Madrid has overtaken Barcelona to become the most competitive tourist city among Spain’s 22 major urban destinations analyzed in the KentTUR 2022 report from the Tourism Excellence Alliance. The latest findings highlight Madrid’s strong performance across key tourism policies and outcomes, signaling a shift in the country’s urban tourism landscape.
The alliance notes that Barcelona, which led in the previous two years, slipped from the top spot in the latest assessment. The ranking now places Madrid ahead of Barcelona in a framework that compares how local policies are implemented in practice and rates each city against 64 distinct indicators that cover policy design, execution, and measurable results in tourism.
Valencia sits in third place, with some commentary from the association noting that the rankings reflect not only policy intent but how effectively those policies are operationalized on the ground. Seville advanced to fifth and Palma de Mallorca moved up to sixth, marking improvements since six years ago, while Málaga fell from its prior position by two places.
Beyond the top tier, the lineup includes Bilbao, Santiago de Compostela, Las Palmas de Gran Canaria, Valladolid, Gijón, Zaragoza, Santander, Granada, Salamanca, La Coruña, Alicante, Murcia, Burgos, and León. These cities collectively show movements up one place compared with the previous year, signaling ongoing shifts in local tourism strategies and outcomes.
Las Palmas de Gran Canaria, Valladolid, and La Coruña each recorded gains, with A Coruna rising by two positions, highlighting the dynamic nature of urban tourism performance in the region. The KentTUR report emphasizes that the top ranking does not automatically equate to optimal management and that lower positions do not necessarily indicate failure. The overall ranking represents a balance point among the entire set of indicators, illustrating how mid-ranked cities can outperform expectations when policies translate into tangible results.
In explaining the methodology, Exceltur clarifies that the metric is not a simple measure of prestige. It is a composite view that weighs the breadth and effectiveness of local tourism policies, their execution, and the measurable impact on visitation, spend, and sustainable tourism outcomes. The takeaway for policymakers and city leaders is clear: strong governance, practical implementation, and continuous improvement across multiple indicators drive competitive standing in today’s market.
As the assessment unfolds across Spain’s urban centers, the report underscores that successful tourism strategies hinge on coordinated efforts among municipal authorities, private sector partners, and community stakeholders. The resulting rankings offer a snapshot of how cities translate policy into experience, infrastructure, and competitiveness in a rapidly evolving travel landscape.