Ibiza, once a hippy hideaway popular with youngsters and families for its laid-back vibe, is attempting to reinvent itself as a corporate hotspot.
The Spanish island has just opened its own Convention Bureau to try to increase its share of meetings, incentives, conventions and events (MICE).
Ibiza Tourism Board said as soon as it unveiled its plans at EIBTM in Barcelona, it received a boom in enquiries from MICE organisers.
Targeting the corporate market is part of the Ibiza Government's commitment to diversify the island's tourism product and extend the summer season into April, May, September and October.
Nike, Swarovski and Volkswagen have already held meetings and product launches on the island.
By Linsey McNeill
Wednesday, December 21, 2011