How does a capital city end up taking a back seat in its own country? Given Barcelona’s
runaway success in the European meetings and incentive markets, you could be forgiven
for thinking that Madrid has experienced a psychological demotion and is suffering from
something of an identity crisis.
Carolina Garcia-Sicilia, vice-president of PCO Tilesa, agrees and puts the blame at top
level. “No-one outside of Madrid appreciates its benefits – all they know about the city is the
Prado Museum,” she says. “The government does not like to show off what we have here.”
What they have there is a less cosmopolitan but defiantly Spanish city, one that has
culture, architecture, infrastructure and a 24-hour lifestyle to match its Catalan counterpart, as Garcia-Sicilia confirms:
“Madrid is in the centre of the country, access is remarkably good, the airport is easy to get
to and the city is always ‘open’ and very busy.”
COMMERCIAL RELATIONSHIPS
Madrid Tourist Board general operations manager, Ruben de la Fuente, explains the current thinking behind promoting the city.
“We are trying to establish a commercial relationship with foreign companies,” he says.
“All our promotional activity impacts on the development of the MICE market.”
Familiarisation trips and a presence at major exhibitions have been the main promotional
tools in recent years, with some success.
According to the latest figures from the Madrid Convention Bureau, there was an overall increase in meetings and incentive trips of nine per cent between 2003 and 2005,
and an increase of 52 per cent for congresses over the same period.
BIG ADVANTAGES
De la Fuente believes that the capital has many advantages over other Spanish cities, in
terms of location and access, and also points to the capital’s superior infrastructure and
accommodation options. In terms of hotel rooms, of the 80,000 available, more than
28,000 are in the four-to-five-star bracket.
Belen Garcia-Moliner de Lara, manager of DMC Olé Events, also argues there is a strong
incentive appeal: “Madrid is beautiful and has much more diversity in its architecture,
plus it is much more of a ‘Spanish’ city.”
This brand of authenticity is starting to make inroads with incentive planners.
Victor Harari is managing director of investment company Bond Consultancy. He
was impressed by Madrid on his incentive trip in 2006, organised by local specialists
Corporate Escapades, whose clients last year also included ING Bank and KPMG.
“It’s a beautiful city and offers good value for money,” he says, adding that Madrid would
definitely be on the shortlist in the future.
NEW BREED
This take-up is being reflected in a fashionable new breed of meeting facilities opening up
across Madrid. At the forefront is the Reina Sofia Museum, which, since September, has
boasted a newly built futuristic extension with auditoria and meeting rooms.
The chance to share the A-list lifestyle of the footballing ‘galacticos’ is reflected in new
properties such as the ME Hotel, a completely new concept for the Sol Melia group. The Versace-clad lobby staff opened its doors last year to reveal a cutting-edge boutique hotel that enjoys the infrastructure and support of a huge international chain, with facilities to match.
Coupled with this are developments in traditional, large-scale spaces – the facilities
owned by Madrid Espacios y Congresos, and the trade-show venue IFEMA will be augmented by the opening of the new ICC.
The traditional rivalry with Barcelona may continue, but it at least means that Madrid is
investing wisely in its future.
