Sport as a driving force for MICE events and programmes

The Grand Départ of the Tour de France 2026 and the Ryder Cup 2031 are two major events that give visibility to the Costa Brava and the Girona Pyrenees as an ecosystem ready to host corporate stays, incentives, team-building activities, meetings and productions linked to sport, wellbeing and nature.

Destinations such as Lloret de Mar, for example, show how a local ecosystem can specialise in MICE events linked to sport. Its sports facilities and a structured MICE offering, with the support of the Lloret de Mar Convention Bureau, make it possible to host industry conferences, brand presentations, outdoor activities and group experiences linked to sport and mobility.

The third stage of the 2026 Tour de France passing through the province of Girona will showcase some of the landscapes most closely linked to road cycling, sports training and cycling culture. This international exposure is the result of the work that, for years, has positioned the Costa Brava and Girona Pyrenees as a cycling destination, capable of hosting both the Tour and other international events such as The Traka, a benchmark in gravel riding that starts in Girona, or Sea Otter Europe, a cycling festival with a professional and sporting focus that brings together brands, athletes and a specialist audience. Together, these events consolidate an offering capable of attracting clubs, teams and also companies seeking active experiences linked to the territory and bespoke corporate programmes.

The experience gained in these competitions makes it possible to transfer the world of cycling to MICE programmes. Thus, for example, Gran Fondo Community connects with the cycling community and makes it possible to plan outings, routes and experiences on two wheels for groups; La Costa Golf & Beach Resort incorporates cycling tourism activities within a broader offering that combines accommodation, golf, the sea and outdoor activities; and companies such as Intense DMC or Xalar Experiences can integrate cycling into incentive, team building or active discovery of the region proposals, tailored to the profile and objectives of each company.

In the world of golf, the Ryder Cup 2031 reinforces the role of accommodation with a golf course in the province, as is the case of Camiral, the venue for the competition, which combines top-level courses, accommodation, dining, wellness and spaces for corporate meetings, in a setting that is already part of the global golf map.

This effect also extends to other golf-related accommodation options, such as Hotel Peralada, Hotel Terraverda, Hotel Torremirona or La Costa Golf & Beach Resort, which allow for multi-day programmes combining sport, meetings, cuisine, wellbeing and exploration of the region. In this way, the province’s golf offering provides a solid basis for transforming a corporate meeting into a stay with more activities, spaces for interaction and connection with the destination.

Beyond competitions, sport also offers a language very close to the corporate world. Performance, effort, concentration, overcoming challenges, strategy, leadership and teamwork are concepts that are part of the business world and can be easily transferred to corporate meetings and events. In this sense, physical activity and the natural environment allow people to leave the meeting room and generate experiences that are more participatory, memorable and aligned with the values of each organisation.

Accommodation options such as Mas Solà have extensive sports facilities and allow for stays and activities linked to sport in a setting designed for groups. The Zel Costa Brava also offers a range of water and sporting activities, with options such as cycling, fitness, spinning, water activities and experiences linked to the sea, which can complement corporate programmes with an active and Mediterranean component.

In the field of activities, Aventura Girona offers proposals in nature that can be tailored to different group profiles; Dragon Boat Emotions works with a discipline that is particularly linked to coordination  and teamwork; and Medaqua allows the sea, the Medes Islands and nautical activities to be incorporated into an event programme. There are also options that, without being strictly sporting, provide physical activity and an experiential component, such as the routes with Burricleta d ‘Ocitània, skydiving at Skydive Empuriabrava or the wind tunnel at Windoor.

Sport therefore acts as a platform, but also as a common thread to create MICE programmes with more intention. Inspire your next event with active experiences on the Costa Brava and in the Girona Pyrenees.