The capital triumphed over nine other nominated cities, including Barcelona, Berlin, Frankfurt, London, Milan, and Paris. This award, which celebrates excellence in the tourism industry, follows Madrid's recent success at the World MICE Awards 2026, where it was named the best incentive destination in the world and Europe.
Almudena Maíllo, the delegate councilor for Tourism, emphasized the award's significance, stating that it “positions Madrid as a European benchmark in business tourism, being the destination that has won this award, granted by industry professionals' votes, the most times.” Maíllo also acknowledged “the work of the sector, including hotels, venues, agencies, mobility, and all the professionals working to consolidate the city as a preferred destination for event organizers.”
The Madrid Convention Bureau (MCB), part of the Delegated Area of Tourism, fosters public-private collaboration to implement strategies that establish the city as a leader in the MICE industry (Meetings, Incentives, Conferences, and Exhibitions), focusing on social impact and positive legacy.
The capital aims to further enhance its accolades at the World Travel Awards 2026 global gala on December 12, competing against cities such as Buenos Aires, Dubai, Las Vegas, and Hong Kong. Voting for this grand final, where Madrid seeks to retain its title as the world's best meetings and conference tourism destination for the eighth consecutive time, remains open until October 30.
Business tourism is a key segment for Madrid, which hosted over 51,000 meetings in 2025, generating an economic impact exceeding 5.5 billion euros. The city accounts for 23% of the MICE industry's spending in Spain. Professional visitor satisfaction is very high, with 99% recommending the city for meetings and rating their experience 4.46 out of 5, highlighting its gastronomic, leisure, cultural, and shopping offerings.
