The Plan contemplates digital transformation as an essential change to promote the future of tourism. Big data and technology must become our great allies to attract tourism of the highest quality and economic impact in a safe and sustainable way. Likewise, we must generate products that help enhance the value of all our tourist heritage, adapting it to the preferences of each traveller, personalizing their experience and turning Madrid into a model of tourism leadership.

Strategic Tourism Plan 2020 - 2023 Madrid wants to make a specific effort in sustainable tourism, understood from an economic, social and environmental point of view. We must take advantage of the arrival of large hotel chains in the "premium" segment in Madrid with the opportunities that this offers, and that will require new work strategies, with an approach focused more on quality than quantity, differentiating experiences and receiving visitors who leave a positive mark on the entire value chain and who are committed to the destination.