Public-private entities join forces to launch Madrid Turismo by IFEMA, a powerful public-private venture aiming to position the region as a world class tourism destination

During the celebration of the International Tourism Trade Fair (FITUR), Madrid Turismo by IFEMA Madrid celebrated its public premiere. To mark the occasion the President of the Community of Madrid, Isabel Díaz Ayuso, the Mayor of Madrid, José Luis Martínez-Almeida and the Chairman of the Executive Committee of IFEMA Madrid, José Vicente de los Mozos, have joined the Experts in Tourism Panel for the Regin of Madrid on a group photo that gathered more than 15 entities, associations and companies that are key representatives of the tourism industry of Madrid.

Madrid Turismo by IFEMA Madrid is public-private venture created by the Community of Madrid, the Townhall of Madrid and IFEMA Madrid to improve Madrid’s positioning within the main long-haul inbound markets. It is managed by the Experts in Tourism Panel whose members are the main tourism associations in Madrid: Corporate Association for Hotels in Madrid (AEHM), Madrid Confederation of Employers and Industries (CEIM) and the Travel Agents Federation of Madid (FETAVE), Hostelería Madrid and the Professional Congress Organization of Madrid (OPC Madrid). These associations designated the companies that will represent them in the Panel. These are: Acotex, El Corral de la Morería, El Corte Inglés, Four Seasons, Iberia, Marriot Auditorium, Meliá, NH Hotels y The Madrid Edition - and will be joined by representatives of the Community of Madrid, The Townhall of Madrid and IFEMA Madrid.

A project for the future

Madrid Turismo by IFEMA Madrid was created on January 2022 with the signage of the Agreement made the Community of Madrid, the Townhall of Madrid and IFEMA Madrid allocating a total budget of 38.400.000 euros aimed to promote the Region through activities that will take place in specific markets until December 2024. The goal is to position Madrid as a world class destination – the best cultural destination in the world and a consolidated luxury and lifestyle brand with its unique lifestyle as the value proposal that will make it different from its competitors.

The commitment and willingness from all involved parties have led to the approval of the first roadmap activities appointed with a 15-million-euro budget. The first campaigns will launch during February in the US, Canada, Japan and the Republic of Korea. These will include branded content, push advertising, co-marketing with payment brands and influencer marketing activities, as well as continuous relationship building efforts with the media and key stakeholders that will strengthen the awareness and visibility of Madrid as a destination. From March a similar approach will be launched in Latin America, the Middle East and Southeast Asia, going along with a large digital campaign in the US and Canada.

Furthermore, the Experts in Tourism Panel for the Region of Madrid will also celebrate a series of theme panels to develop new proposals and implement parallel actions regarding connectivity and promotion in other markets of interest throughout 2023 and 2024.

The main goal of Madrid Turismo by IFEMA Madrid is to achieve an efficient coordination in the international tourism promotion with a comprehensive approach that stimulates an effective public-private collaboration. This facilitates strategic and aligned planning stablishing channels in a joint effort amongst different allies, the optimization of public resources and integrated sustainable management of the destination Madrid with the main goal of strengthening its positioning as an international tourism destination.

Experts in Tourism Panel for the Region of Madrid

The members of the Panel are: César Gutiérrez Calvo, President of the Travel Agents Federation of Madid (FETAVE); Gabriel García Alonso, President of the Corporate Association for Hotels in Madrid (AEHM); Mar de Miguel, Vice-president of AEHM; Hugo Rovira, Regional Managing Director for the South of Spain at NH Hotels; Adrian Messerli, Regional Vice-president and General Manager of Four Seasons Madrid; Michel Notten, General Manager for The Madrid Edition Hotel; Juan Cierco Jiménez de Parga, Corporate Director of Iberia; Javier Fernández Andrino, Chief International Retail & Luxury Officer of El Corte Inglés; Miguel Garrido, President of the Madrid Confederation of Employers and Industries (CEIM); José Antonio Aparicio, President of Hostelería de Madrid; Juan José Blardony, General Manager of Hostelería de Madrid; Juan Manuel del Rey, President of the Association of Flamenco Tablaos of Madrid; Eduardo Zamácola, President of the Spanish Association of Textile, Accessories and Leather Trade (ACOTEX); David Abreu, President of Professional Congress Organization of Madrid (OPC Madrid); Juan Pablo Hernanz, Director of Sales of Marriott Auditorium Hotel; Alfonso del Poyo, Regional Vice-president for Spain & Latin America. From the public sector the members are Daniel Martínez, Deputy Regional Minister of Culture and Tourism of the Community of Madrid; Luis Martín Izquierdo, General Director of Tourism of the Community of Madrid; Almudena Maíllo, Tourism Councilor of the Townhall of Madrid; Héctor Coronel, Director of Tourism of the Town hall of Madrid; Juan Arrizabalaga, Managing Director of IFEMA MADRID, and Yolanda Perdomo, Director of Madrid Turismo by IFEMA MADRID.

Photo captions:

Front row, from left to right. : Mar de Miguel, Executive Vice-President of the Madrid Hotel Business Association (AEHM); Gabriel García Alonso, President of AEHM; Juan Arrizabalaga, Managing Director  of IFEMA MADRID; Almudena Maíllo, Councillor for Tourism, Madrid City Council; Marta Rivera de la Cruz, Regional Minister of Culture, Tourism and Sport of the Community of Madrid; José Luis Martínez-Almeida, Mayor of Madrid; Isabel Díaz Ayuso, President of the Community of Madrid; José Vicente de los Mozos, Chairman of the Executive Committee of IFEMA MADRID; Andrea Levy, Delegate Councillor for Culture, Tourism and Sport of Madrid City Council; Daniel Martínez, Deputy Regional Minister for Culture and Tourism of the Community of Madrid; Yolanda Perdomo, Director of Madrid Turismo by IFEMA Madrid; Miguel Garrido, President of the Madrid-CEOE Business Confederation (CEIM); Ángel Asensio, President of the Madrid Chamber of Commerce, Industry and Services; José Antonio Aparicio, President of the Madrid Hotel and Catering Industry; Juan Cierco Jiménez de Parga, Corporate Director of IBERIA.

Second row, from left to right. : Juan José Blardony, General Director of Madrid Hotels and Catering; José Luis Méndez, Co-President of FEMAV; César Gutiérrez Calvo, President of the Madrid Federation of Travel Agencies (FEMAV); David Abreu, President of the Professional Congress Organisation of Madrid (OPC Madrid); Juan Manuel Lominchar, Sales Manager of Marriott Auditorium Hotel; Alfonso del Poyo, Vice President Spain & Latam for Meliá Hotels International; Luis Martín Izquierdo, General Director of Tourism of the Community of Madrid; Juan Manuel del Rey, President of the Association of Tablaos Flamencos de Madrid; Hugo Rovira, General Manager for Southern Europe of NH Hotels; Javier Fernández Andrino, Chief International Retail & Luxury Officer El Corte Inglés Department Store Ghk; Fernando Biel, Director of Marketing and Business Development of the National Association of Textile, Accessories and Leather Trade (ACOTEX); Héctor Coronel, Director of Tourism of Madrid City Council; Isabel Santamarta, Vice-President of FEMAV; Michel Notten, Director of The Madrid Edition Hotel; and Laura Martínez Cerro, Advisor to the Vice-Ministry of Culture, Tourism and Sport of the Community of Madrid.