The fourth edition of Coming Up!, organised by SIE, Spain is Excellence, consolidates Spain as a world reference in tourism.
Madrid became the centre of global tourism excellence between 30 March and 4 April 2025, when the Spanish capital hosted the 69th International Congress of the World Tourism Organization (WTO). Les Clefs d'Or. This major event, which brought together more than 400 concierges of the best hotels in the world, consolidated Madrid's position as an international benchmark in luxury tourism.
SIE, Spain Is Excellence as a leader in the promotion of quality tourism in Spain, was honoured to be a key partner in the organisation of a series of exclusive activities for attendees, standing out for its commitment to excellence and personalisation in the tourism offer.
On 31 March, attendees at the 69th International Congress of the Les Clefs d'Or enjoyed a unique cultural day organised by SIE, Spain Is Excellence . With a focus on Madrid's artistic and cultural richness, SIE designed a customised tour of the city centre, allowing the world's leading concierges to explore some of the city's most emblematic sites, from the most important museums to palaces of enormous historical value.
Prado Museumone of the most important art galleries in the world, famous for housing the masterpieces of artists such as Velázquez, Goya, El Bosco and Rubens. Attendees were able to admire some of the most valuable collections of European painting, in a guided experience that allowed them to understand the historical and cultural richness of Spain.
Reina Sofía Museumthe benchmark for contemporary art in Spain. This museum, home to the famous Guernica by Picasso, gave visitors the opportunity to immerse themselves in 20th century art and discover how Spanish artists have influenced the international scene. Attendees were also able to enjoy other great works by Dalí and Miró, two of the great icons of surrealism and modernism.
Royal Collectionsa testimony to the historical legacy of the Spanish Crown. This collection of treasures, which includes both art and historical objects of enormous value, offered the custodians a unique insight into the history of Spain and its monarchy.
Liria PalaceThe palace is the residence of the House of Alba, one of the most important families of the Spanish aristocracy. Attendees were able to tour this majestic palace, admiring its baroque-style architecture and enjoying one of the most prestigious private art collections in the country.
The visit, which was accompanied by expert guides and the team from SIEoffered participants a complete and unique experience in the heart of Madrid.
On 3 April, as part of the 69th International Congress of Les Clefs d'Oran exclusive gala dinnerorganised in a sophisticated environment in the Cibeles Palacean emblematic venue in Madrid. The dinner was a unique opportunity to foster networking and the exchange of experiences among the world's most prestigious concierges, who shared their vision on the evolution of luxury service and best practices in the hospitality sector.
Ana AlonsoCEO of SIE, Spain Is Excellence attended the dinner, further consolidating the relationship between SIE y Les Clefs d'Ortwo entities that promote excellence in the tourism sector.
The 69th International Congress of Les Clefs d'Or in Madrid has marked a milestone in the promotion of luxury tourism in Spain. With the collaboration of SIEThis event has served to reinforce the image of Madrid as a destination of excellence, where the most demanding travellers can enjoy unique and incomparable experiences.
The presence of SIE at this event was a further demonstration of its commitment to the high-end tourism sector. In the future, SIE will continue to work with Les Clefs d'Or and other players in the sector to continue to raise the quality of tourism in Spain, offering travellers an exclusive and personalised offer that guarantees unforgettable memories.
Undoubtedly, the relationship between SIE y Les Clefs d'Or will continue to be a cornerstone in the promotion of luxury tourism in Spain, consolidating the country's reputation as a destination that not only meets but exceeds the expectations of the most demanding tourists.
The fourth edition of Coming Up!, organised by SIE, Spain is Excellence, consolidates Spain as a world reference in tourism.
From 16 to 20 September, SIE welcomed an exclusive group of six high-level agencies.
Santa Casilda: the light of the Spanish Baroque in the Thyssen-Bornemisza Museum
Saint Casilda, painted by Zurbarán around 1635, is a jewel of Spanish Baroque art. In the Thyssen-Bornemisza Museum it dazzles with its
