The award was granted through the voting of industry professionals at the Kotor gala. Madrid is now aiming to reclaim the world title in December.
According to merca2.es, Madrid has been chosen as the best European meeting and conference destination for the ninth consecutive year at the 33rd edition of the World Travel Awards. The gala took place over the weekend in Kotor, Montenegro, where the capital triumphed over ten other candidate cities.
The Councillor for Tourism, Almudena Maíllo, highlighted that this is the destination that has received this award the most times, awarded through votes from industry professionals. Among the cities it surpassed are Barcelona, Berlin, Frankfurt, London, Milano, and Paris.
This award adds to the recognitions from the previous week at the World MICE Awards 2026, where Madrid was named the best incentive destination in the world and Europe. Maíllo thanked the efforts of hotels, venues, agencies, and mobility services.
The public-private collaboration driven by the Madrid Convention Bureau (MCB), a department of the Delegated Area of Tourism, develops the action plan to position the city in the MICE industry. The social impact and legacy for Madrid are its strategic axes.
Madrid is nominated for the global gala of the World Travel Awards 2026, scheduled for December 12. It competes with Buenos Aires, Dubai, Las Vegas, and Hong Kong, aiming to reclaim the title of best global meeting and conference destination for the eighth consecutive time. Voting is open until October 30.
According to the Meeting Tourism Measurement Report for the city of Madrid, in 2025 the capital hosted over 51,000 meetings, including workshops, conventions, and conferences. This activity generated an economic impact exceeding 5.5 billion euros and accounted for 23% of MICE industry spending in Spain.
99% of professional travellers who participated in events would recommend Madrid for a meeting. The city's services received a rating of 4.46 out of five, with the best-rated aspects including the gastronomic, leisure, cultural, and shopping offerings.
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