The World Travel & Tourism Council (WTTC) has announced it will relocate its headquarters from London to Madrid. The Spanish capital outperformed competitors such as Barcelona, Paris, Rome, Geneva, and Dubai, all of which were also vying to host the council’s main office. The decision was made following a thorough evaluation of each city’s advantages, with Madrid emerging as the most appealing option for WTTC.
Key factors included the city’s high competitiveness, favorable tax environment, support from the Spanish government, and simpler visa procedures for employees. Additionally, the cost of doing business in Madrid was found to be lower than in the other candidate cities. The consequences of Brexit also played an important role, reducing the attractiveness of the United Kingdom for international organizations, especially due to increased restrictions on the movement of professionals.
Madrid’s Advantages
WTTC’s move to Spain will give the organization access to a vast pool of qualified talent—there are about 350 million professionals in the region. Proximity to other international organizations operating in the tourism sector was also a strong argument. Madrid already hosts the headquarters of the UN’s tourism agency (ONU Turismo), creating further opportunities for collaboration and knowledge sharing.
Madrid stands out for its developed transportation infrastructure, particularly the Adolfo Suárez Madrid-Barajas International Airport, which provides direct connections to dozens of countries. The city is also known for its dynamic business environment and opportunities to develop partnership projects with leading industry players.
The role of the government
Spain’s Minister of Industry and Tourism, Jordi Hereu, noted that the WTTC’s decision is the result of coordinated efforts by the government, local administrations, and the organization itself. According to him, Madrid is now becoming a global hub for tourism management, bringing together the resources of both public and private sectors. Hereu emphasized that Spain is a leader in modernizing tourism and adopting innovative solutions.
In 2024, Spain welcomed a record 94 million international tourists, with tourism revenues reaching 126 billion euros, accounting for 12.3% of the country’s GDP. These results were one of the decisive factors for WTTC when selecting its new headquarters. According to the minister, WTTC’s presence in Madrid will further strengthen Spain’s position on the global tourism stage.
WTTC’s viewpoint
Interim WTTC chief Gloria Guevara expressed her gratitude to the Spanish authorities for their support and emphasized that Spain has always paid special attention to tourism development. She noted that relocating to Madrid will allow WTTC to be closer to its members around the world and have a greater impact on shaping industry policy.
According to Guevara, establishing the office in such a competitive city will offer the organization new opportunities for growth and a stronger market presence. The WTTC expects that cooperation with Spanish and international institutions will help accelerate tourism development and create additional jobs in the sector.
Significance for the Industry
Experts view the WTTC’s move to Madrid as recognition of Spain’s role in the global tourism industry. The country is not only welcoming record numbers of visitors, but is also actively implementing modern management standards and digital solutions. Madrid, in turn, is becoming a platform for dialogue between government and business, as well as a decision-making center for the entire sector.
The presence of the WTTC in the Spanish capital is expected to strengthen the country’s influence on global tourism trends and attract new investment. For Madrid, this is not only a matter of prestige but also an opportunity to further develop urban infrastructure and create new jobs.
