Virtuoso selected Madrid as the center of its Continental operations in the wake of Continental Europe General Manager Bea Sajon relocating to the city, underscoring the city's and Spain's importance to Virtuoso’s business strategies going forward.
Madrid will also host Virtuoso’s 2026 Impact Summit, which is scheduled for Feb. 24-27, 2026, and where approximately “100 of the most prominent voices in sustainable tourism will convene,” Virtuoso said.
“Madrid’s rich cultural heritage, forward-thinking approach to sustainability, exceptional service standards and strong connectivity to both North America and Europe have firmly positioned the city as a premier hub for global luxury travel,” said Virtuoso Chief Operating Officer Brad Bourland.
This milestone is the result of sustained collaboration with the City of Madrid, developed through a new strategic partnership that began in 2022 following the official visit of Mayor José Luis Martínez-Almeida to New York,” he added.
In Madrid, “Sajon will continue to drive strategic growth across the region by deepening relationships with the network’s members and partners, strengthening market engagement and advancing innovation through tailored regional strategies and solutions,” Virtuoso said.
The 2026 Virtuoso Impact Summit will be held at The Palace, a Luxury Collection Hotel.
In its aftermath, a study will be released on how tourism is impacting the city and its future.
“Hosting Virtuoso’s European operations in Madrid strengthens our position on the global tourism stage while reflecting the city’s firm commitment to sustainability, excellence, and high-impact experiences for travelers,” said City of Madrid Councillor for Tourism Almudena Maíllo.
Late last year, theWorld Travel & Tourism Council (WTTC) selected Madrid also selected Madrid as its new global office.
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