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This episode explores how Madrid has emerged as a global center for tourism governance after being chosen as the new headquarters of the World Travel & Tourism Council (WTTC). Beating major international rivals, the Spanish capital benefited from a favorable tax environment, strong air connectivity, and institutional support. Hosting both the WTTC and UN Tourism positions Madrid at the heart of global public–private decision-making, reflecting Spain’s shift from a holiday destination to a strategic leader in the world tourism industry.