,
development in the country. Held at the including the need to implement
Palco Hotel, just a few meters from the training and certification programs
Convention Center, which has hosted for event organizers and the
so many important events, it proved to relevance of strengthening strategic
be a space for identifying challenges alliances between government
and opportunities in the sector, entities, private companies,
and international organizations.
Promoting private investment in
infrastructure and technology to
strengthen the MICE industry in Cuba
was another recommendation, along
with recognizing the importance of
marketing and international promotion.
The MICE Alliance closed this first
edition with the proposal to convene
regular meetings to follow up on all the
ideas that emerged from a professional,
creative, and dynamic event, which
resulted in a true alliance of wills to
promote Cuba as a MICE destination.