Antonio Catalán participated in the IV Madrid City Tourism Forum, where experts and institutions analyzed the challenges and opportunities of urban tourism.
On June 3, we attended the IV Madrid City Tourism Forum, an event organized by the Madrid City Council that brought together institutional representatives, experts, and leaders from the tourism sector to analyze the challenges and opportunities that will shape the future of urban tourism.
Under the theme “Towards a smart destination. Management, experiences and identity in urban tourism,” the event established itself as a space for reflection on the evolution of tourism in major cities and the trends that will define the coming years.
IV Madrid City Tourism Forum
The Madrid City Tourism Forum: a key meeting point for the sector
The Madrid City Tourism Forum has become a key event for tourism professionals. Throughout the day, strategic topics were addressed such as urban destination management, artificial intelligence applied to tourism, city identity, and the evolution of traveler behavior.
The Madrid City Council also presented the main indicators included in the Madrid Tourism Yearbook 2025, which highlight the strength of the destination and its ability to continue attracting both national and international visitors.
The opening speech was delivered by Almudena Maíllo, Councillor Delegate for Tourism of the Madrid City Council, with the presentation “Madrid 2026, a destination in transformation,” focused on the challenges and opportunities of the capital as a tourist destination.
Antonio Catalán, president of ACHM Hotels by Marriott
Antonio Catalán highlights Madrid’s international appeal
One of the most relevant moments of the forum was the roundtable focused on the profile of today’s traveler, in which Antonio Catalán, founder and president of ACHM Hotels by Marriott, participated alongside other experts from the tourism, cultural, and events sectors.
During his intervention, Antonio Catalán highlighted Madrid’s strength as an international destination and the importance of offering a value proposition based on diverse, high-quality experiences.
“Madrid is blessed with an international audience that seeks varied cultural experiences.”
These words are supported by recent industry data: Madrid closed 2025 with more than 6.6 million international visitors and nearly €18 billion in tourism spending, consolidating itself as one of the most important urban destinations in Europe.
Smarter, more sustainable, and more connected tourism
The Madrid City Tourism Forum also focused on the transformation of the sector towards smarter and more sustainable models.
Artificial intelligence played a prominent role in the program with the presentation “AI: the evolution of travel,” focused on how technology is changing the way travelers plan and experience their journeys.
Likewise, the importance of public-private collaboration was reinforced as a driver to boost destination competitiveness and improve the visitor experience.
IV Madrid City Tourism Forum
Madrid as a leading destination
ACHM Hotels by Marriott’s participation in the Madrid City Tourism Forum reinforces the company’s commitment to the development of the tourism sector and to positioning Madrid as a leading international destination.
At ACHM Hotels by Marriott, we will continue promoting initiatives that contribute to a tourism model based on innovation, sustainability, and excellence in the traveler experience.
The future of urban tourism lies in collaboration, knowledge sharing, and adaptability to new trends. Forums like this help move in that direction and strengthen Madrid’s position as a leading city in the global tourism landscape.
