Madrid It consolidates its position as the world epicenter of tourism governance following the signing of the agreement between the WTTC, Ministerio de Industria y Turismo and the Ayuntamiento de MadridThe organization is leaving Reino Unido to establish its headquarters in the Spanish capital, creating a unique cluster alongside ONU Turismo.
Strategic ratification at FITUR: Public-private alliance
Within the framework of the international fair FITUROne of the most significant developments for corporate diplomacy and the services sector in Spain has materialized. The Minister of Industry and Tourism, Jordi Hereu, the president of Consejo Mundial de Viajes y Turismo (WTTC), Gloria Guevara, and the mayor of Madrid, José Luis Martínez-AlmeidaThey have signed the memorandum of understanding (MoU) that officially links the largest organization in the private tourism sector with Spain.
This agreement is the result of intense negotiations that culminated last December with the announcement of the election of Madrid against top-tier international competitors, as the minister has pointed out. Jordi HereuThis milestone is “the result of intense joint work” that “It reinforces our country’s leading position as a global tourism power.”.
For its part, Gloria Guevara has emphasized that the change of headquarters from Reino Unido responds to the search for a “new tourism model”The president of the organization has indicated that, from this new strategic location in Europe, “The global agenda and next steps will be defined, as well as the direction of the global private travel and tourism sector.”.
Madrid surpasses Paris and Dubai: Operation data
The decision of the WTTC, an entity that brings together more than 200 large multinational companies such as Iberostar, Hilton, Google, Expedia o HyattIt wasn't automatic. The Spanish capital prevailed in a competitive process against other major global cities that aspired to host this decision-making center.
| Concept | Key Details |
|---|---|
| Organism | WTTC (World Travel & Tourism Council) |
| Previous Headquarters | Reino Unido |
| Rival Candidates | París, Milán, Dubái, Ginebra |
| Companies Represented | +200 (including Google, Hilton, Hyatt) |
| Local Context | Coexistence with ONU Turismo (headquarters in Madrid since 1975) |
Towards a 'Global Campus of Tourism'
The arrival of WTTC completes the institutional ecosystem of MadridThe city has been home to the headquarters of since 1975 ONU Turismo (formerly UNWTO), the agency of Naciones Unidas specialized in the sector, which will also open new facilities next to the Congress Palace on Paseo de la Castellana in 2026.
The physical confluence of the highest public authority (ONU Turismo) and the highest private authority (WTTC) will allow the creation of what has been called a 'global tourism campus'. This hub It is designed to facilitate operational and strategic synergies:
- Generation of joint projects financed by international organizations and public-private investors.
- Alignment of agendas and holding joint high-level meetings.
- Development of pilot initiatives focused on sustainability, data management and training.
- Creation of new tourism knowledge centers.
Key points and frequently asked questions about the new WTTC headquarters
What are the implications of the move for Madrid?
It transforms the city into the undisputed global cluster of tourism governance, by bringing together in the same geographical space the main public institution (ONU Turismo) and the private one (WTTC), facilitating a "global campus" for decision-making.
Which companies are part of the WTTC?
El WTTC It represents the global private sector with more than 200 leading companies across all strategic branches, including giants such as Iberostar, Hilton, Google, Expedia y Hyatt.
When was the agreement formalized?
The agreement was ratified on January 23, 2026 within the framework of FITUR, through the signing of a memorandum between the minister Jordi Hereu, Mayor José Luis Martínez-Almeida and the president of the organization, Gloria Guevara.
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