Photo Credit: basiczto - stock.adobe.com
Madrid — the host destination for Northstar’s 2026 Global Incentive Summit — holds the title of the hottest spot in Europe, according to European Best Destinations 2026. Following is a sampling of many delights that gives the Spanish capital its crown of cool.
Credit: Ihab Henri - stock.adobe.com1. Royal Tour
The Royal Palace of Madrid, official residence of the Spanish royal family, is open to the public for both guided and self-guided tours. Be sure to wander through the Throne Room, with its frescoes by Giambattista Tiepolo; the Royal Armory, which holds centuries-old armor and weapons, and the stunning Hall of Mirrors.
Credit: ArTo - stock.adobe.com2. Market Stop
Peruse the sprawling and eclectic stalls selling everything from artisanal goods to vintage albums at El Rastro, the city’s famous market that also features numerous brick-and-mortar shops and eateries. Centered in and around the Plaza de Cascorro, the bustling market is open Sundays and public holidays.
Credit: chandlervid85 - stock.adobe.com3. Tapas Time
Indulge in tapas, the small-plate appetizers served in the city’s bars and eateries. The tasty bites include croquetas, olives, tortillas (potato omelets), jamón serrano (specialty cured ham) and patatas bravas (fried potatoes served with a spicy tomato sauce or garlic aioli). Pair your selections with a glass of Rioja red or Rueda white wine.
Credit: Art Johnson - stock.adobe.com4. Home of the Masters
Works by Raphael, El Greco, Peter Paul Rubens, Diego Velázquez and Francisco Goya are among the famous pieces on display at the Museo Nacional del Prado, Spain’s national art museum.
5. Gran View
Savor the spectacular views of the vibrant Gran Via, the city’s central avenue, over a glass of sherry at Picalagartos SkyBar, perched atop the NH Collection Madrid Gran Vía hotel. The space is available for private events.