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‘Everything is changing – how we live, how we entertain ourselves, how we explore and how we travel’.

Hector Coronel, Director of Tourism Madrid at the Forward_MAD

ZC attended the FORWARD_ luxury travel convention in Madrid with Fabian González, Forward_Travel founder and Hector Coronel, Madrid City Council’s Director of Tourism.

Reshaping the new era of luxury travellers, FORWARD_ is more than a vision and a mission. It is not a conference and it is not a fair. It is an event with the goal towards a positive change. The idea behind is to create an event that inspires the industry and connects the professionals and companies within it to transform today’s tourism into unique, authentic experiences while also being sustainable and respectful with local cultures and communities.

Placing Madrid as one of the ‘most relevant luxury travel destinations is a long-run target that requires the participation of both the public and private sector’ addresses Fabián GonzálezCEO de Forward_MAD. An international think tank that took place from the 13-15th October reuniting international and national experts with the purpose to set up common interests and strategies in order to position Madrid among top luxury city destinations.

The speakers reflected the key elements of the neo-luxury travellers where experiences and feelings are now priority together with health, safety and of course sustainability. Madrid has recently opened several luxurious hotels and shopping centres and faces new challenges and opportunities to promote the Spanish capital as a premium destination.


Forward_ is an international community and a space for debate to share knowledge, new ideas and new businesses.They function as a workshop to inspire, learn and connect, in which its purpose is to give shape to the ideas that will generate revenue, increase quality, surprise travellers and take tourism to the next level.

Forward_MAD is called to be the most relevant annual meeting in the Travel Industry for those professionals that develop their businesses in the segment of quality exclusive tourism with added value.