On the occasion of FITUR, Higuerón Resort presents its MICE 2026 campaign, a proposal that reinforces its position as a leading destination for corporate events and professional meetings throughout the year, including outdoor events and beyond the seasonal period. The presentation will be attended by Éric Mottard, CEO of EventoPlus.

The MICE sector is undergoing a clear evolution towards more flexible, experiential formats that are connected to the environment. Companies are no longer looking solely for functional spaces, but rather for venues that can inspire, generate well-being, and offer memorable experiences to attendees. In this context, Andalusia is consolidating its position as a strategic location thanks to its climate, its diversity of venues, and its ability to host outdoor events even in the colder months.

This trend has recently been highlighted by EventoPlus, which showcases Andalusian spaces designed to enjoy the outdoors all year round, combining architecture, comfort, and functionality. This vision is directly in line with the philosophy and MICE offering of Higuerón Resort.

The MICE 2026 campaign is structured around a wide variety of indoor and outdoor spaces, terraces, rooftops, landscaped areas, and enclaves overlooking the Mediterranean, designed to adapt to different formats: strategic meetings, brand presentations, conventions, incentives, or larger-scale corporate events.

The possibility of designing outdoor events throughout most of the year is one of the resort’s great distinguishing features. This flexibility allows for the creation of more dynamic professional experiences, promoting creativity, networking, and connection among attendees, without compromising operational excellence or a high level of service.

As part of this evolution, Higuerón Resort incorporates Higuerón Marbella Golf Resort, a new acquisition that expands and complements its MICE offering, integrating golf, nature, and exclusive spaces as added value for corporate events, incentives, and professional experiences linked to sports and the Mediterranean lifestyle.

During FITUR, Higuerón Resort presents a vision of MICE aligned with the new demands of the sector: versatile spaces, personalized experiences, and a strong connection with the natural environment. A proposal that understands each event as an experience in itself and reinforces the resort’s role as a strategic MICE destination in southern Europe.