Mad for Madrid

Virtuoso’s annual Symposium in Madrid showcased a stylish city with cultural flair.

Nearly 400 executives from top travel agencies and providers gathered in Madrid last week at Virtuoso’s 31^st Symposium for a mix of thought-provoking meetings, engaging events in gorgeous venues, and a healthy dose of Spanish culture. Spain is the only country to host this event twice (Symposium was held in Barcelona in 2004).

The meeting kicked off with a welcome reception at the InterContinental Madrid, complete with dance performances, music, and huge pans of paella. During the next three days of business sessions at the hotel, attendees learned about the destination’s highlights from tourism board dignitaries; conducted networking sessions; and heard from futurist Nancy Giordano on trends shaping consumer behavior and the rise of “collaborative commerce,” which enables clients, advisors, and suppliers to share information for even better travel experiences.

Of course, it’s not all work. Food is central to any travel experience, and attendees dined in venues from the dramatically refurbished City Hall (at which the deputy mayor spoke to the group) to the Circulo de Belles Artes theater; the Casino de Madrid; the historic Westin Palace and Hotel Ritz; and the Quinta del Duque de Arco, a stunning palace just outside the city.

The group also had the opportunity to learn the flamenco, see the city with a photographer, tour the city’s esteemed museums, and more.

Special thanks to Made for Spain and Valesa Cultural Services, Virtuoso’s on-sites in Spain who tended to all the details, as well as the event’s many sponsors. Olé!