The World Travel & Tourism Council (WTTC) has chosen Madrid as the location for its new Global Office, marking a strategic shift designed to strengthen advocacy, improve access to global talent and support the sector’s next phase of growth as travel rebounds worldwide.
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Madrid Chosen After Competitive Global Review
WTTC confirmed that its Operating Committee has unanimously approved Madrid, Spain, following a detailed evaluation of five shortlisted destinations:
- Dubai (UAE)
- France
- Italy
- Spain
- Switzerland
The decision was endorsed by all 17 members of WTTC’s Operating Committee, after assessing the organisation’s long-term strategic and operational needs.
Evaluation Criteria
Destinations were assessed across six core areas:
- Office rental and operating costs
- Tax, incentives and competitive business environment
- Visa and work permit frameworks
- Government support
- Cost of living and talent attraction
- Proximity to international organisations
Madrid emerged as the strongest overall option, offering a combination of lower operating costs, a favourable tax environment, strong government backing and streamlined visa processing.
Why It Matters
WTTC’s move to Madrid reflects broader shifts shaping the global travel industry:
- Post-Brexit realities: Constraints on talent mobility have reduced the UK’s attractiveness for international organisations seeking agility and scale
- Talent access: Madrid provides access to a talent pool of nearly 350 million qualified professionals across the wider region
- Policy influence: Proximity to international bodies supports closer collaboration on tourism policy, investment and sustainability
- Cost competitiveness: Lower operational and living costs help WTTC attract and retain top global talent
For an industry navigating recovery, labour shortages and regulatory complexity, location matters more than ever.
Strategic Advantages of Madrid
Beyond cost and talent, Madrid offers several structural advantages:
- Strong international connectivity, led by Madrid-Barajas Airport
- Established tourism leadership, with Spain prioritising the sector at government level
- Synergies with global institutions, including UN Tourism
- A competitive business environment aligned with WTTC’s global mission
The Global Office will act as a central pillar of WTTC’s worldwide network, supporting advocacy, research and member engagement across regions.
Leadership Perspective
WTTC’s interim President and CEO Gloria Guevara said the decision positions the organisation for long-term impact:
“Spain has prioritised travel and tourism and clearly understands the enormous contribution the sector makes to global growth. Being based in a competitive city like Madrid will help WTTC go from strength to strength, offer closer engagement with our members worldwide and enable us to play a major role advising on policy development, investment and job creation.”
She also acknowledged the strong interest shown by other candidate countries, thanking France, Italy, Switzerland and Dubai (UAE) for their proposals.
Looking Ahead
WTTC indicated that 2026 will be a reshaping year, with a sharper focus on:
- Member value
- Stronger research capability
- Deeper government advocacy
- Greater organisational agility
The Madrid new Global Office will be instrumental in delivering that agenda.
At a Glance
- Organisation: World Travel & Tourism Council (WTTC)
- Decision: Madrid selected as new Global Office
- Approval: Unanimous vote by 17-member Operating Committee
- Key drivers: Talent access, cost competitiveness, government support
- Strategic impact: Stronger advocacy, research and global collaboration
- Timeline: Organisational transformation targeted for 2026
Also read WTTC Report: Europe Leads Global Tourism as Italy Hosts 25th Global Summit in Rome
