Southern European Renaissance

These Southern European capitals rise into the global Top 20, one leading with ancient grandeur, the other with modern vitality. Together, they show how heritage cities can keep pace with a fast-changing world.

While Rome draws millions with timeless monuments and cinematic charm, Madrid wins hearts through quality of life and inclusivity. Their contrast is clear, but their success is shared.

Rome’s brand is instantly recognisable, powered by its status as a living museum. But that strength can also hold it back. The magic of its piazzas, cobbled streets and café bars is undeniable but infrastructure and digital services still lag behind.

Madrid tells a different story: vibrant, liveable and socially open. With walkable streets, strong gastronomy and a confident sense of self, it invites visitors to live like locals.

In terms of infrastructure, Madrid leads on modernity, with efficient transport, smart services and a focus on sustainability. Rome lags in systems but leads in sensation, delivering unforgettable emotional experiences.

Rome must modernise the magic, pairing timeless experiences with smoother delivery. Madrid needs to brand the vibe, turning its easy lifestyle into a promise as iconic as its energy.