Madrid, June 4, 2026 – Almudena Maíllo, the Delegate Councillor for Tourism, underscored the significance of high craftsmanship as a defining characteristic of Madrid’s identity and a crucial factor in its international tourism appeal. Her remarks were made during the fifth edition of the Maestro Artesano Awards, organized by Círculo Fortuny at the Royal Collections Gallery.
Maíllo Advocates for Craftsmanship at Maestro Artesano Awards
The Maestro Artesano Awards celebrate the excellence and enduring legacy of artisans and brands committed to preserving traditional crafts with the highest quality standards. In her address, Maíllo positioned high craftsmanship at the heart of Madrid’s tourism strategy, asserting that the authenticity and artisanal knowledge embedded in these traditions are among the most potent attributes a destination can leverage to differentiate itself in the global market.
“What is handmade, what is well-made, holds immeasurable value. High craftsmanship is a Madrilenian hallmark that connects us to our past, builds our territory, and projects us internationally,” stated Maíllo.
Authenticity: A Top Attribute for Madrid’s International Appeal
The Councillor shared insights from a positioning study of Madrid across 11 international markets, which revealed that authenticity is the most valued attribute by visitors choosing the capital as their destination. This finding was further supported by the results of the first urban study on quality and sustainable tourism, conducted by Virtuoso, a leading global network of high-impact travel agencies. According to this report, high-impact travelers are drawn to Madrid by the quest for unique and unrepeatable experiences, with their spending on purchases being 2.4 times higher than that of the average tourist.
In this context, Maíllo highlighted Madrid’s status as the premier tax-free shopping destination in Spain, accounting for 49% of the country’s total purchases. She emphasized the central role played by quality craftsmanship in maintaining this leadership. The Councillor also connected this ecosystem of excellence with the revitalization of small businesses and centuries-old trades, arguing that it is the most demanding and long-staying travelers who best sustain and promote them.
Madrid’s Commitment to Sustainable and Quality Tourism
The focus on high craftsmanship aligns with Madrid’s broader strategy to attract a discerning tourist demographic that values authenticity and unique experiences. This approach not only enhances the city’s cultural offering but also contributes significantly to the local economy, particularly through increased spending on artisanal products and services.
The city’s efforts to promote its rich artisanal heritage are expected to further solidify its position as a top-tier international destination, appealing to travelers seeking more than just conventional sightseeing. By championing its master artisans, Madrid aims to offer a deeper, more meaningful engagement with its culture and history.
The event concluded with a renewed commitment from city officials to support and promote Madrid’s artisanal sector, recognizing its invaluable contribution to the city’s unique identity and its growing appeal on the global stage.
