The city of Madrid has been named the world’s and Europe’s best incentive destination at the 2026 World MICE Awards, held in Jamaica last 12th October. These international awards, which recognise excellence in business tourism, have for the first time placed the capital at the forefront of organising such professional events, ahead of other candidate cities such as Los Angeles, Singapore, Copenhagen, Barcelona, Berlin and Rome.
The award recognises the values of innovation, competitiveness, creativity, social and environmental sustainability, and collaboration between public bodies and the private sector in making Madrid a leading destination for business tourism. The Madrid Convention Bureau (MCB), the specialist department within the Delegate Area for Tourism, coordinates this cooperation alongside its 225 member companies, which represent all the business sectors involved in this industry.
This latest accolade highlights the confidence that professionals in the business tourism sector have in Madrid and in its ability to offer unique, original experiences that have a positive impact in a segment such as incentive travel. The capital is thus continuing to enhance its international reputation as a destination for all kinds of events, from major sporting competitions such as the Spanish Formula 1 Grand Prix to world-class congresses such as that of the European Society for Medical Oncology (ESMO), which will take place from 23 to 27 October and bring together 37,000 delegates.
Madrid has previously been recognised at the World MICE Awards, winning the award for Best European MICE Destination in 2020, 2021 and 2022.
Madrid’s nominations at the World Travel Awards
Meanwhile, the city of Madrid has been nominated as the world’s best meetings and conferences destination in the grand final of the 2026 World Travel Awards, the most prestigious awards in the international tourism industry. Madrid is the only destination to have won this award seven times in a row at a global level. Voting is open until 30 October.
