Top 20 Nº20
Madrid
The sky’s the limit
Madrid in our Top 20
Over the last decade, Madrid has evolved into a harmonious blend of heritage and modernity. Vibrant and affordable, it’s home to an emerging tech sector and some of Europe's top business universities. The city is a culturally rich destination, experiencing shifts in workforce, quality of life and economic vitality reflected in its standing at 20th overall in this year's study.
6million inhabitants
3rdlargest city in the EU
16%Latin American population
LATAM’s European capital
The transformation of Madrid into an emerging tech destination with premier business universities is the result of changes in the workforce and a €69.5 billion green transition plan. Despite difficulties with crime and congestion, a recent surge of migration from Latin America has increased the city's attractiveness for foreign businesses. Madrid's global standing depends on addressing issues of inequality, infrastructure and technological development.
Madrid’s world-class status hinges on its Experience and Delivery
A bright future ahead
The Spanish capital’s Experience and Delivery scores point to the need to address inequality and enhance infrastructure. As Madrid welcomes new talent and entrepreneurs, it must harness its Promise ranking to secure itself as an attractive global destination.
Can the ‘Latin America of Europe’ teach other capitals about the benefits of immigration?
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Apart from investigating city brands, we make brands memorable across strategy, design and product.