Madrid Destino, leading tourism promotion efforts
The company Madrid Destino was established by Madrid City Council to manage and promote tourism across the city.
Its responsibilities include defining and implementing Madrid’s international brand positioning and city narrative strategy; undertaking actions aimed at both leisure visitors and professional sectors (meetings, conferences, major events, film shoots and audiovisual productions); fostering public-private partnership to maximise the industry’s competitiveness; and spearheading sustainability and innovation projects in line with the capital’s Strategic Tourism Plan.
Divisions and offices within the Department of Tourism
- Visitor Experience
Committed to delivering a superb destination experience for tourists, this office is distinguished by friendliness, inclusivity and respect for the environment. In addition to managing Madrid’s network of tourist information points and the Faro de Moncloa observation deck, it promotes the digitalisation of face-to-face assistance through tools like VideoAtención360. It also provides key services such as the Madrid City Card for visitors and the Official Madrid Shop. Working closely with partners, the office highlights the dedication of the capital’s tourism sector by recognising excellence among its professionals. It develops initiatives to ensure accessible and inclusive tourist experiences for all, while driving projects which help to achieve a more sustainable tourism model.
- Madrid Convention Bureau
This specialised office, established over 40 years ago, is affiliated with more than 220 tourism companies and promotes Madrid as a MICE destination with a strategy centred on social and environmental sustainability. It attracts international meetings and positions the city as a venue for professional gatherings and events. Madrid Convention Bureau provides organisers with tools to help maximise the positive impact of their meetings in the city and maintains active engagement with the sector’s leading international associations.
- Travel Trade & Connectivity
This agency promotes the city as a leisure tourism destination, firmly committed to sustainable, quality tourism and public-private partnership. It works to build stronger professional relationships with the sector’s various stakeholders and strives to improve the destination’s connectivity.
- Madrid Unique Destination
Launched in 2024 with support from NextGenerationEU funds, Madrid Unique Destination is a high-impact product club designed to develop sustainable, diverse and high-quality tourism offerings. The initiative focuses on creating specialised experiences tailored to both domestic and international luxury travel markets.
- Madrid Film Office
The film commission run by Madrid City Council seeks to promote the Spanish capital as a filming location and production hub, stimulating the growth of the city’s audiovisual sector. Madrid Film Office works to boost the economic development of Madrid and raise its international profile, enhancing its appeal among residents, professionals and tourists alike.
- Marketing Division
This division encompasses the following subdivisions and offices: Strategic Marketing, City Marketing & Public Relations and the Tourism Intelligence Centre (CIT).
Strategic Marketing
This subdivision is responsible for improving the visibility and position of the city of Madrid’s brand and narrative as a tourist destination. It carries out this mission through digital and offline marketing campaigns, as well as communication efforts on social media and in international media outlets. It also develops strategic projects focused on innovation and digitalisation, such as VisitMadridGPT.
City Marketing & Public Relations
This subdivision works to stimulate the various segments of Madrid’s tourism products and services with the aim of enhancing the overall visitor experience. It also provides support for major events held in the city to consolidate Madrid’s brand as part of a sustainable tourism model.
Tourism Intelligence Centre (CIT)
This platform combines the capital’s key tourism indicators—collected by analysing data from a range of public and private sources—with its own in-depth knowledge of the sector to assess the impact of tourism on the city. It provides accurate, up-to-date information which facilitates strategic decision-making for destination management and industry professionals. One of its most valuable tools is the Annual Tourism Report.