On October 5, 2026, Almudena Maíllo, the Tourism Delegate for Madrid, emphasized the city’s commitment to utilizing artificial intelligence (AI) to enhance its quality tourism model. She made these remarks during the ‘Artificial Intelligence Applied to the Promotion and Positioning of Tourist Destinations’ event organized by the Spanish Federation of Municipalities and Provinces (FEMP), where she shared the stage with Margarita del Cid, the mayor of Torremolinos.

Maíllo explained that Madrid is in the process of developing a new digital tourism ecosystem designed to provide both users and AI assistants with official, relevant, and updated information about the city. This initiative will include a new website aimed at better understanding visitor interests and creating personalized promotional campaigns, reflecting the transformative impact of AI on traveler habits.

She noted that this technology will also enhance the visibility of various tourist areas in the city and promote the decentralization of visitor flows. Furthermore, Maíllo highlighted the importance of public-private collaboration, talent development, and establishing common standards for official tourism data to help municipalities adapt to the AI era.