Madrid Wins Global and European Incentive Destination Awards at 2026 World MICE Awards
In Jamaica on 12 October, Madrid was named the world’s and Europe’s best incentive destination at the 2026 World MICE Awards. The honours recognise trips that companies arrange to reward or motivate employees, partners and clients. They also reflect the city’s range of experiences for groups alongside its conference facilities. The Madrid Convention Bureau said the city was chosen ahead of international contenders including Los Angeles and Singapore, and European candidates including Copenhagen, Barcelona, Berlin and Rome. The bureau works with 225 member companies involved in meetings and incentive travel. Its group programmes draw on Madrid’s cultural attractions, gastronomy, shopping, sports, traditional crafts and hotels. These incentive awards are distinct from the Best European MICE Destination titles Madrid won in 2020, 2021 and 2022. The city is also nominated for the world’s leading meetings and conferences destination title at the separate 2026 World Travel Awards. Voting is open until 30 October, and the result remains undecided. Madrid has won the corresponding global title seven consecutive times, most recently in 2025. From 23 to 27 October, it is due to host the European Society for Medical Oncology congress, with approximately 37,000 delegates expected.
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