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Convene at IFEMA Annually, and Through- in the Center’S Favor

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Convene at IFEMA Annually, and Through- in the Center’S Favor MADRID The Spanish capital is a melting pot of art, culture, and cuisine — and a rising star for international meetings and events. Madrid-Insert-p5d1_CD_mr_CD2.indd 1 11/5/13 11:15 AM MAD FOR MADRID Spain’s capital city is seizing the spotlight. By Jennifer N. Dienst Palacio Real hen I step outside Madrid–Barajas as well as a rapidly rising star for international meet- Airport early one October morning, ings and events. the sky is a nearly unbelievable shade Like its people, Madrid’s assets are diverse and many of perfect blue. The air is still and cool, (it’s the third-largest metropolis in Europe in terms of Wand it’s bright enough that I almost want to turn back multinationals). More than 350 museums and art gal- and go inside. After all, I’ve been awake for more than leries and 600 buildings classified as cultural heritage 24 hours straight, and I have another eight hours to sites fill its lively neighborhoods (called districts) — of go before I can finally shut my eyes again. But I’m in which there are almost two dozen — and its 15,000- Spain, one of my favorite places in the world, and as plus restaurants include nine that have earned Mi- my friendly driver speeds us through Madrid’s early- chelin stars (and 20 regionally). Madrileños (Madrid morning traffic and I see the softly rolling slopes of citizens), as well as most of Europe, rally behind Real Sierra de Guadarrama, I suddenly find myself wide Madrid, its hugely popular soccer team, and despite awake and grinning about the day to come. Spain’s recent recession, Madrid is steadily growing as It’s moments like this, of pure beauty and unpre- an economic stronghold. Its advancements in higher tentious charm, that make me fall in love with Spain education and scientific research — especially in bio- again and again. And this will happen repeatedly over technology and global telecommunications — are set- the next three-and-a-half days. The Madrid Conven- ting the pace for those sectors worldwide. tion Bureau (MCB) has brought me to this eclectic The reasons why Madrid is quickly gaining mo- capital city so I can discover why its melting pot of mentum as a world-class meetings destination are more than 6.3 million people has become the under- also diverse and many. This year, Madrid’s Interna- rated strong suit of Spanish art, culture, and cuisine, tional Congress and Convention Association (ICCA) 2 MADRID Madrid-Insert-p5d1_CD_mr_CD2.indd 2 11/5/13 11:15 AM NEW WORLD/OLD WORLD The United States is Madrid’s main source of tourism — in 2012, the city welcomed more than a half-million visitors from the U.S., which is also second, after Italy, in city ranking jumped to the No. 4 spot; after the global terms of the number of cities connected by recession in 2008, Madrid was at No. 22. The region’s direct flight to Madrid. accessibility is also key. With its central location in Europe, Madrid has more than 5,000 direct flights to the United States from Madrid–Barajas Airport, the ODDS AND ENDS country’s largest and busiest. Madrid is also afford- » Madrid is the third-most populated city able, especially when comparing restaurant checks in Europe, after Berlin and London. and hotel-room rates with those of other popular » Madrid is the second-best city in European cities. Europe for shopping, according to the And as I soon find out on my own, Madrid is safe, Globe Shopper City Index. walkable, and easy to get around via one of the » Madrid is home to the oldest world’s most comprehensive Metro networks. I find restaurant in the world, Casa Botín. it similar to my former home of New York City, where » As the epicenter of Spanish art and a spider web of neighborhoods, all with their own culture, Madrid hosts many of Spain’s personalities, offer something for everyone, whether largest events, including Madrid de it’s strolling through Madrid’s main crossroads of Cine-Spanish Film Screenings and Puerta del Sol, perusing the designer shops of the PHotoEspaña, the International Salamanca District, strolling and biking through El Festival of Photography and Visual Arts Retiro Park, or standing in front of Picasso’s master- of Madrid. piece Guernica, at Museo Nacional Centro de Arte Reina Sofía. MADRID 3 Madrid-Insert-p5d1_CD_mr_CD2.indd 3 11/5/13 11:15 AM Plaza Mayor Museo Nacional del Prado SEE AND DO the Literary Quarter is one of the city’s cultural oases, In terms of both geography and population, Madrid is with many prominent museums as well as the former quite large. The city is split into more than 20 districts, stomping grounds of 17th-century masters of Spanish and on my first day, my guide from MCB, which offers literature like Lope de Vega and Miguel de Cervantes. guided tours conducted in nine languages, walks me Nearby, in the Paseo del Arte district, Madrid’s near- through one of the most historic, the Hapsburg District. ly two-mile-long stretch of museums includes The The neighborhood is home to some of the city’s greatest Golden Triangle of Art — The Museo del Prado (mu- architectural treasures, like the Teatro Real opera house seodelprado.es), Spain’s national art museum; Museo and the Palacio Real — the Royal Palace. As we wander Thyssen-Bornemisza (museothyssen.org), one of the through Hapsburg’s narrow alleyways and softly lit world’s largest private art collections; and Museo Na- squares that date back to medieval ages, I see how Ma- cional Centro de Arte Reina Sofía (museoreinasofia.es), drid’s past and present exist in tandem. Buzzed crowds Spain’s national museum of 20th-century art. A num- spill out of tiny tapas bars across the street from con- ber of other cultural institutions can also be found vents that sell delicate cookies and pastas in the same along the way, including Biblioteca Nacional de Es- way they sold them centuries earlier. As we pass by the paña (the National Library of Spain, www.bne.es) and weathered wooden doors of Convento de Corpus Cristi, CaixaForum (convn.org/caixa-forum), a popular venue my guide explains that after ringing the buzzer, visitors for temporary art exhibitions. Close by, the 350-acre El pay for and receive their dulces, or sweets, via a built-in Retiro Park dates back to the early-16th century and is lazy Susan so the nuns stay unseen. one of Madrid’s largest green spaces along with Casa Crowned Spain’s capital in the 1560s, Madrid is de Campo, one of the largest urban parks in Europe, steeped in history that dates back even further, to the with more than five times the space of New York City’s ninth century. Madrid’s plazas and squares — like Central Park. Fun fact: Madrid is the European capital Plaza Mayor, one of the city’s most well-known and with the most hours of sunlight and the most green visited — have witnessed much of the city’s timeline spaces, so groups that enjoy getting outside will have as stages for everything from bullfights to corona- plenty of opportunities to do so. tions. Currently, Plaza Mayor is lined with tourist-filled I spend a leisurely afternoon exploring Museo tapas bars and souvenir shops, but its ornate facades, Thyssen-Bornemisza on my own, stopping to sip an colorful frescoes, and elegant colonnades alone are espresso in the garden-adjacent café and scan its worth the stroll. The district is just one of many historic well-curated gift store, which sells a high-end selec- neighborhoods found in Central Madrid. Next door, tion of locally made gifts. Unique in the fact that the 4 MADRID Madrid-Insert-p5d1_CD_mr_CD2.indd 4 11/5/13 11:15 AM SPAIN RISING “We are already the No. 1 tourism destination within Europe, and that’s why Museo Nacional del Prado we are working hard to show the American Santiago Bernabéu Stadium market all of our competitive advantages, from the unique culture to the great climate and transportation network,” said museum started as a pri- Jorge Rubio Navarro, Director and Consul executive and VIP seating vately owned collection for Tourism Affairs, Tourist Office of Spain areas make memorable in the early-20th cen- in Chicago. “Because once Americans visit, experiences for confer- tury, the current collec- they love it, and they come back.” ences and incentive tion has more than 1,200 groups. Team-building paintings, from modern- activities can include ists like Piet Mondrian IF THE ZAPATO FITS penalty-kick shootouts, to Baroque masters like Handmade espadrilles have been a staple and events can be com- Caravaggio. The muse- for madrileños for centuries. Visitors can bined with a guided tour um’s two buildings have purchase their own pair for five euros and and visit to the stadium’s been fused into one and pick them up at one of many shoebox-sized three-story gift shop. are works of art in them- shops around the city. Plenty of treasures selves. For private events, also exist just outside city a 187-seat auditorium of- limits. Madrid is the only fers excellent visibility city in the world to have and acoustics, and the Central Hall at the entrance six UNESCO World Heritage Sites within an hour’s of Villahermosa Palace, with its 50-foot ceilings and a drive. The medieval city of Toledo is among the best dramatic Tintoretto painting, is ideal for galas. historical examples of its kind, demonstrating how My second day in Madrid, I discover the city’s Christianity, Judaism, and Islam have created a melt- sportier side while visiting Santiago Bernabéu Sta- ing pot of influences in the region, while Segovia has dium — home to Real Madrid Club de Fútbol (convn.
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