Turismo de eventos en Manta: Análisis del desarrollo en hoteles 4 y 5 estrellas.

Abstract

MICE tourism (Meetings, Incentives, Conferences, and Exhibitions) encompasses activities related to organizing business events, corporate conventions, weddings, and other gatherings with a significant economic and tourist impact on the cities where they occur. In this context, this study aims to analyze the development of event tourism in 4- and 5-star hotels in Manta and its contribution to local economic and tourism growth. To achieve this, the study evaluates the types of events held in these establishments, the available infrastructure, and the target audience profile, with input from industry professionals. Additionally, the evolution of event tourism in Manta is examined, identifying trends in demand, the factors driving its growth, and the challenges faced by the hospitality sector in positioning the city as a competitive MICE destination. Preliminary results indicate that event tourism in Manta has experienced steady growth, driven by hotel infrastructure modernization and increasing demand for meetings and conventions. However, challenges remain in destination promotion and hotel staff training. It is concluded that strengthening the event offering through technological tools and marketing strategies will help position Manta as a region's key meeting and convention tourism destination.