Madrid has been named the best incentive destination in the world and Europe at the World MICE Awards 2026, held recently in Jamaica. This marks the first time the capital has been recognised as a leader in the organisation of professional events, surpassing other contenders such as Los Angeles, Singapore, Copenhagen, Barcelona, Berlin, and Rome.
The award highlights Madrid's values of innovation, competitiveness, creativity, social and environmental sustainability, and collaboration between public bodies and the private sector, all contributing to its status as a leading destination for meetings tourism.
The Madrid Convention Bureau (MCB), part of the city’s tourism department, facilitates this cooperation alongside its 225 associated companies, which represent all business sectors involved in the industry. This latest accolade underscores the confidence that professionals in the business tourism sector have in Madrid's ability to deliver unique and impactful experiences, particularly in the incentive travel segment.
Madrid continues to enhance its international reputation as a venue for a wide range of events, from major sporting competitions like the Spanish Grand Prix of Formula 1 to global congresses such as the European Society for Medical Oncology (ESMO) conference, scheduled for 23-27 October, which is expected to attract 37,000 delegates.
The city has previously received recognition at the World MICE Awards, winning the title of best European MICE destination in 2020, 2021, and 2022. Additionally, Madrid is nominated for the title of best meetings and congress destination in the World Travel Awards 2026, the most prestigious awards in the international tourism industry. Remarkably, Madrid is the only destination to have won this award seven times consecutively at the global level.
Voting for the World Travel Awards is open until 30 October. Madrid is also competing in the European edition of this category, where it has achieved eight consecutive victories and aims to reaffirm its leadership for a ninth time. The awards ceremony will take place on 17 October in Kotor, Montenegro.
