Introducing Castellón participates in the ITB Berlin 2025

Professional event in Frankfurt, Germany | May 20-22, 2025

Introducing Castellón participated in the IMEX Frankfurt fair, celebrated from 19 to 22 May, with the aim of positioning the province of Castellón as the preferred destination in the MICE (Meetings, Incentives, Conferences & Exhibitions) segment. IMEX is one of the main international events in the sector, bringing together professionals from all over the world to promote meeting and event tourism. At this event, Miguel March was the representative of the Product Club.

Meetings and business opportunities

During the two days of the fair, numerous meetings were held with previously contacted buyers and other new ones who showed interest in Castellón as a destination. Many discovered our hotel facilities and unique venues for the first time. The idea that Introducing Castellón is the ideal interlocutor for channeling the organization of MICE events in the province was reinforced.

Institutional events and brand visibility

We attended the events organized by TURESPAÑA, such as the product tasting at the official stand and the reception at the Melià Frankfurt City Hotel. We also received a visit from the SA de Turismo, who was interested in our first impressions of the Valencian sector during the fair. These spaces were key to raising awareness of the Castellón brand alongside other entities in the Valencian Community.

Conclusions and next steps

The fair was well organized, although the scheduling system remains ineffective, as exhibitors depend on buyers accepting their meeting proposals.

Castellón continues to be an unknown destination in the MICE sector, which reinforces the need for greater institutional involvement, especially from the Provincial Council and relevant city councils. The MICE segment requires constant work, ongoing presence, and public-private collaboration.

Next steps:

• Strengthen the specific promotion of the MICE segment in Castellón.

• Establish partnerships with local public entities.

• Continue contact with interested buyers, tailoring the offer to their specific demands.