Global MICE Forums

What Global MICE Forums does

Global MICE Forums (GMF) is a privately held Spanish B2B event company founded in 2011 (originally as Iberian MICE Forums) that operates a portfolio of curated one-to-one networking forums connecting MICE (Meetings, Incentives, Conferences, Events) buyers — corporate event managers, marketing managers, procurement teams, and travel agencies — with suppliers such as hotels, venues, DMCs (Destination Management Companies), and convention bureaus. Each forum is a boutique-format, capacity-capped event (maximum 180 participants per edition) featuring pre-scheduled one-to-one meetings, training sessions, and social programs across destinations in Spain, Portugal, France, Italy, Colombia, and the USA. The product portfolio includes national editions (GMF Nacional Agencias & Corporativo, GMF Iberian Agencies), international editions (GMF Latam, GMF Euro-American), specialized formats (GMF Special Venues & Destinations, GMF Luxury Edition), and a cruise-based format (GMF Mediterranean On Board), supplemented by GMF MyPlace, a content platform for post-event access to attendee profiles and materials.

The business generates revenue through three streams: buyer and supplier registration fees for participation in forum editions, premium Event Partner Services (sponsorship, advertising, booth placements, live presentations), and destination showcase services for local suppliers. Pricing is quote-based per edition rather than publicly disclosed, with hosted-buyer programs sometimes subsidizing corporate attendee travel. Go-to-market combines a direct field sales team for buyer and supplier recruitment with convention bureau partnerships that provide destination-side distribution and credibility. The company's competitive positioning rests on its 13-year track record (50+ editions, 5,000+ participants, 18,000+ contacts, 85%+ satisfaction, 10,000+ reported business deals), its founder-led operating model (CEO Andrés Merino, co-founder Ana Candel, 16 employees), and its co-founding role in the Alliance For MICE federation. The underlying technology is a matchmaking and event management stack including the proprietary GMF MyPlace content platform and the Meetmaps networking/meeting management solution; no AI/ML capabilities or public APIs are documented.

Name

Global MICE Forums

Legal name

GLOBAL MICE FORUMS, S.L.

Website

https://globalmiceforums.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Global MICE Forums is a Madrid-based B2B event company that runs curated, capacity-capped one-to-one networking forums connecting MICE buyers (corporate event managers, agencies) with suppliers (hotels, venues, DMCs) across Spain, Europe, Latam, and the USA. Founded 2011, with 50+ editions and 5,000+ participants served.

Ownership category

akta.pro rank

Product category

B2B MICE Networking Events

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

akta.pro primary industry

Corporate Events & Meetings (MICE) Agencies (MPAAAGAD)

akta.pro secondary industry

Event Sponsorship Sales & Partnership Brokerage (THAHAGAB)

Keywords

• B2B event networking
• MICE industry forums
• Meetings and events
• Hosted buyer programs
• Event matchmaking

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Buyer/Supplier Registration Fees: Fees charged to MICE buyers (corporate event managers, agencies) and suppliers (hotels, venues, DMCs) for participation in forum events with one-to-one meetings and networking programs
2. Event Partner Services: Premium sponsorship and advertising services including digital logo placement, sponsored news, catalog advertisements, social media mentions, live presentations, and booth/table placements
3. Destination Showcase Services: Port-based networking experiences for local suppliers to showcase services to international buyers without requiring full event participation

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Global MICE Forums organizes boutique-format B2B networking events (Forums) that bring together MICE industry buyers (corporate event managers, agencies) and suppliers (hotels, venues, DMCs, destinations) for pre-scheduled one-to-one meetings, training, and social programs across Iberian, European, Latin American, and US destinations. The company supplements these live forums with the GMF MyPlace content platform and Event Partner advertising/sponsorship services.

Product overview

Global MICE Forums operates a portfolio of B2B networking event products centered on GMF Forums — two-day events featuring pre-scheduled one-to-one meetings between MICE buyers and suppliers. The core offering includes national editions (GMF Nacional Agencias & Corporativo, GMF Iberian Agencies), international editions (GMF Latam, GMF Euro-American), specialized formats (GMF Special Venues & Destinations, GMF Luxury Edition), and a unique cruise edition (GMF Mediterranean On Board). The company supplements its live events with GMF MyPlace, a content platform for attendees to access event materials and contact information. Additional revenue streams include Event Partner advertising services offering digital, print, and experiential marketing options.

Differentiator

Problem solved

Functional benefit

Brands

• GMF MyPlace: Content platform for Forum attendees providing access to event materials, catalogs, agendas, and networking features.

Products and services

• GMF Forums (core B2B networking event format) Two-day B2B networking events connecting MICE supply and demand through pre-established one-to-one meetings, training sessions, and social networking programs across Iberian, European, and Latin American destinations. Audience: MICE buyers (corporate event managers, agencies) and suppliers (hotels, venues, DMCs).
• GMF Nacional Agencias & Corporativo Edition National edition connecting Spanish corporate event managers, marketing managers, and procurement managers with Iberian MICE suppliers. Most recent edition held at Gran Hotel Taoro, Tenerife (Canary Islands). Audience: Spanish corporate event buyers and agencies.
• GMF Iberian Agencies Edition Edition connecting MICE agencies and DMCs with Iberian destinations and suppliers, featuring one-to-one meetings and networking in Spanish coastal destinations like Lloret de Mar. Audience: MICE agencies, incentive houses, venue finders, DMCs.
• GMF Mediterranean On Board Edition First cruise-based Forum featuring one-to-one meetings at Mediterranean ports of call, connecting European and North American MICE buyers with Mediterranean suppliers. Audience: international MICE buyers and Mediterranean suppliers.
• GMF Luxury Edition Premium event targeting the luxury MICE segment with high-end buyers and suppliers from Europe and the Americas, held in luxury destinations such as Nice (France) and Cascais. Audience: luxury MICE buyers and premium suppliers.
• GMF Special Venues & Destinations Edition dedicated to unique venues and destinations, connecting venue finders with special event spaces in Catalan and other European destinations (e.g., Costa Daurada, Madrid, Toledo). Audience: venue finders, agencies, and special venue operators.
• GMF Latam Edition International edition connecting European and Latin American MICE agencies with buyers from the Americas and Europe, held in destinations such as Cartagena de Indias, Colombia. Audience: European and Latin American MICE agencies and suppliers.
• GMF Euro-American Edition Edition connecting European and American MICE buyers and suppliers for cross-continental business networking, hosted in Madrid. Audience: European and American MICE buyers and suppliers.
• GMF Edición Asociativa Spanish edition targeting MICE associations and associative buyers with Spanish suppliers and destinations. Audience: Spanish MICE associations and supplier partners.
• GMF MyPlace Platform Content platform for Forum attendees providing access to attendee profiles, meeting agendas, event catalogs, videos, photos, and post-event materials for follow-up. Audience: registered GMF Forum attendees.
• Event Partner Services (Sponsorship & Advertising) Sponsorship and advertising services including digital logo placement, sponsored news articles, catalog advertisements, QR codes, social media mentions, premium booth display, welcome corners, video spots, illuminated displays, live presentations, live interviews, and photocall logo inclusion. Audience: event sponsors, suppliers, and destination partners.

Quantifiable outcome

• 4 out of 5 attendees report generating business during events
• +3 more outcomes

Named customers22 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

22 partnerships are on record, tiered core and minor.

• Tenerife Convention BureaucoreStrategic or Co-development Partner · 1 January 2026Strategic destination partner hosting GMF Nacional Agencias & Corporativo 2026 in Tenerife. Provided support, hospitality, and exceptional organization of the program. Key collaborator for MICE promotion in the Canary Islands.
• Binter (Canary Islands Airlines)coreStrategic or Co-development Partner · 1 January 2026Official airline partner for GMF events in Canary Islands, providing flight operations support and premium travel services for attendees. Demonstrated exceptional hospitality and professionalism.
• Canary ShuttleminorStrategic or Co-development Partner · 1 January 2026Mobility partner providing specialized transportation services for event attendees, featuring modern fleet and premium service standards.
• Gran Hotel TaorocoreStrategic or Co-development Partner · 1 January 2026Host hotel for GMF Nacional Agencias & Corporativo 2026 in Puerto de la Cruz, Tenerife. Venue for one-to-one meetings with exceptional service and facilities.
• Santa Cruz de Tenerife Convention BureauminorStrategic or Co-development Partner · 1 January 2026Local convention bureau connecting institutions, businesses, and professionals to position Santa Cruz de Tenerife as a leading MICE destination.
• Ana Alonso (Spain is Excellence)minorOthersCEO at Spain is Excellence, finalist for MPI Iberian Awards Best Destination Promotion category
• Costa Crociere (Costa Cruise Line)coreStrategic or Co-development PartnerGold Event Partner for GMF Mediterranean On Board 2025, providing cruise ship venue for the first-ever forum aboard a cruise ship with Mediterranean route
• Barcelona Convention BureaucoreStrategic or Co-development PartnerDestination partner for GMF Mediterranean On Board 2025, showcasing Barcelona as departure/arrival port with local supplier networking
• Mallorca Convention BureauminorStrategic or Co-development PartnerIsland destination partner for Mediterranean route showcasing Palma de Mallorca suppliers
• Palermo Convention BureauminorStrategic or Co-development PartnerItalian destination partner for Mediterranean route showcasing Sicilian suppliers
• Marseille Convention BureauminorStrategic or Co-development PartnerFrench destination partner for Mediterranean route showcasing Marseille suppliers
• Anantara Plaza Nice HotelcoreStrategic or Co-development PartnerHost venue for GMF Luxury Edition 2025 in Nice, France. Provides luxury meeting spaces and accommodation for premium MICE networking.
• AMC Cape GraceminorStrategic or Co-development PartnerCatamaran service provider for luxury activities during GMF Luxury Edition Nice 2025
• EMAE (Event Managers Association)minorStrategic or Co-development PartnerSpanish Event Managers Association - one of four founding associations of Alliance For MICE federation
• I'M+ (Incentive Agencies Association)minorStrategic or Co-development PartnerIncentive agencies association - founding member of Alliance For MICE federation
• MPI Iberian ChapterminorStrategic or Co-development PartnerMeeting Professionals International Iberian Chapter - founding member of Alliance For MICE federation; co-founder Andrés Merino serves on board
• SpainDMCsminorStrategic or Co-development PartnerDestination Management Companies association - founding member of Alliance For MICE federation
• Granada Convention BureaucoreStrategic or Co-development PartnerHost destination partner for GMF Corporate Edition Granada, promoting Granada as premier Spanish MICE destination
• Hotel Meliá Lloret de MarcoreStrategic or Co-development PartnerHost hotel for GMF Iberian Agencies 2025 in Lloret de Mar, venue for meetings and accommodation
• EventLabminorStrategic or Co-development PartnerEvent partner providing production and audiovisual services for forum events
• On Deck MarketingminorStrategic or Co-development PartnerEvent partner providing event organization and execution services
• Venue PartnerscoreChannel Partner/ Reseller/ DistributorVarious unique venues and special event spaces participating in GMF Special Venues editions

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• IT&CM Asia (TTG Asia Media): Co-located MICE exhibition and conference in Asia-Pacific combining hosted buyers, supplier exhibitions, and educational forums; directly comparable in B2B MICE matchmaking concept though regionally focused.
• M&I (Meetings & Incentives) Forums by Worldwide Events Group: The most direct competitor: runs hosted-buyer B2B MICE forums with pre-scheduled one-to-one meetings in Asia and Europe, targeting the same supplier/buyer matchmaking niche GMF occupies with very similar boutique format.
• The Mice Show: European MICE industry B2B event focused on connecting agencies, corporate buyers, and suppliers in a hosted-buyer format similar to GMF's curated forum approach.
• ILTM (International Luxury Travel Market) by RX Global: Curated hosted-buyer events targeting luxury travel and MICE suppliers and high-end buyers; directly comparable to GMF's Luxury Edition Nice in buyer-supplier matchmaking for premium segments.

Broad incumbents

• Northstar Meetings Group: Operates leading MICE trade media (Meetings & Conventions, Successful Meetings, Incentive Magazine) and produces industry events serving the same MICE buyer and corporate planner audience as GMF.
• Cvent: Market-leading event management SaaS platform for corporate event planners and suppliers, with hosted-buyer marketplace and sourcing tools that overlap with GMF's matchmaking functionality but at significantly larger scale.
• Eventbrite: Large-scale event ticketing and registration platform serving the broader live events industry; overlaps with GMF in event registration and attendee management but without GMF's curated hosted-buyer model.
• IBTM World (RX Global): Flagship global MICE industry trade show operated by RX Global, providing hosted-buyer programs and exhibition space for hotels, DMCs, and venues that overlap with GMF's supplier base.
• RX Global (Reed Exhibitions): Parent of IBTM World and ILTM, the world's largest events organizer with a portfolio of MICE, travel, and luxury exhibitions overlapping with GMF's buyer-supplier audience.
• IMEX Group (IMEX Frankfurt / IMEX America): Operates the largest global trade shows for the meetings and events industry (IMEX Frankfurt, IMEX America), serving the same MICE buyer/supplier community as GMF but at much larger scale with thousands of attendees per edition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/iberianmice
• YouTubeyoutube.com/channel/UCMg6CRl0w6p_kLMxs5sjk1A
• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/global-mice-forums
• Instagraminstagram.com/globalmiceforums
• TikToktiktok.com/@globalmiceforums

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Global MICE Forums