Madrid, a destination full of incentives
13 March, 2024Whether it's attending a flamenco master class, getting behind the wheel of a Ferrari on the Circuito del Jarama racetrack, exploring the restoration studios of the museums on the Paseo del Arte (Art Walk)—a World Heritage Site—or taking a Spanish cooking class that includes a tasting session, Madrid has a surprising range of MICE offerings so unique that they turn any incentive trip into a one-of-a-kind experience. Here are some ideas to help you customize your corporate event.
Take to the stage in a flamenco tablao
Did you know Madrid has more tablaos, or flamenco venues, than any other city in the world? When planning an incentive trip, not only can you arrange for your group to enjoy a spellbinding flamenco performance at internationally renowned venues like Corral de la Morería, you can also book classes that will teach them the secrets of this magical art form, which UNESCO recognizes as part of the Intangible Cultural Heritage of Humanity. At some spaces, such as Las Tablas, participants learn flamenco techniques and rhythms before they choreograph their own pieces.
New venues like Flamenco de Leones attest to Madrid's thriving flamenco scene. Located at the iconic Puerta de Alcalá gate, it reclaims the spirit of Madrid’s old cafés cantantes, or “singing cafés”. Its tablao can hold 70 people and it offers a tasty selection of food. Another example is Teatro Flamenco, the first theater in the world devoted to the quintessentially Spanish art of flamenco.
Be utterly original: hold your event in a hotel
Madrid has welcomed the arrival of many high-end hotels in recent years, including the Four Seasons, the Mandarin Oriental Ritz, and The Madrid Edition. Other premium establishments have undergone renovations, such as the Rosewood Villa Magna. All of them are full of amenities that are perfect for an incentive trip. Their sophisticated event rooms, culinary experiences designed by top chefs, and spectacular gardens and rooftop bars with signature cocktails provide a one-of-a-kind experience.
Madrid’s hotels also hold some pleasant surprises that incentive travel organizers will love. Inside the Bless hotel there’s a bowling alley decorated in the style of a speakeasy, where informal meetings or product presentations can be held. The new UMusic Hotel Madrid, located in the building that houses the historic Teatro Albéniz, makes that space—which can seat almost 900 people—available for use. Another fun option is offered by the Hyatt Centric Gran Vía, which holds microtheater productions and culinary experiences in its Fénix Suite.
Get your sports adrenaline fix
Getting behind the wheel of a Ferrari on the Circuito del Jarama racetrack, taking to the skies in a helicopter, small plane or hot-air balloon to view the city from above, receiving tips from a pro while you golf, and getting swept up in the atmosphere of the horse races at La Zarzuela racecourse are some of Madrid's most adrenaline-packed experiences.
And if you’re looking to surprise a group of fans of “the beautiful game”, Madrid is your city. It’s home to two of the world’s most important stadiums: Santiago Bernabéu and Cívitas Metropolitano. The former offers the Real Madrid Experience, which features four areas including a museum devoted to the history of the team and the sport, a tour, immersive spaces, and the Sky Experience.
Meanwhile, Civitas Metropolitano, Atlético de Madrid’s home stadium, offers private boxes with the best views of the pitch, cooking demonstrations and a buffet designed by renowned chefs, as well as spaces that can host all sorts of events, ranging from fairs to concerts.
Enjoy Madrid’s cuisine while getting your hands dirty
In Madrid, you can find every style of Spain's world-famous cuisine. If you’re interested in sampling the city's traditional gastronomy, nowhere beats Botín, which is the oldest restaurant in the world according to the Guinness World Records. If, on the other hand, you want to enjoy Madrid’s fantastic avant-garde cuisine, the Food Hall in Galería Canalejas offers a range of innovative options. Its thirteen restaurants, which include renowned Michelin-starred establishments, will take any group on a true culinary journey.
Another way to discover Madrid’s cuisine in a more hands-on manner is in cooking classes and workshops. Many schools offer tailor-made experiences where participants can learn the secrets of the local cuisine, made from scratch. You’ll find all kinds of options, even experimental molecular cooking.
There are also spaces like A Punto, a bookstore in the area of Chueca which has culinary activities for groups that even include MasterChef-style competitive games.
Discover art from the inside
If it’s thrilling to view a work of art at one of Madrid’s more than forty museums, it’s even more so to do it on an original, customized guided tour. What would you think about your group getting an exclusive tour of the restoration studios at the Thyssen-Bornemisza or Prado museums? On your incentive trip to the Spanish capital, in addition to private tours of the top art museums, you can arrange for your group to discover art from the inside, getting a firsthand look at the work they do to preserve some of the world’s most important artistic treasures. When planning your itinerary, don’t forget options like the Royal Tapestry Factory, a historic manufacturer of rugs and tapestries whose workshops can be toured so that you can admire the work of its artisans.
Flamenco, gastronomy, art, hotels, sports, artistic experiences, culinary experiences, exclusive and adrenaline-filled experiences... Madrid has everything you need to make your incentive trip a one-of-a-kind, unforgettable experience. Because doing business in Madrid is always a pleasure!
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