Madrid Destino Tourism Department
Via its Tourism Department, Madrid Destino is responsible for managing and promoting tourism in the city of Madrid. This task of promoting the capital, increasing its footprint and providing tourist information is undertaken at both the national and international level, and encompasses the following activities:
• Designing and planning strategic lines of action for tourism in the city of Madrid, as well as measures to foster and improve Madrid’s tourism sector through promotion at the national and international level and assistance to tourists in the destination of Madrid, operating on its own and in collaboration with other bodies and institutions run by Madrid City Council.
• Promoting an active presence for the city of Madrid in national and international tourism markets, facilitating coordination of sectors with an interest in the development of tourism in the capital.
• Promoting the city of Madrid as a business tourism destination, with a particular focus on showcasing it as a venue for congresses, conventions and other national and international meetings. To achieve this end, Madrid Destino boasts a specialised body: Madrid Convention Bureau (MCB).
• Participating in national and international fairs to promote the city of Madrid as a tourist destination.
• Providing all sorts of services related to assistance and information for tourists in the city of Madrid, including management of the capital’s network of Tourist Information Centres and Points: one tourist information centre in Plaza Mayor and nine tourist information points located in the areas with the largest flow of visitors, supplemented by a mobile unit and the Foreign Tourist Assistance Service (SATE).
• Providing an array of services related to promoting and increasing awareness of the city of Madrid, its image and its national and international footprint.
• Developing, managing and operating the city of Madrid’s official tourism website: esMADRID.com.
• Strengthening resources, goods and services that broaden and expand the range of local tourism options, operating on its own and via public-private collaboration through product clubs.
• Fostering and developing actions that promote loyalty among visitors to the city of Madrid, through initiatives launched by Madrid Destino itself and through cooperation with public administrations and other public or private entities.
• Designing and producing promotional and informational material designed to publicise the city of Madrid’s tourism resources, goods and services. This includes management and exploitation of the intellectual property rights over said material.
• Promoting the city of Madrid’s presence in national and foreign media outlets, ensuring the development of a strategy that enables a positive and attractive image of the city to reach professionals and potential visitors to Madrid.
The Madrid Destino Tourism Department performs all of these tasks through four large specialised departments: Travel Trade, Madrid Convention Bureau, Tourism Advertising and Marketing, and Tourist Assistance and Information.
Travel Trade: promotion of leisure tourism
The core aim of the Travel Trade (Tourism Promotion) department is to maintain and strengthen professional relations with the different actors in the tourism sector, as well as to enhance Madrid’s presence in emerging markets and through new flight connections.
Madrid Convention Bureau: promotion of business tourism
The Madrid Convention Bureau department is responsible for promoting Madrid as an ideal destination for all sorts of meetings, from congresses and conventions to incentive trips, as well as for proactively recruiting such meetings. It also acts as the sole liaison between companies and bodies linked to Madrid’s MICE industry and any company or body interested in organising a meeting in the city.
Tourism Advertising and Marketing
This department provides support for the city’s events and for connectivity agreements concerning new routes to and from Madrid. It also undertakes co-marketing campaigns with tour operators to incentivise the creation of products and promotion of the capital.
Tourist Assistance and Information
Management of the capital’s Tourist Assistance and Information Services (SAIT) falls under the purview of this department, which is also responsible for guided tours and for the Tourism Intelligence Centre (CIT), which specialises in compiling statistical reports. Its main aims are to offer services with the highest possible level of quality and to improve tourists’ experience in the destination of Madrid.