Madrid Now Triumphs in Global Meetings Tourism, Secures Seventh Consecutive Award

Madrid has once again proven itself as a powerhouse in the global meetings industry by clinching the title of World’s Leading Meetings & Conference Destination. This prestigious accolade, awarded at the 32nd World Travel Awards held at the Exhibition World Bahrain Convention Center, marks the seventh consecutive year that Madrid has been honored with this title—making it the first city ever to achieve this milestone.

Historical Significance of the Award

Securing the World’s Leading Meetings & Conference Destination award for the seventh time is not just a testament to Madrid’s outstanding offerings; it breaks the previous record held by Las Vegas, which won the award six times. This historic achievement underscores the quality and diversity of Madrid’s meeting tourism products, emphasizing the city’s commitment to excellence in this sector.

Public-Private Collaboration Drives Success

A key factor in Madrid’s ongoing success is the robust collaboration between public and private sectors. The Madrid Convention Bureau (MCB), part of the Department of Tourism, effectively coordinates efforts across 240 companies—ranging from hotels and transport providers to event agencies and unique venues. This united front allows Madrid to cater to a wide array of international events, positioning the city as a preferred hub for business tourism.

In the last year, MCB has successfully organized 70 promotional activities and supported 187 conferences, alongside 31 corporate events. These coordinated efforts play a critical role in reinforcing Madrid’s reputation as a global leader in meetings tourism.

Economic Impact and Commitment to Sustainability

The impact of business tourism on Madrid’s economy cannot be overstated. According to Almudena Maíllo, the Councillor for Tourism, meetings tourism contributes over €5.5 billion to Madrid’s local economy, accounting for both direct and indirect effects. This economic boost creates jobs, attracts international visitors, and substantially benefits local hotels, restaurants, transportation networks, and various service providers.

Sustainability is also a core component of Madrid’s meetings tourism strategy. The city is committed to ensuring that the growth of its meetings sector aligns with environmentally friendly practices, which is increasingly important for organizations looking to minimize their ecological footprint during events.

Strong Results for 2025: Looking Forward to 2026

The year 2025 has been particularly fruitful for Madrid’s meetings tourism sector. The city hosted over 54,700 meetings, drawing approximately 2.58 million participants from around the globe. With the Madrid Convention Bureau executing promotional activities aimed at attracting new business events—ranging from trade fairs to familiarization trips—the city is well-positioned for future growth.

Plans for 2026 will capitalize on this momentum, focusing on promoting Madrid as a business tourism destination in key markets such as Latin America, North America, and Europe. The MCB aims to attract conferences, conventions, and incentive trips from strategically important sectors, including cybersecurity, fintech, healthcare, and big data.

Highlighting Madrid’s Competitive Edge

The recognition from the World Travel Awards is bolstered by Madrid’s strong position in the 2026 Global Meetings and Events Forecast by Amex GBT. Ranked as Europe’s second most attractive destination for event organizers, Madrid’s appeal is largely attributed to its solid infrastructure and the professionalism of its event services.

Offering a wide range of event facilities and support services, Madrid is equipped to host various events, from large-scale conventions to more intimate meetings. The city boasts modern venues and advanced technology, ensuring that every event runs seamlessly. Coupled with its vibrant cultural scene and world-class hospitality, Madrid provides an ideal blend of business and leisure for attendees.

Role of the Madrid Convention Bureau

The Madrid Convention Bureau is instrumental in shaping the city’s meetings tourism landscape. As a key entity within the Department of Tourism, it focuses on fostering synergies between public and private sectors to support the growth of meetings tourism. Through targeted partnerships, the MCB effectively promotes Madrid’s offerings to international decision-makers, securing high-profile conferences and events.

Furthermore, the MCB enhances Madrid’s appeal by providing tailored solutions for event organizers, assisting with everything from venue selection to logistics, which ensures events are executed effortlessly.

Strategic Focus for International and Regional Business Tourism

Madrid’s efforts to enhance its meetings tourism have successfully attracted international visitors, positioning the city as a year-round destination for business events. However, the potential for growth remains significant. The MCB’s strategic focus for 2026 includes increasing visibility in Latin American markets while fortifying relationships with organizations in North America and Europe.

By targeting specific industries such as fintech, cybersecurity, and healthcare, Madrid intends to establish itself as the go-to destination for specialized conferences and events, drawing thought leaders and professionals worldwide. This targeted approach is aligned with broader economic objectives, strengthening Madrid’s stature as a premier business tourism destination.

Madrid’s Bright Future as a Meetings Tourism Leader

Winning the World’s Leading Meetings & Conference Destination award for the seventh consecutive time reflects Madrid’s unwavering dedication to excellence in the meetings and conferences industry. The city’s exemplary public-private partnership model, focus on sustainability, and commitment to high-value industries position it for continued success.

With forward-thinking strategies and a flourishing meetings tourism sector, Madrid is set to host an increasing number of international events and visitors in the years to come, securing its place as a leading figure in the global meetings industry.