Over 200 Tourism and Design Professionals Meet in Madrid to Shape Future Destinations
More than 200 professionals from tourism and design gathered at Madrid’s Reina Sofía Museum for the first Tourism & Design Summit 2026. One central conclusion was that Spanish destinations should assess success increasingly through the economic, social and cultural value tourism creates, rather than relying solely on visitor numbers. Speakers urged destinations to protect their distinct identities and consider residents as they develop. Eduardo Prieto, head of Visa Spain, said more than half of tourism spending in the country is now concentrated on leisure, culture and gastronomy, reflecting the growing influence of experiences on travel decisions. Discussions also covered training the people who will shape future destinations and helping tourism coexist with local communities. Prieto described AI agents under development that could search for and book flights, hotels, restaurants or tickets according to a traveller’s preferences and with their permission. Participants said the tools could simplify travel while people would remain central to the experience. Carlos Urroz, a Reina Sofía representative, discussed changes to the museum’s façades, entrances, routes, signs and services intended to connect it more closely with the city and its visitors. The summit opened with “Paredes que Hablan,” a Madrid-region initiative presented by Elena Rubio of the Sierra Norte Tourism Innovation Centre. It uses art and design to connect the Sierra Norte’s 42 municipalities, create new tourism resources and direct visitors towards lesser-known towns.
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