Madrid consolidates its position as a global urban destination at its 3rd T

Madrid consolidates its position as a global urban destination at its 3rd Tourism Forum

24-04-25

More than 550 professionals from the tourism sector met on Wednesday 24 April at the Palacio de Cibeles to attend the 3rd edition of the City of Madrid Tourism Forum, under the slogan ‘Keys to managing a global urban destination’. The conference, organised by Madrid City Council, was inaugurated by Mayor José Luis Martínez-Almeida and the Councillor for Tourism, Almudena Maíllo, who highlighted the strength of Madrid's tourism model and its ambition to continue to lead the way in quality urban tourism.

In his opening speech, the mayor underlined the city's role as an example of stability in an international context of uncertainty: ‘Madrid has established itself as a benchmark for stability in the field of tourism’, he declared, emphasising the importance of public-private collaboration and the active role of citizens as ambassadors of the city. He also reiterated the city council's commitment to a model of tourism that is sustainable, inclusive and generates wellbeing: ‘We want tourism that falls in love with Madrid, that respects our traditions and that generates wealth and wellbeing for all’.

The context in which this forum takes place could not be more favourable for the capital. According to the ‘Madrid Tourism Yearbook 2024’, recently presented, the city has closed the best tourism year in its history.

With more than 23.2 million overnight stays and international tourist expenditure exceeding 16,117 million euros - 21% more than in 2023 - Madrid has consolidated its position as a leading urban destination, on a par with the world's major capitals. The United States remains the main source market, followed by Italy and France, while China has experienced the highest year-on-year growth, with 74% more visitors than the previous year.

The holding of the Forum is part of the ambitious Strategic Tourism Plan 2024-2027 promoted by the City Council, which focuses on sustainability, innovation, decentralisation of the tourist flow and deseasonalisation.

A model that prioritises quality over quantity, focusing on the balanced distribution of visitors throughout the year and throughout the city, with specific campaigns for neighbourhoods such as Usera and Carabanchel. The initiatives ‘Ven a vivirlo’ and ‘Pasea Madrid’ are some examples of the effort to open up new routes to visitors and make Madrid a city to discover beyond the historic centre.

The Yearbook also highlights the growing importance of cultural, gastronomic and events tourism as pillars of Madrid's offer. In 2024, major concerts such as those of Taylor Swift, Karol G or Bruce Springsteen, together with festivals such as MadCool, generated a combined economic impact of more than 200 million euros. Meanwhile, meetings tourism continues to be one of the key drivers of the sector, with Madrid leading the ranking of congress and convention destinations worldwide for the sixth consecutive year, and capturing 24% of national spending in this segment.

The forum brought together national and international experts, who shared visions and strategies on how to effectively manage global urban destinations. Among the topics discussed were the digital transformation of tourism, the creation of tourism products adapted to new market demands, data intelligence applied to tourism management and the challenges arising from climate change.

In the words of Almudena Maíllo, ‘Madrid is at a unique moment of opportunity. We have shown that tourism can be a lever for positive transformation, contributing to the improvement of the environment, economic dynamism and social cohesion’. The councillor also stressed that last year's excellent results are not the result of chance, but of an ambitious tourism strategy, based on quality, institutional cooperation and constant innovation.

This year's edition has also served to reinforce Madrid's international projection as the global capital of urban tourism. Not in vain, the city has climbed to second place as the most attractive urban destination in the world according to Euromonitor, surpassing cities such as London and New York and only behind Paris. In addition, Madrid has been chosen as European Capital of Gastronomic Culture for the period 2024-2025 and is one of the five most valued cities in the world to enjoy sport, according to Burson Sport.

This forum has been a further demonstration that Madrid's tourism model is bearing fruit, combining great figures with a firm commitment to sustainability, visitor experience and improving the quality of life of residents. The city has made it clear that it is not content with being a successful tourist destination, but aspires to be a global reference model.

Madrid looks to the future with determination, building on its recent achievements and determined to continue attracting talent, investment and visitors who want to enjoy a vibrant, welcoming city that is increasingly connected to the world. The 3rd edition of the City of Madrid Tourism Forum was, without a doubt, a key event to reflect, share and build this future together.

To access the yearbook click here

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