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

Published on December 18, 2025

Madrid has managed to clinch the title of World’s Leading Meetings & Conference Destination yet again, this being the seventh consecutive title that the Spanish capital has managed to bag. This is indeed one of the most prestigious awards that Madrid has managed to win, which took place as part of the 32nd World Travel Awards at the Exhibition World Bahrain Convention Center. Madrid managed to beat off stiff competition from other major destinations such as Singapore, Paris, Las Vegas, Sydney, Dubai, and Seoul.

Madrid’s success is a historic achievement, as it is the first city to have obtained the award a seventh time, beating the record previously held by Las Vegas, which had won the award six times. The success recognizes the quality of Madrid’s meeting tourism products.

Public-Private Collaboration Drives Madrid’s Success in Meetings Tourism

A key factor in Madrid’s ongoing success in the meetings and conference sector is the strong public-private collaboration that underpins its efforts. The city’s tourism initiatives are coordinated through the Madrid Convention Bureau (MCB), the Department of Tourism’s dedicated division for meetings tourism. This collaboration brings together 240 companies from all sectors involved in the industry, from hotels and transport providers to event agencies and unique venues.

The coordinated efforts of MCB and the local government have allowed Madrid to cater to a diverse range of international events, positioning the city as an attractive hub for business tourism. Over the past year, the MCB has organized 70 promotional activities and supported 187 conferences and 31 corporate events, further reinforcing Madrid’s role as a global leader in this space.

Economic Impact and Sustainability in Meetings Tourism

Business tourism in Madrid generates significant economic benefits. According to the Councillor for Tourism, Almudena Maíllo, meetings tourism contributes over €5.5 billion to the local economy when considering both direct and indirect impact. This economic boost is vital for Madrid, as it creates jobs, attracts international visitors, and generates substantial income for the city’s hotels, restaurants, transportation networks, and various service providers.

In addition to the economic impact, sustainability is a guiding principle for Madrid’s meetings tourism strategy. The city is committed to reducing the environmental footprint of large-scale events, ensuring that growth in the meetings sector is aligned with sustainable practices. This focus on sustainability has made Madrid an increasingly attractive destination for companies and organizations looking to host events with a minimal environmental impact.

Strong Results for 2025 and Future Growth Plans for 2026

Madrid’s meetings tourism sector has had a strong year in 2025, with projections to close the year on a high note. The city hosted over 54,700 meetings in 2024, drawing 2.58 million participants from around the globe. In 2025, the MCB’s promotional efforts continued to yield positive results, with the organization successfully executing 70 activities aimed at attracting new business events, including trade fairs, exhibitions, familiarization trips, and representation visits.

In 2026, Madrid will continue to build on this momentum with a strategic action plan that focuses on promoting the city as a business tourism destination in key markets like Latin America, North America, and Europe. The promotional campaign will seek to attract conferences, conventions, and incentive trips from sectors strategically important to the city’s growth, including cybersecurity, fintech, healthcare, and big data. Madrid’s emphasis on these industries aligns with its broader economic development goals and supports its position as a hub for innovation and cutting-edge industries.

Highlighting Madrid’s Position in the Global Meetings and Events Industry

The recognition from the World Travel Awards comes alongside strong positioning in the 2026 Global Meetings and Events Forecast by Amex GBT, where Madrid is ranked as Europe’s second most attractive destination for event organizers. This ranking underscores the city’s appeal as a top destination for international conferences and corporate gatherings, reflecting both its infrastructure and the professionalism of its event services.

Madrid’s ability to offer a broad range of event facilities and support services is a major advantage in attracting high-profile events. Whether hosting large-scale conventions or more intimate meetings, the city boasts modern venues, cutting-edge technology, and an extensive network of service providers that ensure events run smoothly and efficiently. The city’s vibrant cultural scene and world-class hospitality also make it an attractive location for attendees, providing a perfect balance of work and leisure.

The Role of Madrid Convention Bureau in Shaping the City’s Meetings Tourism Landscape

The Madrid Convention Bureau plays a central role in attracting business tourism to the city. As a key entity within the Department of Tourism, the MCB has a dedicated focus on creating synergies between public and private sectors to support the growth of meetings tourism. Through partnerships with key industry stakeholders, the MCB promotes Madrid’s offerings to international decision-makers, helping to secure high-profile conferences and corporate events.

In addition to its promotional activities, the MCB works to enhance Madrid’s appeal by offering tailored solutions for event organizers. From assisting with venue selection to providing local expertise and facilitating logistics, the Bureau ensures that event organizers receive comprehensive support throughout the planning and execution phases of their events.

Madrid’s Strategy to Foster International and Regional Business Tourism

The city’s efforts to increase its meetings tourism have paid off by attracting international visitors and promoting the city as a year-round destination for business events. However, there is still room for growth. Madrid’s strategic focus for 2026 will be to increase its visibility in Latin American markets and continue to strengthen its relationships with organizations in North America and Europe.

The MCB is also keen to foster the development of new business sectors in Madrid, creating new opportunities for collaboration. By targeting specific industries such as fintech, cybersecurity, and healthcare, Madrid aims to position itself as the ideal destination for specialized conferences and events, attracting thought leaders and professionals from across the globe. This targeted approach will support Madrid’s broader economic objectives while reinforcing its status as a top-tier business tourism destination.

Madrid’s Bright Future as a Meetings Tourism Leader

The seventh consecutive win in a row as the World’s Leading Meetings & Conference Destination is a feat that Madrid has accomplished, showing the city’s dedication to being the best in the meetings and conferences industry. With a public and private partnership model that is excellent, the aspect of sustainability, and the increasing focus on a high-value industry, Madrid is poised to be a leading figure in the world’s meetings industry. With time and the increasing conferences and business events the city is going to experience, Madrid will be one of the world’s leading business travel destinations.

The strategic actions planned for 2026 reflect Madrid’s commitment to its position as a key player in the international business tourism market and its passion for organizing high-quality events and experience offerings. Madrid is poised to register further success with its flourishing meetings tourism industry and is bound to host even more events and visitors in the coming years.