Seville brings culture, connection & new MICE opportunities to Canadian advisors

Nupur Singh

“Starting September 2027, Seville will welcome its first-ever direct transatlantic connection, operating up to four times weekly with Air Canada out of Montreal,” Yvonne Zegers, director of the Seville Convention Bureau, said. “This game-changing route bridges a vital gap for Canadian planners looking to seamlessly transport corporate groups directly to our doorstep.”

Gathering inside Toronto’s historic Boulevard Club, 19 Canadian travel advisors and meetings professionals explored a destination where centuries of architectural heritage meet modern corporate capabilities.

Pointing to sustained growth in Canadian arrivals since 2022, Isabel Martín-Benítez, consul for tourism affairs at the Embassy of Spain in Canada (Turespaña), emphasized the appetite for culturally immersive travel. 

She also highlighted a broader trend in Spain, where average trip lengths have increased from six to nine days over the past three years.

Backed by tourism organizations including Turespaña, the Andalucía Tourism Board, Prodetur — Diputación de Sevilla and the Cámara de Comercio de Sevilla, the showcase put the spotlight on Seville as a culture-rich destination for international meetings, incentives, conferences and exhibitions (MICE).

Infrastructure and air access

For corporate planners navigating complex international programs, Seville is positioning itself as a destination that combines accessibility with an expanding hospitality sector.

Presenters highlighted a €100-million airport upgrade, featuring a 42,000-square-metre terminal extension, new arrivals halls and expanded baggage claim areas.

Air Canada’s seasonal Montreal–Seville service is set to begin Sept. 8, 2027, with three weekly flights, increasing to four on Oct. 1, 2027.

Beyond air access, Seville province offers 18,819 rooms across 512 properties, according to figures shared at the event. Presenters also highlighted 40 new hotel openings and 3,500 additional beds in recent years.

This accommodation offering is complemented by FIBES (Palacio de Exposiciones y Congresos de Sevilla), which features an auditorium seating more than 3,000 people and more than 50 breakout rooms.

The presentation also highlighted hospitality growth across the region, naming international brands and luxury lifestyle offerings including Four Seasons, Thompson, Hyatt, Radisson Collection and Marriott’s Autograph Collection.

Venues and incentive partners

For incentive and corporate buyers, Seville’s appeal also lies in its distinctive spaces and local partners.

With more than 250 venues available for congresses and corporate events, planners can choose from sporting spaces such as Sevilla FC Events to historic country estates and farmhouses known as haciendas and cortijos.

Regional destination management companies and partners can help bring those settings to life through tailored corporate programs. 

They include Grupo Pacífico, which maintains a dedicated health and pharmaceutical meetings division, dhm.health (Marketing Healthcare), alongside its GPI DMC services, as well as Tecnica Incentives.

Options showcased included event venues Villa Luisa and Be One Event, complemented by cultural evenings at Teatro Flamenco Sevilla.

Heritage and hospitality

Beyond the boardroom, Seville’s compact, flat and walkable layout invites delegates to immerse themselves in local heritage during their leisure time.

Its historic heart is home to Seville Cathedral and the Giralda tower, the Royal Alcázar and the General Archive of the Indies, which together form a UNESCO World Heritage site.

With a climate that lends itself to outdoor experiences, the city offers opportunities to move from meetings to exploring local cuisine, sharing tapas and enjoying flamenco performances.

The destination’s appeal also rests on the warmth and hospitality of its people. For Canadian travel advisors and meeting planners looking to craft culturally immersive itineraries, Seville offers a mix of heritage, distinctive venues and local expertise.

Destination information and planning assistance are available through the Seville Convention Bureau at sevillacb.com, the regional tourism portal at en.andalucia.org and Seville’s tourism website at visitasevilla.es.

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