Madrid Destino

What Madrid Destino does

Madrid Destino Cultura Turismo y Negocio, S.A. is the wholly-owned municipal company (sociedad mercantil municipal, CIF A-84073105) of the Ayuntamiento de Madrid, operating under the Área de Cultura, Turismo y Deporte. It manages Madrid's portfolio of public cultural venues and event spaces — including Matadero Madrid, Teatro Español, Teatro Circo Price, Fernán Gómez Centro Cultural de la Villa, Conde Duque, CentroCentro (Palacio de Cibeles), Cineteca, and Serrería Belga — alongside the Casa de Campo fairground complex's event infrastructure (Caja Mágica, Madrid Arena, Pabellón de Cristal, Pabellón de Convenciones, Casa de la Panadería). The organization also runs tourism services through esmadrid.com, the physical Centro de Turismo Plaza Mayor (open 365 days/year), the Madrid City Card, the VisitMadridGPT AI assistant, VideoAtención360, and the Centro de Inteligencia Turística analytics platform, and operates specialized units Madrid Convention Bureau (220+ member companies), Madrid Film Office, and Madrid Unique Destination.

The core offering is a venue-and-destination management platform rather than a software product. It generates revenue from a diversified set of streams: ticket sales across its cultural venues; rental of iconic event spaces to organizers of congresses, fairs, sporting events, and private events (Caja Mágica alone spans 83,000+ m² with ~16,400 seats); subsidized filming-location fees for audiovisual productions; the Madrid City Card tourist pass; and recurring services to Madrid Convention Bureau member companies. Pricing is unit-based for tickets (e.g., standard adult admission 15 EUR / reduced 12 EUR / free for under-12s; filming discounts up to 100% for productions with public funding). Customer segments span leisure tourists, business tourism / MICE organizers, audiovisual producers, event organizers, and Madrid residents. Headcount sits in the 101–250 band; revenue is not publicly disclosed but the company operates on a portfolio scale consistent with mid-eight-figure EUR turnover. Strategic posture is institutional rather than entrepreneurial, anchored by long-dated public-sector mandates and EU/Next Generation funding for selected initiatives.

Name

Madrid Destino

Legal name

Madrid Destino Cultura Turismo y Negocio, S.A.

Website

https://madrid-destino.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

101–250 employees

Short description

Madrid Destino is the Madrid City Council's wholly-owned municipal company that manages the city's cultural venues, event spaces, and tourism promotion. It serves tourists, event organizers, filmmakers, and residents across 15+ venues and digital platforms including esmadrid.com, Madrid City Card, and VisitMadridGPT.

Ownership category

akta.pro rank

Product category

Cultural Venue Management and Destination Tourism Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Convention and Visitors Bureaus (561591), Spectator Sports (7112), Other Spectator Sports (711219)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)

Keywords

• Cultural venue management
• Destination tourism marketing
• Event space rental
• Convention bureau services
• Municipal tourism services

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Ticket Sales: Sale of tickets for cultural events, theater performances, concerts, and exhibitions across managed venues including Teatro Español, Teatro Circo Price, Fernán Gómez Centro Cultural de la Villa, and Matadero Madrid.
2. Venue and Space Rental: Rental of iconic municipal venues for congresses, fairs, sporting events, and private events. Venues include Caja Mágica (83,000+ m², ~16,400 seats), Madrid Arena, Pabellón de Cristal, Pabellón de Convenciones, CentroCentro Cibeles, and Casa de la Panadería. Contact: [email protected], +34 91 578 77 89.
3. Filming Location Fees: Rental of municipal spaces for audiovisual productions including films, series, documentaries, TV programs, and commercials. Significant discounts available for productions with public funding: up to 100% for feature films, series, documentaries, and short films with ICAA or regional aid; 90% for entertainment TV programs; 50% for advertising productions.
4. Madrid City Card: Official tourist card of the Madrid City Council sold as the official tourist pass providing access to attractions and services across the city.
5. Madrid Convention Bureau Membership Services: Services to over 220 member tourism companies specialized in meetings and conventions, promoting Madrid as a business tourism destination.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Madrid Destino manages municipal cultural venues and tourist event spaces across Madrid, operates theater ticketing, sells the official Madrid City Card tourist pass, and runs tourism promotion departments including the Madrid Convention Bureau and the Madrid Film Office. Its core business combines B2B venue and space rental (Caja Mágica, Madrid Arena, Pabellón de Cristal, CentroCentro, Matadero Madrid) for congresses, fairs, sporting events and audiovisual productions with B2C cultural ticketing, tourist information services, and destination marketing for the city of Madrid.

Product overview

Madrid Destino is a municipal company (Sociedad mercantil municipal) of the Madrid City Council responsible for cultural management, tourism promotion, and venue/event operations. The organization operates a platform-plus-services model combining: (1) Tourism services including esmadrid.com, VisitMadridGPT (AI assistant), Madrid City Card, Madrid Convention Bureau (business tourism), Madrid Film Office, and Madrid Unique Destination (premium segment); (2) Cultural venues network including Matadero Madrid, Teatro Español, Teatro Circo Price, Conde Duque, CentroCentro, Fernán Gómez Centro Cultural, Cineteca Madrid, and numerous other spaces; (3) Event venue management including Caja Mágica, Madrid Arena, Pabellón de Cristal, and Casa de Campo fairground complex; (4) Cultural programs such as 21 DISTRITOS, JOBO youth pass, Veranos de la Villa festival, and artistic publications like eme21 Magazine; and (5) Tourism intelligence services through Centro de Inteligencia Turística. The portfolio spans digital platforms, physical venues, event management, cultural programming, and tourism services, unified under the municipal cultural, tourism, and events management mandate.

Differentiator

Problem solved

Functional benefit

Brands

• Madrid Convention Bureau: Specialized department promoting Madrid as a meetings and congress destination, with over 40 years of history and more than 220 member companies.
• Madrid Film Office
• Madrid Unique Destination
• Centro de Inteligencia Turística
• VisitMadridGPT

Products and services

• esmadrid.com Tourism Portal Official tourism portal of Madrid managed by Madrid Destino, providing comprehensive visitor information, travel planning tools, and promotional content for the city.
• VisitMadridGPT AI-powered tourism assistant chatbot that helps visitors plan their trips to Madrid through conversational AI under the city's Marketing and digitalization strategy.
• Madrid City Card Official tourist card of the Madrid City Council offering access to attractions, discounts, and benefits for visitors, sold through esmadrid.com and partner channels.
• Madrid Convention Bureau (MCB) B2B promotion and congress-bidding service that groups 220+ specialized tourism companies to capture international meetings, congresses, and incentive travel for Madrid, and runs the annual Madrid Agency Forum and Recognition Night.
• Madrid Film Office Audiovisual office of the Madrid City Council that processes filming permits, manages access to municipal locations, and applies tiered subsidies (up to 100% for publicly-funded productions, 90% for TV entertainment, 50% for advertising).
• Madrid Unique Destination Premium-segment High-Impact Product Club funded by EU Next Generation funds, providing specialized, sustainable, diversified and high-quality tourism offerings for the premium national and international segment.
• Centro de Inteligencia Turística (CIT) Tourism intelligence platform that integrates major public and private tourism indicators for Madrid, supporting strategic destination management and producing the annual Tourism Yearbook.
• VideoAtenciόn360 Digital remote-assistance tool from the Experiencia de Visitante department that digitizes in-person tourist attention through video service.
• Caja Mágica (Sports and Events Venue) Iconic multi-purpose sports and events venue designed by Dominique Perrault, spanning 83,000+ m² with ~21,000 combined seats, hosting tournaments, fairs, and large events such as the Mutua Madrid Open tennis tournament.
• Pabellón Multiusos Madrid Arena Multipurpose pavilion in the Casa de Campo fairground for major sporting events, concerts, and large-scale productions including the Davis Cup by Rakuten Finals and World Padel Tour.
• Pabellón de Cristal (Casa de Campo Fairground) Glass pavilion of approximately 20,000 m² in Casa de Campo, used for fairs, exhibitions, and cultural events such as Motorama Madrid and Art Madrid.
• Matadero Madrid Cultural center for contemporary creation in the former municipal slaughterhouse, hosting theater, dance, cinema, visual arts, and interdisciplinary activities through sub-venues such as Nave 10 and Centro Danza.
• CentroCentro (Palacio de Cibeles) Cultural exhibition space inside the historic Palacio de Cibeles, featuring the Galería de Cristal with a 30-meter glass vault used for exhibitions and cultural events.
• Teatro Español Historic municipal theater presenting classical and contemporary theatrical productions; managed by Madrid Destino and programmed as part of the city's cultural offering.
• Fernán Gómez Centro Cultural de la Villa Cultural center in Madrid hosting diverse artistic and cultural programming as part of the municipal cultural venue network.
• Teatro Circo Price Circus theater venue managed by Madrid Destino, hosting performing arts and circus productions.
• JOBO (Joven Bono Cultural) Youth cultural pass from the Madrid City Council providing free access to cultural activities for young residents across municipal venues; managed through [email protected].
• Veranos de la Villa Annual summer cultural festival of Madrid Destino, presenting a diverse program of performing arts, music, and cultural events across venues in Madrid.
• 21 DISTRITOS Diverse, free cultural programming initiative running across all 21 districts of Madrid, delivering neighborhood-level cultural activities.
• Centro de Turismo Plaza Mayor Physical tourist information office in Plaza Mayor open 365 days a year, providing visitor assistance and remote support through VideoAtenciόn360.

Quantifiable outcome

• 107+ million EUR economic impact from Mutua Madrid Open tournament
• +5 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Six partnerships are on record, tiered flagship and core.

• Madrid Unique DestinationflagshipStrategic or Co-development Partner · 1 January 2024Created in 2024 with Next Generation EU funding (Fondos Next Generation), Madrid Unique Destination is a High-Impact Product Club dedicated to creating a specialized, sustainable, diversified, and high-quality tourism offer targeting the premium national and international segment. Led by Madrid Destino as part of the city's strategic tourism plan.
• Madrid Trophy Promotion (Gerard Tsobanian)flagshipStrategic or Co-development Partner · 21 September 2021Madrid Trophy Promotion is the organizer of the Mutua Madrid Open tennis tournament. The company signed a convention with the Madrid City Council (through Madrid Destino) for the celebration of the tournament from 2023 through 2030. The agreement includes 38 million EUR for tournament operations and 43.7 million EUR additional investment from Madrid Destino for infrastructure. The tournament generates 107+ million EUR in economic impact and reaches 140 million viewers.
• Madrid Convention Bureau (MCB)coreStrategic or Co-development PartnerMadrid Convention Bureau is a specialized department within Madrid Destino with over 40 years of history, grouping more than 220 tourism companies specialized in meetings and conventions. It promotes Madrid as a premier destination for international congresses and professional events, provides tools to organizers to promote the positive impact of their meetings, and is an active member of the main international associations in its segment.
• Madrid Film OfficecoreTechnology or IntegrationThe audiovisual office of the Madrid City Council, operated through Madrid Destino, has the mission to promote the capital as a filming location and production center, stimulating the growth of Madrid's audiovisual sector. It manages filming permits, location access, and provides support services to production companies.
• Kosmos Tennis / International Tennis Federation (ITF)flagshipStrategic or Co-development PartnerKosmos Tennis and the International Tennis Federation organize the Davis Cup by Rakuten Finals. Madrid served as the main host venue (at Madrid Arena) for the 2021 edition, accommodating 72,922 spectators and featuring group stages, quarterfinals, semifinals, and finals across multiple venues.
• Cirque du SoleilcoreStrategic or Co-development PartnerCirque du Soleil performs at Escenario Puerta del Ángel in the Recinto Ferial Casa de Campo, managed by Madrid Destino. The company has a long history of touring in Madrid (34 years by 2022), presenting shows like Luzia and Alegría. The venue has hosted 13 different Cirque du Soleil productions.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• visitBerlin (Berlin Tourismus & Kongress GmbH): Municipal DMO and CVB for Berlin, combining leisure marketing, MICE bidding, and event support. Comparable institutional setup and remit to Madrid Destino's tourism and convention function.
• IFEMA (Feria de Madrid): Madrid's largest trade fair and congress venue operator. Competes with Madrid Destino's Pabellón de Convenciones, Pabellón de Cristal, and Madrid Arena for large fairs, exhibitions, and congresses in the same metropolitan market.
• Turisme de Barcelona: Municipal tourism and convention bureau for Barcelona, with an overlapping remit in destination promotion, cultural venue management, and MICE bidding. Directly comparable as a city-level DMO/CVB combination in the same Spanish market.
• Fira de Barcelona: Major Spanish exhibition and convention center operator. Closely comparable in business model (convention venues + trade fair organization) and competes for international congresses that could otherwise come to Madrid.
• London & Partners (VisitLondon): Mayoral-funded business growth and destination agency for London, with a CVB and film office analogous to Madrid Convention Bureau and Madrid Film Office. Comparable as a city-level promotional + convention + film entity.
• NYC & Company (New York City Tourism + Conventions): Official destination marketing organization and CVB for New York City. Comparable in combining leisure tourism promotion, MICE sales, and citywide cultural venue coordination.
• Barcelona de Serveis Municipals (BSM): Municipal services company of Barcelona's city council, operating cultural venues, events, and tourism infrastructure. Closely comparable institutional form (sociedad mercantil municipal) and scope (venues, events, tourism).

Regional players

• Feria Valencia: Regional trade fair institution in Valencia. Overlaps with Madrid Destino's convention and exhibition business but is rooted in a different Spanish city and primarily serves Valencia's fair market.

Broad incumbents

• GL Events: Large international event infrastructure operator (venues, exhibitions, services). Comparable as a venue and event-management incumbent with a much broader global footprint and a partially overlapping value chain (fairs, congresses, venue services).

Others

• Spain Film Commission: National-level network coordinating film commissions across Spain, including Madrid Film Office. Comparable in supporting audiovisual production location services and acting as a counterpart to Madrid Destino's film office function.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MadridDestino
• Facebookfacebook.com/MadridDestinoCTN
• LinkedInlinkedin.com/company/madrid-destino-cultura-turismo-y-negocio-sa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Madrid Destino