- Madrid will be an international case study for the high-end travel network Virtuoso on high-impact sustainable tourism.
- The City Council is thus reinforcing the capital’s position as a leading European destination for high-impact, responsible and sustainable tourism.
- The initiative is part of the Tourism Department’s strategy for quality tourism that generates economic, cultural and social value for the city.
Madrid consolidates its international position as a leading destination for high-impact tourism following its designation as the European headquarters of Virtuoso, the leading global network for high-end tourism. This decision reinforces Madrid’s role as a strategic centre for quality, responsible and sustainable tourism and recognises the work carried out by the city in recent years in terms of quality, connectivity and excellence in the traveller experience.
The Councillor for Tourism, Almudena Maíllo, stressed that ‘the choice of Madrid as the European headquarters of Virtuoso confirms that our tourism model works’. For Maíllo, ‘quality, sustainability and high-impact experiences generate value for the city and for those who visit us,’ and she stressed that ‘Madrid is a destination ready to lead the tourism of the future, thanks to its cultural and gastronomic offerings, its lifestyle and its global connectivity.’
For his part, Brad Bourland, Chief Operating Officer of Virtuoso, emphasised ‘Madrid’s rich cultural heritage, its innovative approach to sustainability, its high standards of service and its strong connectivity with North America and Europe’, which have positioned it ‘as a first-class hub for high-impact international tourism’.
This milestone is the result of sustained collaboration with the city of Madrid, developed through a new strategic alliance initiated in 2022 following the official visit of the mayor, José Luis Martínez-Almeida, to New York. That visit and the meeting with Virtuoso CEO Matthew Upchurch marked a turning point in strengthening the relationship with the travel network, reinforced the city’s international profile and made Madrid the natural choice to host Virtuoso’s European headquarters.
With the relocation to Madrid of the managing director for continental Europe, Beatriz Sajón, Virtuoso will continue to drive strategic growth in the region, strengthening relationships with network members and partners, consolidating its positioning in different markets and advancing innovative solutions tailored to regional characteristics.
Madrid brings together international leaders in high-impact sustainable tourism
The capital will also host one of the sector’s leading international events, the Virtuoso Impact Summit 2026, which will be held from 24 to 27 February and will bring together around a hundred international leaders in sustainable tourism in Madrid. This event will combine strategic reflection sessions with experiences designed to highlight Madrid’s leadership in responsible, high added-value tourism.
After the meeting, the Delegated Area of Tourism and Virtuoso will present the conclusions of a joint study analysing high-impact tourism in the city, highlighting the contribution of this segment to economic growth, support for the cultural fabric and the consolidation of a responsible tourism model.
Source: Press TURISMO CIUDAD DE MADRID