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Madrid wins the award for best incentive travel destination in the world and in Europe
The capital received both honours at the World MICE Awards 2026, presented on 12 October in Jamaica.
Madrid has been named the world's and Europe's best incentive travel destination at the World MICE Awards 2026. The capital competed with cities such as Los Angeles, Singapore, Copenhagen, Barcelona, Berlin and Rome.
The awards recognise its offering for trips that companies organise as rewards or motivation for their teams. Highlights include public-private collaboration, innovation, and social and environmental sustainability.
The Madrid Convention Bureau coordinates this cooperation between the City Council and the sector. It currently brings together 225 associated entities linked to events and tourism. The city had already been recognised as the best MICE de Europa destination in 2020, 2021, and 2022.
The double award comes as Madrid maintains its candidacies for the World Travel Awards 2026 as a meetings and congress destination. In addition, from 23 to 27 October it will host the congress of the Sociedad Europea de Oncología Médica, which is expected to attract around 37,000 delegates.