In CIEPC

Protocol and Tourism

Tourism is a major industry that generates millions of euros and thousands of jobs. This business sector has its own unique characteristics and specificities. Cities recognize that their spaces are becoming a source of business and are undertaking initiatives to promote and enable travelers to enjoy new experiences. City marketing is both a trend and a necessity for showcasing a city's values. Branding becomes an essential element for the country, which seeks strategies to create the "ideal city." At the same time, we are at a point where we must revalue the "traditional event," seeking ways to strengthen our roots and be aware of where we come from and where we are going. In this environment, the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector cannot remain detached from the new perspectives on innovation and the management of sustainable events, applying the new communication paradigm brought about by rapid technological development, which generates new challenges.

At this 5th CIEPC, we analyzed the potential contributions of the Protocol to Tourism, facilitating the transfer of knowledge from educational institutions to society to promote the reduction of inequalities and social exclusion. We aim to be a meeting point that consolidates its role as a key reference in the sector, fostering dialogue and the exchange of experiences and opinions among researchers, professionals, associations, businesses, and students.