The tourism industry is undergoing significant changes, and Spain continues to position itself as one of the world’s leading destinations for international travellers. From personalised cultural experiences to destinations that offer an escape from overcrowded attractions, visitors are increasingly looking for meaningful ways to discover a country. These trends were among the main topics discussed at SIE’s Coming Up! 2026 event, which brought together tourism professionals to explore the future of excellence tourism in Spain. For those interested in guided visits to Madrid, these discussions highlight the importance of discovering the capital through its history, art, gastronomy and local traditions. Inés Muñiz, founder of ImmGuidedTours, attended the event to learn about the latest developments.

SIE’s Coming Up! 2026: Exploring the Future of Excellence Tourism in Spain

On 26 October 2026, SIE – Spain is Excellence celebrated the fifth edition of its annual Coming Up! event at the VP Plaza España Design Hotel in Madrid. The meeting brought together approximately 300 professionals from different areas of the tourism industry, including hospitality, gastronomy, culture, communication and travel services.

SIE is a tourism excellence club that brings together companies and organisations committed to promoting Spain as an international destination through quality, authenticity and outstanding experiences. Its work focuses on professional networking, strategic partnerships, certifications and promotional activities designed to highlight the diversity of experiences available throughout the country.

The event provided an opportunity to discuss how international travel preferences are evolving and why the tourism sector must adapt to new expectations. Rather than concentrating exclusively on visitor numbers, the discussions highlighted the importance of quality, personalisation and experiences that create a genuine connection with the destination.

Several themes were addressed during the conference, including the growing influence of international residents, the challenge of tourist overcrowding, the importance of partnerships between brands and the increasing appeal of gastronomy.

For Inés Muñiz, attending this professional gathering offered valuable insights into the latest developments in tourism and their potential impact on cultural experiences in Madrid.

These discussions are particularly relevant for professionals offering guided visits to Madrid, as travellers increasingly expect more than a conventional sightseeing itinerary. They want to understand the places they visit, discover their history and enjoy experiences adapted to their interests.

Spain as a Destination for International Travellers and Expatriates

Spain has long been recognised as one of the world’s most attractive tourist destinations. Its climate, cultural heritage, lifestyle, gastronomy and international connections continue to attract millions of visitors every year. However, another interesting development discussed at Coming Up! 2026 was the growing number of international professionals choosing Spain not only as a holiday destination but also as their permanent home.

According to figures presented during the event, the number of highly qualified expatriates in Spain increased from approximately 43,000 in 2021 to more than 163,000 in 2025. This represents an increase of around 279% in four years.

Barcelona accounted for 31% of this group, followed by Madrid with 24%. These figures highlight the importance of Spain’s largest cities as destinations for international professionals, entrepreneurs and families seeking new opportunities.

Madrid is particularly attractive because of its combination of professional opportunities, international schools, cultural institutions, gastronomy and quality of life. The Salamanca district, for example, has become a popular residential area among international buyers, including visitors from Latin America.

This changing population also creates new opportunities for the tourism industry. International residents often welcome friends and relatives from abroad, generating interest in experiences that introduce visitors to Spanish culture and their new surroundings.

A guided exploration of the capital’s historic centre, its museums or nearby heritage destinations can help newcomers and their guests develop a deeper connection with the country’s history and traditions.

The growth of international residents also reinforces Madrid’s position as a multicultural destination where different languages, nationalities and lifestyles coexist.

Escaping Tourist Crowds: Discovering a More Authentic Spain

One of the most relevant discussions at SIE’s Coming Up! event focused on tourist overcrowding and the importance of promoting a more balanced approach to travel.

A slower way of travelling that combines major attractions with local experiences was also highlighted. The message emphasised an important idea: visitors should not necessarily avoid famous landmarks, but should find different ways to enjoy them.

Madrid’s most popular attractions are famous for good reasons. The Royal Palace, the Prado Museum and the historic centre are essential parts of the city’s cultural identity. However, their popularity can also mean long queues and crowded spaces, particularly during peak holiday periods.

Travellers can enjoy a more relaxed experience by choosing the winter season, when visitor numbers are generally lower, or by exploring places beyond the most conventional sightseeing routes. Visiting Madrid during winter can offer different opportunities to discover the city, although visitor numbers vary depending on the attraction and time of day.

Madrid’s Literary Quarter, for example, offers a fascinating introduction to Spain’s literary history. Its streets are associated with writers such as Miguel de Cervantes and Lope de Vega, providing an opportunity to explore the city’s Golden Age through its architecture and cultural heritage.

The Retiro Park is another excellent alternative. This historic green space combines gardens, monuments, fountains and architectural landmarks, offering a peaceful contrast to the busiest tourist areas.

A further possibility is exploring destinations outside the capital. The Royal Monastery of San Lorenzo de El Escorial is internationally recognised for its historical and architectural importance, yet reaching it requires travelling beyond Madrid’s central area.

Discovering these alternative locations through guided visits to Madrid allows visitors to appreciate different aspects of the capital and its surroundings while enjoying a more balanced and enriching approach to tourism.

Discovering Madrid Through Its Museums, History and Hidden Gems

Madrid is one of Europe’s most important cultural destinations, with an extraordinary concentration of museums, historic buildings, monuments and artistic collections.

The Prado Museum is undoubtedly one of its greatest attractions. Founded in 1819, it houses an exceptional collection of European paintings, including masterpieces by Velázquez, Goya, El Greco, Rubens and Bosch.

In 2025, the museum welcomed more than 3.5 million visitors, demonstrating its international importance. Its collection provides an introduction to several centuries of European art and Spanish history.

For those looking to avoid queues, visiting museums outside their regular public opening hours can be an excellent alternative, offering a quieter and more exclusive cultural experience.

Understanding the stories behind the artworks, the historical circumstances in which they were created and the artists who produced them can transform a museum visit into a much more enriching experience.

One of the distinctive experiences offered by Inés Muñiz is the opportunity to conduct exclusive visits to the Prado when the museum opens its doors outside regular public visiting hours. These private visits allow guests to appreciate the collection in a different atmosphere, subject to the museum’s availability and arrangements.

Another important cultural destination is the Thyssen-Bornemisza Museum. Its collection includes works from different artistic movements, offering a complementary perspective to the Prado and the Reina Sofía Museum.

The Royal Palace is another essential landmark. Its impressive architecture, decorated rooms and historical collections reveal the importance of the Spanish monarchy throughout the centuries.

For visitors interested in exploring beyond the city, the Monastery of El Escorial is an excellent destination. Commissioned by King Philip II, this monumental complex combines a royal palace, monastery, basilica, library and royal burial place.

Together, these cultural attractions demonstrate the extraordinary historical and artistic heritage that Madrid and its surrounding region have to offer.

Gastronomy as an Essential Part of the Spanish Travel Experience

Gastronomy was another important subject discussed during Coming Up! 2026. The speakers highlighted how culinary excellence is no longer defined exclusively by Michelin stars or sophisticated dishes. Increasingly, travellers value hospitality, authenticity, local products and experiences that connect them with the people and traditions of a destination. In fact, gastronomy has become the main motivation for some international visitors choosing Spain as their travel destination.

Spain is particularly well positioned to benefit from this trend. Its culinary identity combines regional diversity, traditional recipes, high-quality ingredients and internationally recognised wines.

One of the country’s most representative products is olive oil. Spain is the world’s leading olive oil producer, with an estimated production of approximately 1.42 million tonnes during the 2024/2025 campaign. Andalusia is particularly important in this sector, although olive oil production also takes place in other Spanish regions.

Wine is another important part of the country’s gastronomic identity. Regions such as La Rioja, Ribera del Duero, Priorat, Rías Baixas and Jerez are internationally recognised for their wine production and distinctive traditions.

Madrid also offers an extensive gastronomic scene. Visitors can discover traditional tapas bars, historic restaurants, food markets and contemporary culinary establishments.

Tapas are particularly interesting because they represent more than a type of food. They are connected with Spanish social life, encouraging people to share small dishes, discover different flavours and spend time together.

Markets such as Mercado de San Miguel provide opportunities to explore Spanish ingredients and culinary traditions in an accessible setting.

For international visitors, combining cultural discoveries with local food experiences offers a more complete understanding of Spanish life.

This growing interest in gastronomy highlights the importance of authenticity and local traditions in shaping the modern travel experience.

The Importance of Personalised Cultural Experiences in Modern Tourism

The discussions at SIE’s Coming Up! event reflected a broader transformation in the tourism industry: visitors increasingly want experiences adapted to their interests rather than standard itineraries.

This change is particularly visible in cultural tourism. Some travellers want to focus on art and museums, while others are more interested in architecture, literature, history or local traditions.

Families may prefer flexible itineraries adapted to different ages, whereas couples or small groups may look for more exclusive experiences. Business travellers and incentive groups often need carefully organised activities that fit within a limited schedule.

Madrid is particularly well suited to this type of personalised tourism. One of its greatest advantages is that several of its main highlights are located close to one another, allowing visitors to explore different cultural attractions on foot without spending too much time travelling between them.

Art enthusiasts, for example, can combine visits to the Prado Museum, the Thyssen-Bornemisza Museum and the Reina Sofía Museum, which are all within walking distance of one another. Other visitors may prefer to discover the Royal Palace and its surrounding historic areas or organise excursions to destinations such as Toledo and Segovia.

Professional local guides play an important role in these experiences. Their knowledge helps visitors understand historical context, appreciate artistic details and discover stories that might otherwise remain unnoticed.

Language is another important consideration. International travellers often benefit from explanations delivered in their preferred language, particularly when exploring complex historical or artistic subjects.

The appeal of guided visits to Madrid therefore lies not only in discovering its main attractions but also in enjoying a personalised experience that brings the city’s cultural heritage to life.

Why IMM Guided Tours Is an Excellent Choice for Discovering Madrid

At IMM Guided Tours, we believe that discovering a destination should be an enriching experience. Our approach combines professional knowledge, cultural interpretation and personalised attention to help visitors understand Madrid.

Founded by Inés Muñiz, IMM Guided Tours draws on a long professional trajectory in cultural tourism. Inés obtained her official tour guide accreditation in 1997 and has extensive experience working with international visitors.

She worked with Rick Steves’ groups for years, contributing to their experiences in Madrid and collaborating on the updating of his Madrid travel guidebook.

This professional experience, combined with her in-depth knowledge of the city’s cultural heritage, provides a strong foundation for creating visits adapted to different interests, nationalities and travel styles.

Our services include private guided tours of Madrid’s most important museums and monuments, as well as walks through historic neighbourhoods and excursions to destinations outside the capital.

We also offer opportunities to discover destinations such as Toledo, Segovia, Ávila, Aranjuez, Alcalá de Henares and El Escorial, allowing visitors to explore the historical and cultural diversity of the region and beyond.

One of the main advantages of choosing IMM Guided Tours is the possibility of adapting each experience to the visitor’s interests. Whether someone wants to discover Spanish painting, understand Madrid’s literary heritage or explore the city’s historic centre, itineraries can be organised around their preferences.

Our services are available in English, French, Italian and Spanish, making it easier for international travellers to enjoy their experience in a language they understand.

We have extensive experience working with individual travellers, private groups, educational organisations, travel agencies and companies looking for professional guiding services.

For travellers seeking guided visits to Madrid, choosing an experienced local guide means enjoying much more than a conventional sightseeing tour. It is an opportunity to discover the stories, people and historical events that have shaped the city through the knowledge of a professional who knows it in depth.

At IMM Guided Tours, our aim is to make every visit informative, engaging and memorable, helping visitors develop a genuine appreciation of Madrid and its cultural heritage.