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The Madrid Tourism Board has named Newlink as its Agency of Record in the United States and Canada

by | Jun 28, 2022

Newlink, an internationally recognized consulting firm based in Miami with offices throughout Latin America and Europe, has been named the strategic communications agency of record for the Madrid Tourism Board in the United States and Canada. The agency will spearhead promotional activities, public relations, and marketing efforts, for the premium, corporate, associative, and incentive travel segments.

“We are pleased to partner with Newlink to drive awareness of Madrid’s luxury travel offering while elevating the position of our destination within the North American Market,” said Almudena Maíllo, Councilor of Tourism of the Madrid City Council. “The agency’s results-driven approach and demonstrated excellence in the tourism industry will be key to reinforce our promotion efforts in the United States and Canada.”

The Spanish capital is renowned for its wondrous gastronomy, captivating culture, and lively streets. Madrid offers travelers a wide variety of attractions to visit along with stunning historic sites and museums, including the Puerta de Alcalá, Toledo Gate, Monument to Alfonso XII in El Retiro Park, Prado Museum, National Archaeological Museum, and more.

As the second largest city in the European Union, Madrid welcomes premium incentive travel. In 2021, the city received the title of World’s Leading Meetings & Conference Destination at the World Travel Awards for the third consecutive year. This recognition awarded by industry professionals highlights the quality and competitiveness of Madrid as a destination and its commitment to keep active a sector that accounts for almost 14% of the total tourism received by the capital.

“The United States has positioned itself as the most important and fastest growing market for the city. During the first four months of 2022, Madrid welcomed 140.000 travelers from the United States which shows an increase of 95% compared to the same period last year,” said Héctor Coronel, Director of Tourism of the Madrid City Council. “Our goal is to showcase the tourism offer and extend the average stay to continue positioning Madrid as a benchmark destination for premium travel.”

“Newlink is proud to represent Madrid – one of the biggest players in Europe, and we’re eager to launch multiple marketing and communications initiatives to create meaningful connections between the city and its desired target categories,” said Teresa Villareal, Senior Vice President and Head of the Tourism Practice at Newlink Group.


About Madrid Tourism Board

The Madrid Tourism Board is responsible for managing and promoting tourism in the city of Madrid. Its mission is to create incentives for this driver of economic, social and cultural development in the capital by optimizing the use of the City Council’s economic resources with public/private collaboration as the main tool. With a strategy outlined in the 2021-2023 Strategic Tourism Plan that aims to attract higher quality tourism with a greater economic impact which is safe and sustainable, making use of tools like digitalization and new technology to position Madrid as a benchmark for leadership in tourism. To learn more, visit www.esmadrid.com/en.

About Newlink

Newlink is an internationally recognized consulting firm headquartered in Miami with offices in the Dominican Republic, Peru, Mexico, Argentina, and Spain. Founded on the principles of collaborative consulting, Newlink’s Orbital Thinking approach to strategy has helped the company build a solid reputation transforming organizations through the company’s various areas of expertise: Tourism, Health and Wellness, Reputation Management, Public Affairs, Social Marketing, Multicultural Marketing, Branded Content, Business Insights, Business Transformation, Integrated Production, and Creative & Branding. To learn more, visit www.newlink-group.com.

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