This February fall in love with your next destination

Barcelona: A Premier MICE Destination for Corporate Events

Beautifully unique architecture on every corner — from Gaudí’s soaring Sagrada Família to the mosaic-draped rooftops of the Eixample — Barcelona is a city that makes an impression before you even reach the venue. It’s compact enough to explore on foot, right on the Mediterranean, and buzzing with an international energy that just feels cool. The restaurant scene is world-class, with everything from Michelin-starred tasting menus to hidden tapas bars in the Gothic Quarter. The venue options are endlessly creative: think modernist palaces, beachfront terraces, and converted industrial spaces in the 22@ district. There’s a buzz here that energises any programme from the moment guests arrive — and with direct flights from virtually every major city in Europe, getting them here is the easy part.
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Málaga

With 320 days of sunshine a year, almost everything in Málaga happens outdoors — coffee meetings on sunlit terraces, lunches by the port, dinners under the stars, team activities along the coast. The city is compact and walkable, so logistics are effortless, and it has a real, unhurried Spanish feel that guests genuinely connect with. It’s right on the sea — there’s nothing like breathing in fresh salt air to reset your guests between sessions. Once overlooked, Málaga has undergone a remarkable transformation: the Picasso Museum, Pompidou Centre, and Thyssen collection now sit within walking distance of each other, and the regenerated port area offers stunning venue options. Great hotels and suppliers punch well above their weight here, and Málaga Airport — Spain’s third largest — connects to all major European cities with just a 15-minute transfer to the centre.
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Madrid

If you want a big-city experience with authentic Spanish soul, Madrid is hard to beat. World-class hotels line the Gran Vía and Paseo de la Castellana, the venue options range from royal palaces and grand theatres to contemporary rooftop spaces with skyline views, and the restaurant scene could keep a group busy for a week without repeating a meal. Grand architecture surrounds you at every turn, making even the simplest coach transfer feel like a guided tour. Madrid is also remarkably clean and safe — a detail that matters when you’re responsible for international delegates. The suppliers we work with here are some of the friendliest and most flexible in Spain, and with Spain’s largest airport and high-speed rail connections to every major city, Madrid sits at the centre of everything.
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Seville

You can’t get more Spanish than Seville — and the locals wouldn’t have it any other way. The sevillanos love their city more fiercely than anywhere we know, and that pride shows in everything: the way they keep their historic barrios immaculate, the passion behind every flamenco performance, the care that goes into every plate of tapas. Breathtakingly beautiful — from the Moorish grandeur of the Real Alcázar to the orange tree-lined streets of Santa Cruz — Seville offers the best tapas bars in Spain and at every corner another fascinating story, bodega, or piece of art waiting to be discovered. For evening events, the city’s courtyards, riverside terraces, and candlelit palaces create an atmosphere no modern venue can replicate. With a high-speed rail connection to Madrid (2.5 hours) and a well-connected international airport, access is better than most people expect.
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Valencia

Home to the best paella in Spain — and that’s not even close. Valencia is style all the way: design-forward, cosmopolitan, and architecturally bold, from the futuristic City of Arts and Sciences to the beautifully restored Silk Exchange. Think of it as Barcelona’s cooler little cousin: all the sophistication, none of the crowds. The creative energy here is infectious, with a thriving food scene, converted warehouse venues, and a beachfront that makes outdoor events a natural fit. The Turia Gardens — a nine-kilometre park running through the city centre in a former riverbed — offers one of the most unique team-building backdrops in Spain. Valencia consistently surprises first-time visitors, and that element of discovery makes it a powerful choice for incentive programmes.
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Marbella

Where glamour meets the Mediterranean. Marbella offers some of the finest luxury hotels and venues in southern Spain, with a level of polish and service that impresses even the most well-travelled delegates. The Marbella Club, Puente Romano, and a growing roster of five-star properties set the standard for high-end incentive programmes. But look beyond the glitz and you’ll find a charming Old Town with whitewashed streets and hidden plazas, world-class gastronomy ranging from beachfront chiringuitos to Michelin-starred restaurants, and outdoor experiences from championship golf courses to yacht excursions along the Golden Mile. The climate is year-round perfection, the infrastructure for premium events is second to none, and the proximity to Málaga Airport (45 minutes) means access is easy. If your programme needs a touch of wow factor, Marbella is it.
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Porto

The river is the soul of this vibrant city. Light bounces off the Douro and reflects across the whole skyline, painting the iconic Ribeira waterfront in golden tones that change by the hour. Buskers sing along the riverbanks with a distinct, almost Brazilian warmth that gives Porto a uniquely tropical energy for a European city. Cross the Dom Luís I Bridge to the port wine cellars of Vila Nova de Gaia for a tasting experience unlike anything in Spain, then wind through the narrow streets of the old centre to discover tile-covered churches, independent galleries, and some of the most exciting restaurants in the Iberian Peninsula. Porto is a city that surprises at every turn — creative, unhurried, and deeply authentic — making it a perfect choice for programmes that want something genuinely different.
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Lisbon

A small, vibrant city by the sea with genuinely cool energy that’s hard to manufacture. Lisbon sits on seven hills overlooking the Tagus estuary, and the interplay of light, water, and pastel-coloured architecture creates a visual backdrop that rivals anywhere in Europe. Great hotels across every price point, versatile venues from converted industrial spaces in LX Factory to historic palaces in Belém, and a strong activity offering — from tram tours and tile workshops to sailing experiences on the river. The food scene alone is worth the trip: from traditional tascas to Michelin-starred innovation. All at rates that are surprisingly reasonable for one of Europe’s most popular destinations right now. The people are warm, English is widely spoken, and the pace of life makes everything feel effortless — exactly the energy you want for a successful programme.
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And then there’s the one your clients have never heard of…

Costa de la Luz

Welcome to paradise. Spain’s wild, completely unspoilt Atlantic coast — a destination that feels like the Spain of yesteryear, before the tour buses and hotel chains arrived. The cities of Jerez and Cádiz still have that special village feeling, built on genuine community spirit: local bodegas pour sherry straight from the barrel, flamenco is danced because people feel it, not because tourists are watching, and the seafood is the freshest in the country. The coast of Cádiz offers superb large hotels sitting on what is arguably the most beautiful beach in Spain — long, white, and wild, with the Atlantic crashing in. The bodegas of Jerez double as extraordinary event venues with centuries of atmosphere no decorator could recreate, and the activity options are so diverse you can build a completely unique programme every time. Ideal for incentives — and with Seville and Jerez airports both just 35 minutes to an hour away, getting here is far easier than your clients would expect. Explore Costa de la Luz with Protocol →