Alicante and Elche to co-host inaugural marathon and MICE & FORUM conference
Alicante and Elche will jointly organize the first marathon linking the two cities and will host MICE & FORUM, a flagship corporate tourism conference. These launch actions mark the first steps under a new cooperation strategy between the two municipalities, introduced at Fitur this week by mayors Luis Barcala and Pablo Ruz.
“The presentation of these events is a historic moment that proves when there is will, significant results can benefit Alicante, Elche, and the wider province,” stated Luis Barcala, the mayor of Alicante. He added that the shift in strategy is already bearing fruit and that the team will keep pushing to promote the Valencian Community’s second largest population axis.
Elche’s mayor, Pablo Ruz, emphasized that both towns believe in the real potential to join forces, align resources, and market tourism products to spread demand beyond peak seasons. He asserted that the cooperation will strengthen both cities, attract more visitors, and open new opportunities through complementary efforts.
Since the initial contact in September, multiple coordination meetings have occurred among Tourism and Sports departments to implement concrete actions between Alicante and Elche. These efforts extend beyond tourism, aiming to create positive synergies in transport, logistics, and industrial land development, among other areas.
Alicante and Elche will come together in a symbolic marathon that completes the regional calendar for such events. The 42-kilometer race has not yet taken place in the province of Alicante, with the February 2025 test marking a first for the area. The route will start in Elche and finish in Alicante, organized with support from Montemar Athletic Club and the leadership of José Manuel Albentosa, a former Olympian who holds the Elche half marathon record, among other accolades. Both councils will continue refining technical, organizational, and promotional aspects in collaboration with the Provincial Council. The Tourism Departments will design tourist packages and promotional campaigns to maximize the event’s impact across the two cities.
Sports tourism continues to rise. Data from the National Statistics Institute shows more than 5.1 million trips motivated by sport were initiated in 2022, generating total expenditures above two billion euros. This growth underpins the strategic value of combining sports events with tourism marketing in the region.
MICE & FORUM will share a common headquarters for Alicante and Elche as joint hosts in March 2025. The event is a premier gathering for the MICE segment in Spain, encompassing congresses, meetings, events, and incentives, and serves as a catalyst for corporate tourism in the area.
MICE & FORUM stands as the leading workshop in Spain for corporate events, providing top Spanish companies and agencies with direct access to venues and suppliers for future corporate programs. The forum will bring together 35 qualified buyers from major Spanish firms and agencies in the field, who will explore the facilities and services available in Elche and Alicante. The initiative positions both cities as corporate hubs and fosters interactions between Spain’s most influential companies and event planners. The forum is expected to enable up to 2,450 meetings in Alicante and Elche, with participation from 35 company and agency representatives and 70 suppliers, creating significant business opportunities for the region.
Local authorities confirm ongoing collaboration to ensure the success of the joint actions. By aligning tourism, transport, and regional development plans, Alicante and Elche aim to boost the local economy and position the two cities as major destinations for both sport and corporate travel. The event calendar reinforces the commitment to a coordinated strategy that leverages shared resources and enhances the province’s appeal to visitors from across Spain and beyond. Public officials note that the plan will maintain a steady tempo of initiatives to unlock new opportunities for residents and businesses alike, while delivering enhanced visitor experiences and longer stays for travelers who combine sport, culture, and business in their itineraries. This coordinated approach is supported by the Provincial Council and is designed to sustain sustainable growth across the region, benefiting the entire Valencian Community. Notes on future actions will be announced as planning progresses, with stakeholders prioritizing seamless logistics, effective promotion, and robust partner engagement. Source reports from the municipal offices and the tourism departments indicate strong local backing for the mutual goals of Alicante and Elche. – Source attribution: Ayuntamiento de Alicante and Ayuntamiento de Elche.