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?

Related work from Saffron

Apart from investigating city brands, we make brands memorable across strategy, design and product.

Serveo - Energy & Industrial

A new brand for a leader in facility managementExternal

Top 20 Nº1

New York City

Big business in the Big Apple

Riyadh

A global hub, in progress

Leader in Delivery Nº5

Osaka

From Edo to Expo

Top 20 Nº6

Singapore

A most singular city-state

Leader in Promise Nº15

Mexico City

Local authenticity vs. global allure

Lagos

An African megacity takes off

Leader in Experience Nº3

Auckland

Progress and potential in the Kiwi capital

Leader in Promise Nº3

São Paulo

A promise of everything for everyone

Leader in Promise Nº11

Cape Town

Start local, go global