tourism

Madrid consolidates its position as a high-impact tourism destination

  • With an online reputation index of 85.6 percent, it is the fourth best-rated city in Europe, beating Barcelona, Paris, Milan and London.
  • More than 94 percent of international tourists travel to Madrid by plane.
  • Forward_MAD by Kleber Group will bring together the luxury tourism ecosystem from November 28th to November 30th in Madrid.

Madrid is consolidating its position as one of Europe’s favourite tourist destinations, particularly for high-impact travellers.

In this year’s third quarter Global Review Index (GRI) report produced by the hotel customer experience platform Shiji Review Pro, the Spanish capital ranked as the fourth European city with an online reputation index of 85.6 percent, 0.8 percentage points above the European average and 0.4 percentage points higher than the score obtained in the second quarter of this year. Madrid’s mark is above the reputation index of Barcelona (83.8 per cent), Paris (82.7 per cent), Milan (81.2 per cent) and London (78.5 per cent), other favourite destinations for luxury tourists.

By category of properties, four-star hotels in the Spanish capital have an online reputation index of 87.6 percent, while five-star hotels have an online reputation index of 90.7 percent.

On the other hand, Mabrian Technologies, a tourism intelligence services company and another partner of Forward_by Kleber Group’s Travel Trends Radar observatory, highlights Madrid’s flight connectivity with the main source markets for high-impact tourists, such as China, with a 500 percent increase in capacity compared to 2022, South Korea (100 percent more), the United States (17 percent more), the United Arab Emirates (16 percent more) and Qatar, from where flight capacity has grown by five percent in 2023. The data published by Frontur reveal that air travel is the main means of transport for international travellers visiting Madrid: from January to September 2023, more than 94 percent of the 5.74 million international tourists arrived at Madrid by plane. The growth of the luxury segment’s interest in Madrid is also reflected in the city’s hotel offers. According to Madrid Destino, 61.11 percent of Madrid’s hotels are four- and five-star hotels, which offer more than 58,600 beds, or 76.7 percent of the hotel beds in the Spanish capital. More than 3.5 million travellers stayed in these properties from January to September 2023, 6.6 percent more than in the same period in 2022.

Tourism is one of the most important economic sectors in the Madrid region, which expects the industry’s GDP to reach 21,693 million euros in 2023, 17.9 percent more than last year and 7.9 percent of the region’s total GDP.

Forward_MAD by Kleber Group, a catalyst for high-impact tourism

In this context, the third edition of Forward_MAD by Kleber Group will take place from today to November 30th at Condeduque Contemporary Culture Center in Madrid with the support of the Madrid regional government and City Council. The event will bring together professionals from the tourism sector, along with experts in the luxury industry and associated companies, with the aim of expanding and consolidating Madrid’s high-impact tourism ecosystem. The sessions will discuss and analyse the luxury sector from its different facets: the consumption trends of high-impact tourists, the air travel and hotel sectors, crafts and trades in the region, urban tourism, hotel investments, tourism services, shopping tourism and fashion. More than 40 speakers have confirmed their participation in Forward_MAD by Kleber Group, among them are the following:

  • Luis Martín, Managing Director at the Tourism Board in the Madrid region.
  • Héctor Coronel, Managing Director, Tourism Board at Madrid City Council.
  • María Ángeles Rubio, Director VIP, Premium & Corporate Services at AENA.
  • Giles Selves, SVP Luxury Hotels Europe, Minor Hotels.
  • Florencia Cueto, Director of Go-to-Market Strategy at Shiji Review Pro.
  • José Ignacio Sánchez, Hospitality & Leisure Director at BRAINTRUST.
  • Yuriy Horovyy, Founder and CEO at Almont Travel.
  • Lourdes Carbó, Founder and CEO at Alberta La Grup
  • Eymerich Segard, CEO at Lunajets.
  • Catarina Santos Cunha, Councillor for Tourism and Internationalization at Camara Municipal do Porto.
  • Nils Behrens, Chief Marketing Officer at Lanserhof Group.
  • Francisco Carvalheira, General Secretary at Laurel Portuguese Association of Excellence Brands.
  • Markus Mueller, Managing Director at GauVendi.

During the conference, there will be space for attendees and speakers to expand their network of contacts and strengthen ties, as one of the objectives of Forward_MAD by Kleber Group is the cohesion and consolidation of all the players in Madrid’s high-impact tourism ecosystem.

More information about the programme and speakers

About Forward_

Forward_ is an international event that is part of the Kleber Group. Its objective is to initiate a debate on the relevance of luxury and high-impact tourism, as well as to align all public and private actors to promote this segment and the development of a sustainable tourism model. Luxury tourism has a greater economic impact on the destinations as it brings in more revenues and tourists stay longer.

About Kleber Group

Kleber Group is an international communications, marketing, PR, and customer experience consultancy with more than 30 years of experience in the travel, luxury, and lifestyle industry. Its headquarters are in Frankfurt, and it has also offices in Munich, Spain (OX), Switzerland and Romania. Its product portfolio includes strategic consulting, communication, and PR in the fields of tourism and lifestyle, marketing, and representation of companies in these sectors, MICE and corporate travel, customer experience and digital marketing or sustainability and ESG for the travel industry.

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