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TAT puts best foot forward at FITUR 2026 in Madrid
The Tourism Authority of Thailand (TAT) brought a delegation of Thai tourism operators to the recently concluded Feria Internacional de Turismo (FITUR) 2026 in Madrid, Spain. Throughout the event’s run from 21st to 25th January, TAT advanced its strategy to drive quality leisure growth across Spain and Latin America, reinforcing a value-led approach to long-haul market development. A total of 26 Thai operators from seven provinces participated as sellers, including hotel and resort operators, destination management companies, and airlines, representing Chiang Mai, Sukhothai, Bangkok, Pathum Thani, Surat Thani (Ko Samui), Phuket, and Krabi. According to TAT governor Thapanee Kiatphaibool: “Spain and Latin America are important long-haul markets with strong growth potential for Thailand. Our participation in FITUR 2026 reflects TAT’s clear focus on quality leisure travel, with wellness, culture, and meaningful experiences at its core. Through close collaboration with Thai operators and international partners, TAT is strengthening Thailand’s position as a destination where travel delivers lasting value and genuine renewal.” TAT’s engagement at FITUR 2026 sought to generate at least 780 business appointments, with projected tourism revenue exceeding 745 million Baht. The initiative further supports TAT’s objective to achieve a new high record of 250,000 Spanish visitors to Thailand in 2026, alongside continued joint marketing and promotional activities with international partners. Healing is the New Luxury takes the spotlight Thailand’s market positioning at FITUR 2026 was guided by the global marketing concept Healing is the New Luxury, highlighting health and wellness tourism alongside cultural experiences. The positioning reframed luxury as time, balance, and meaningful moments, aligning with travel demand in Spain and Latin America, where travellers increasingly prioritise quality, depth, and purpose-driven journeys. The Thailand pavilion featured live demonstrations and cultural showcases designed to reflect this positioning. Visitors sampled Thai flavours in the form of miang kham cocktail and Thai herbal cocktail demonstrations using locally sourced ingredients, alongside cultural performances including southern Manorah dance, Isan folk dance, and traditional choreography. Exhibitions honouring Her Majesty Queen Sirikit, The Queen Mother included Thai national costume displays and a Khon performance, presenting Thailand’s living cultural heritage to international audiences. TAT also hosted an Amazing Thailand Networking Lunch for media representatives from Spain and Latin America to present Thailand’s tourism direction for 2026. The programme featured Spanish influencer Carla Royo-Villanova who shared her travel experiences in Thailand to support broader destination visibility, alongside discussions on future collaboration, including opportunities to enhance air connectivity between Spain and Thailand.
WTTC opens new global office in Madrid
The World Travel & Tourism Council (WTTC) has signed a Memorandum of Understanding with Spain’s Ministry of Industry and Tourism and the Madrid City Council to officially open its new Global Office in Madrid. This strategic relocation aims to establish Madrid as the world capital of tourism governance, supported by the Spanish government. The agreement was signed by Gloria Guevara Manzo, President and CEO of WTTC; Spain’s Minister of Industry and Tourism, Jordi Hereu Boher; and the Mayor of Madrid, José Luis Martínez-Almeida. Madrid was chosen after a thorough evaluation of proposals from several countries, with considerations including office facilities, tax environment, and visa facilitation. The establishment of the WTTC Global Office in Madrid is expected to generate significant value for its members and enhance the sector’s growth potential. It also marks a new era of public-private collaboration, strengthening ties with international tourism organisations such as UN Tourism. Gloria Guevara Manzo expressed enthusiasm for the move, stating, “We are excited about the relocation of the WTTC Global Office to the city of Madrid, a great city with strong competitive advantages that will enable Spain to become the world capital of tourism governance.” Spain’s Minister of Industry and Tourism, Jordi Hereu Boher, highlighted the collaboration between the government and WTTC, whilst Madrid Mayor José Luis Martínez-Almeida noted the confidence the city inspires among international tourism institutions. The WTTC, representing the private sector of the travel and tourism industry, will now define the global private-sector agenda from Madrid. In 2025, the sector contributed $11.7 trillion to the global economy, generating 371 million jobs worldwide. ```
WTTC selects Madrid for new Global Office
Panoramic aerial view of landmark buildings on Gran Via, the famous shopping street in Madrid, capital and largest city in Spain, Europe. The World Travel & Tourism Council (WTTC) has announced Madrid as the location for its new Global Office, following a unanimous decision by its Operating Committee. This move aims to enhance the organisation's global leadership, member engagement, and operational efficiency. The decision was made after evaluating five potential locations, including Dubai, France, Italy, and Switzerland, based on criteria such as operating costs, tax environment, and government support. Madrid was selected for its competitive advantages, including a favourable tax environment, government backing, and efficient visa processing. The city also offers access to a vast talent pool of nearly 350 million professionals and proximity to international organisations, facilitating collaboration. The WTTC aims to leverage these benefits to strengthen its advocacy and research capabilities. Manfredi Lefebvre, Chairman of WTTC, stated, “The unanimous decision to establish our Global Office in Madrid reflects a clear view among the Operating Committee about what WTTC needs to succeed in the years ahead.” Interim President and CEO Gloria Guevara expressed gratitude to the Spanish government for its support, highlighting Madrid's role in enhancing WTTC's global impact. The new office will be integral to WTTC's network, supporting its advocacy, research, and member engagement activities worldwide. This strategic move is expected to reshape WTTC in 2026, focusing on member needs and fostering tourism growth and job creation globally. ```
Advantage Travel Partnership announces Madrid as host city for 2026 annual conference
Advantage Travel Partnership is delighted to announce that Madrid, Spain, will host its highly anticipated 2026 Annual Conference. The premier industry event will take place over three nights beginning Monday, 11 May 2026, bringing together travel professionals from across the partnership and wider travel industry for an exceptional programme of business sessions, networking and cultural experiences. Madrid has been selected as the conference destination for its unparalleled accessibility, vibrant cosmopolitan atmosphere and position as a global hub for both leisure and business travel. The Spanish capital welcomes nearly 11 million leisure visitors and over one million business travellers annually, offering the ideal blend of culture, innovation and connectivity for what is one of the travel industry’s annual go- to events. "Madrid will be the perfect host destination for our 2026 event. A city where business dynamism meets cultural richness, creating the ideal environment for collaboration and growth," said Julia Lo Bue-Said OBE, CEO, Advantage Travel Partnership. "Following the tremendous success of our Malta conference, which attendees rated as our finest yet, we're committed to raising the bar even higher and creating an unforgettable experience in one of Europe's most exciting cities." The thoughtfully curated three-day experience will feature: Thought-provoking keynote presentations from influential industry leaders Specialised content streams tailored for business travel and leisure travel professionals Interactive workshops designed to spark innovation and collaboration Memorable social experiences showcasing Madrid's unique character Immersive initiatives reflecting the partnership's commitment to responsible travel Lo Bue-Said continued: “We remain fully committed to our annual conference possessing the extraordinary power to create positive change, bridge cultures, foster peace and inspire communities. Delegates will explore relevant and vital themes defining the industry's future while celebrating their role as ambassadors of transformation and architects of a more sustainable, interconnected world.” Registration details and additional programme information will be announced soon.
British Airways CityFlyer to launch a new 11-times-per-week service to Madrid
London City Airport, the capital’s most centrally located airport, is gearing up for a dynamic winter season with an exciting new route, expanded services, and a renewed focus on leisure travel. British Airways CityFlyer will launch a new 11-times-per-week service to Madrid, starting 1st December, offering Londoners direct access to one of Europe’s most vibrant cities. In addition, British Airways will resume partial winter services to Innsbruck ahead of the Christmas holidays and bring back popular ski connections to Geneva and Chambery – perfect for those seeking alpine adventurers. Passengers can also reach ski destinations via routes to Milan and Zurich. For getaways to warmer climates, year-round services to San Sebastian and Ibiza remain available, while demand for festive travel to Dublin and Rome continues to surge. To support its airline partners and spotlight new destinations like Madrid, London City has launched a targeted winter campaign through channels including SkyScanner, Google, Meta and other digital platforms. The initiative aims to generate additional traffic interest and inspire spontaneous getaways. Andrew Hodges, Chief Commercial Officer at London City Airport, said: “We’re excited to expand our winter schedule with British Airways, offering even more options for passengers seeking city escapes, ski adventures, or winter sun. “The launch of Madrid and return of popular ski routes are a clear response to growing demand for leisure travel from London City. With existing capacity available, we’re actively in discussions with both new and existing airlines to broaden our network and unlock more destinations for our passengers.” Named London’s Best Airport this summer by Which? and The Daily Telegraph, London City continues to offer unrivalled convenience. With journeys from the terminal door to the gate taking as little as 10 minutes, and 75% of passengers arriving via the DLR, London City remains the quickest, easiest, and most affordable airport to access in the capital. Leisure travel now accounts for 60% of the airport’s traffic and this is set to grow even further. In January, London City submitted an Airspace Change Proposal to the Civil Aviation Authority to enable operations of the Airbus A320neo. This will broaden the range of leisure destinations and support passenger growth without increasing flight movements. With over 30 leisure and business destinations already on offer – and existing capacity to grow – London City Airport is ready to welcome winter travellers with open arms and new horizons.
Emirates introduces retrofitted Boeing 777 to Madrid
Emirates, the world’s largest international airline, has announced it will deploy its newly refurbished Boeing 777 aircraft to/from Madrid starting from 16 September. Customers can look forward to an enhanced travel experience with upgraded interiors and premium signature travel touches across all cabins. Madrid is Emirates’ first destination in Spain to operate with the airline’s next-generation interiors. Emirates’ four-class Boeing 777 will operate as flight EK143/EK144. Emirates flight EK143 will depart Dubai at 14:30hrs and arrive in Madrid at 20:20hrs local time. The return flight, EK144 will depart Madrid at 22:05hrs and arrive in Dubai at 7:10hrs local time, the following day. The deployment of Emirates’ retrofitted Boeing 777 to Madrid marks a new era of premium travel to the Spanish city - offering customers the airline’s award-winning Premium Economy service*, newly configured Business Class cabin, and a ‘better’ travel experience to/from the country. Enhanced travel experience Emirates’ newest Boeing 777 cabin interiors will wow customers with its modern design details and signature cabin finishings, including: A refurbished First-Class cabin with upgraded interiors offering unparalleled luxury. New Business Class cabin that provides more privacy and comfort for customers with fully lie-flat seats in an updated 1-2-1 seating configuration. Latest Premium Economy cabin which combines accessible luxury with comfort; offering cream leather seats, increased legroom, adjustable headrests, deeper seat recline and raised cushioned leg rests. Spacious Economy Class seats with new design elements. Serving ‘fly better’ experiences Emirates continues to invest in elevating the travel experience through its ambitious multibillion-dollar retrofit program — one of the largest in aviation history. With 61 aircraft already refurbished, including 31 A380s and 30 Boeing 777s, the program is set to upgrade over 220 aircraft with Emirates’ latest cabin products. Passengers travelling with Emirates will enjoy the airline’s regionally inspired gourmet meals, premium beverage selection, and award-winning inflight entertainment on ice with up to 6,500 channels of on-demand entertainment - including more than 260 channels of Spanish content.
Hotel101 Madrid is the official hotel partner of the Spanish Grand Prix
Hotel101 Global announced on Friday, 6th June, that Hotel101 Madrid is the official hotel accommodation partner for the Formula 1 Spanish Grand Prix. Taking effect in 2026, the contract with MATCH Hospitality will be in place until 2035. Under this agreement, Hotel101 Madrid with MATCH Hospitality, the official hospitality provider for the Spanish Grand Prix, will deliver world-class accommodation experiences for attendees of the 2026 Formula 1 event and beyond. MATCH Hospitality, renowned for its expertise in managing hospitality programs for global sporting events such as the FIFA World Cups and the Formula 1 British Grand Prix, will work closely with Hotel101 Madrid to ensure seamless integration of premium lodging services with the event’s VIP and hospitality offerings. Hotel101 Global chief executive Hannah Yulo Luccini declared: “We are honoured to partner with MATCH Hospitality to serve as the official hotel accommodation for the Formula 1 Spanish Grand Prix in Madrid, Spain. Hotel101-Madrid's prime location next to the F1 circuit, combined with our globally standardized ‘Happy Room’ concept, positions Hotel101-Madrid as the ideal choice for fans and participants seeking comfort, convenience, and irresistible value. This partnership marks a significant milestone in our mission to establish Hotel101 as a leading global hospitality brand.” This partnership underscores Hotel101 Global’s commitment to expanding its footprint in key international markets, with Madrid serving as its first European property. Likewise, the collaboration with MATCH Hospitality and IFEMA Madrid aligns with the Grand Prix’s vision of delivering a sustainable, accessible, and memorable event, with Hotel101 Madrid playing a central role in enhancing the fan experience. A rising landmark Located on a prime 6,593-square-meter site in Valdebebas, Madrid, Hotel101 Madrid is strategically positioned adjacent to the new Formula 1 Spanish Grand Prix circuit overlooking what is expected to be the iconic Valdebebas Curve. The upcoming hotel will be a mere three-minute walk from Valdebebas Train Station, four minutes from the IFEMA convention complex, five minutes from the Real Madrid Sports Complex, and seven minutes from Madrid-Barajas International Airport. With 680 rooms, Hotel101 Madrid is set to become one of the top five largest hotels in Madrid, offering unparalleled accessibility and convenience for Formula 1 fans, teams, and stakeholders. Hotel101 Madrid will feature modern amenities, including an all- day restaurant, pool, gym, children’s playground, 24/7 reception, business center, function rooms and a proprietary app for seamless guest experiences, from digital check-in to personalized service requests.
Hotel101 tops off its 680-room hotel in Madrid
Hotel101 Global conducted a topping-off ceremony for its 680-room Hotel101-Madrid in Spain on Friday, 11th April. The event was presided over by DoubleDragon Corporation chair and CEO Injap Sia together with Tony Tan Caktiong, founder of Philippine-based global food conglomerate Jollibee Foods. The topping-off occurred just 11 months from the start of construction, and the hotel is slated for completion by December of this year, right on time for the Madrid F1 Grand Prix. One of the biggest in Madrid The 680-room Hotel101-Madrid project is set to become one of the top 5 largest hotels in the Spanish capital. The structure is located in a 6,593 square-meter prime commercial property recently purchased by Hotel101 located along Avenida Fuerzas Armadas and is surrounded by major landmark buildings and is about three minutes away from the Valdebebas Train Station, a four-minute walk to IFEMA convention complex, five minutes away from the Real Madrid Sports Complex, and a quick seven-minute jaunt to the new Madrid Barajas International Airport. The new hotel is part of Hotel101’s long-term vision is to have one million rooms, operating in over 100 countries worldwide. As a first step, the company has identified 25 priority countries for its expansion; namely its base in the Philippines, followed by Japan, Spain, the US, the UK, the UAE, India, China, Thailand, Malaysia, Vietnam, Indonesia, Singapore, Cambodia, Bangladesh, Mexico, South Korea, Australia, Canada, Switzerland, Turkey, Italy, Germany, France, and Saudi Arabia.
Emirates unveils new Real Madrid Livery on its Boeing 777
Emirates, the Official Main Partner of Real Madrid, has unveiled a special livery on one of its Boeing 777 aircraft. The aircraft touched down in Madrid yesterday, flying the club’s first team players on a specially chartered flight to Jeddah ahead of the Spanish Super Cup tournament taking place from 8 to 12 January. Emirates has been a proud partner of Real Madrid since 2011, and became the club’s jersey sponsor in 2013. The airline will remain as the Official Main Sponsor of the Spanish club until 2026 – making it the longest jersey sponsorship in La Liga history. The striking decal features some of the club’s top players, including Kylian Mbappe, Vinicius Junior, Luka Modric, Jude Bellingham, Lucas Vazquez and Federico Valverde. Over the past decade, Emirates has offered fans a chance to connect with legendary players, enjoy exclusive experiences and ‘fly better’ moments. Taking the partnership to new heights – Real Madrid fans can now catch their favourite team soaring through the skies as the special Boeing 777 is scheduled to serve Athens, Vienna, Miami, Seattle, and Kuwait, amongst other cities. Emirates launched operations to Madrid in 2010 and the airline currently serves the city with a double daily service – utilising a fleet mix of A380 and Boeing 777 aircraft. As part of its multi-billion dollar retrofit programme– Emirates has rolled out 40 fully refurbished aircraft (27 A380s and 13 Boeing 777s) with new interiors including the highly lauded Premium Economy cabin. The airline also recently welcomed its first A350 to its growing fleet, and today serves Edinburgh, Kuwait and Bahrain, with other cities set to receive its latest generation aircraft in the coming days.
Madrid sees a 73% surge in Indian visitors in 2023 vis-à-vis 2022
Madrid, Spain cityscape at Calle de Alcala and Gran Via. The destination welcomed 57,435 visitors from India in 2023, 73% more than in 2022 and almost 20% more than in 2019, the last pre-pandemic year. Madrid is gaining popularity among Indian tourists, boosting figures by 73% in 2023. The figure is also 18% higher than that of the last pre-pandemic metric, that of 2019. In total, 67,435 Indian tourists out of the almost 250,000 who chose the Community of Madrid. Popular tourism products for the Indian market include gastronomy, luxury and shopping, art and culture, and MICE travel. In addition, the latest study by Oxford Economics confirms estimates of a steady rise in spending over the next few years, with growth rates of 13.6% and 12.5% for the years 2024 and 2025 respectively. Indian tourists is also said to spend an average of 2,430 euros per person in Spain, which is 408 euros per day, with an average stay of 6 days. The total expenditure of Indians in Spain was 584.8 million euros in 2023, with an increase of 67% compared to 2022 and 48% compared to 2019. Also, the Community of Madrid reaches its all-time high in visitors, 7.8 million in 2023, 1.7 million more visitors than in the previous year. The forecasts for 2024 are also for growth, between January and June, the region received 4.4 million foreign tourists, representing a 17% growth. The reasons for these increases are said to include the opening of commercial flights from India at the end of March 2022, and the simplification in 2020 of visa application requirements, which reduced the processing period to 4 working days on average.
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