The capital of Spain is known worldwide for Real Madrid, tapas and obviously, the Prado, but Madrid is so much more… if you want to lose yourself in the old town in the right way you need a local partner who can give you the hints they’ve learned after more than 30 years working closely alongside their clients. We specialise in organising your incentives, product launches, corporate events, conferences and meetings throughout Madrid and the rest of Spain. You need us and we want you: let’s be partners!!

Calle Almagro 3
28010 Madrid
Tel:+ 34 91 574 6070

Ms Ines Rosa - Senior Project Manager 

Mr Jonathan Marco - Partner


Company   -   ITB Events DMC

ITB Events is one of the leading Destination Management Companies in Spain in the incentive and conference markets. In a country with four official languages and several dialects, it is important to have staffing that can guarantee expertise in the local areas. For that reason, we have offices in Barcelona (for eastern Spain and the Balearic Islands), Madrid (for the central and northern parts of the country) and Costa del Sol (for southern Spain and the Canary Islands).

Overview of Services:
We cover every aspect of organisation; from ground handling and transfers, to registration, hospitality desks, gala dinners and themed banquets. We manage the bookkeeping, project review and debriefing.

We have mastered the art of meeting management, thus ensuring that you will get the ideal venue, on-site inspections, speakers, support equipment and AV requirements.

We also understand the different aspects and requirements of incentives, for which our expertise is sought in this demanding type of business.

In addition, product launching is another important activity in our country. Our reputation in this field, particularly with car manufacturers is well known.

Mission Statement:
Our creative and innovative programmes have established our company as the #1 choice for many demanding major European and American companies. Since 1984, our main purpose has been helping our clients to reach their targets.

The very high, demanding standards that we require for our suppliers, even in the smallest of details, assures the success of your project. Let us help you as well.



Situated at a higher altitude than any other European Capital, Madrid is a city of wide avenues, stylish shops, excellent restaurants and a range of top class hotels; several of which offer extensive conference facilities. Museums and art galleries abound for the visitor with a cultural frame of mind, whilethose with a lighter outlook cannot fail to be impressed by the nightlife, ranging from disco to classical Spanish Dance.

An outstanding destination, sometimes overlooked in favour of Spain's coastal resorts.


DMC Programme Ideas

Day 1
Arrival at Madrid airport. Meet and greet by English speaking guide.

Transfer to the hotel, including a short sight-seeing tour of the city on the way, in order to get a first impression of the city. There are several different styles of architecture to be found in the Madria buildings and monuments - Medieval, Renaissance, Baroque, Neo-classical, Romantic and Modern). These styles of architecture may also be found in other districts where different socioeconomic groups reside, such as artists, students and antiquarians.

Drive along famous streets like the Gran Via and see pretty plazas (squares) like Plaza de España, Puerta del Sol, Neptune and Cibeles.

You will see the modern Madrid with its wide avenues like the Castellana and parks and gardens like the Retiro and Casa del Campo. Also included on our route are the "monumental" bullring and the Real Madrid Stadium.

Arrival at the hotel and time to freshen-up

Tonight, we suggest for a relaxed welcome, a typical Tapas Dinner in Madrid downtown, within restaurant Los Galayos. Located in the Plaza Mayor, this is one of Madrid’s highlights. This is a very animated square, where caricaturists, painters, musicians and locals alike populate this not to be missed spot. It’s possible to dine in an outdoor terrace on the square. The specialty of the restaurants is Tapas and we can brighten the meal with a band, playing Spanish songs from table to table. 

After dinner, return to the hotel.

Day 2
Morning departure from the hotel for a guided visit of one of the most important Museums in the world - the Prado Museum.  It is one of the most important art galleries in the World, situated within a splendid 18th century building. Spanish painting from the 12th to 18th centuries: Greco, Velazquez, Ribera, Murillo, Goya. Italian painting like: Fra Angelico, Raphael, and Venetian school. Flemmish school: Bosch, Rubens, Van Dyck. Dutch and English schools are also represented. Collection of coins, enamels, gold and silver work.

Afterwards, enjoy a different way to view the beautiful and historically significant city centre of Madrid:

Tapas Rally
Pedestrian Rally throughout the old town. We will provide different road-books to the participants of the group, so that every 8-10 persons have a different itinerary to discover, starting in the Austrian Quarter (historical part of Madrid), at the Plaza Mayor. This road book shows the direction the participants must follow in the Old Quarters of Madrid and also gives a brief explanation on some of the buildings and history as they pass by. During the itinerary, they will enjoy a drink and some Tapas in two typical taverns of the quarter, giving them the chance to mix with locals. Each mesón (Tavern) has its own speciality: Spanish potato omelette, deep fried squids, stuffed mushrooms, Spanish cured ham, etc... These Mesones have a superb atmosphere.

The road-book will end at restaurant La Posada de la Villa for lunch. This is a 3-floor house located in the old part of Madrid, built in XVII as a Typical Castillian "meson" with rustic and elegant decor. The restaurant offers the best roasted suckling lamb in town for Spaniards. Lamb is roasted in a 300-year-old granite oven sizing 3 meters of diametre.

After lunch, return to the hotel or enjoy free time in the city centre for shopping.

Evening departure from the hotel for dinner in one of the most well visited restaurants in Madrid, the Cafe de Oriente.The restaurant is located in the Plaza de Oriente, a pedestrian area, opposite the Royal Palace and next to the Royal Opera House and boasts the most elegant dining room - one of the old caves of the Royal Palace. With elegant & rustic decoration and a warm atmosphere it includes a private dining room that the King and the Royal Family were accustomed to visit. The restaurant is decorated in a 'Belle Epoque' style and offers an excellent selection of meat and fish dishes.  There is a coffee shop upstairs and in the spring and summer an outdoor terrace can be offered.

After dinner, transfer back to the hotel

Day 3
Morning departure from the hotel with bus and guide for the neighbouring city of Toledo, a place you cannot miss!

At 70 km away from Madrid, the Imperial city of Toledo is such a perfectly preserved medieval city that it has been declared a national and honored monument of the Humanity by UNESCO. It is superbly situated on a high hill and surrounded on three sides by the Tagus River. Toledo was the Visigothic Kingdom capital for more that 100 years and a very important Muslim city subordinate to the Caliphate of Cordoba for more than 3 centuries. Capital of the Reconquest from the XI century, Toledo was the Spain Capital till 1561.

We will visit the Gothic Cathedral and the Santo Tomé Church, where Greco's masterpiece "The Burial of the Count Orgaz" is displayed. We will walk through the winding streets of the Jewish Quarters and pass by the two existing Synagogues.

During the tour, we will make a stop for a wonderful wine tasting in a very special place: Adolfo’s wine cellars. These cellars date from the 12th century and are Jewish cellars which were recently discovered. Adolfo, the best Restaurateur in Toledo, has transformed its wine cellars to keep his wonderful wine collection.

After the tour, lunch will be served in a very special restaurant in Toledo: Cason de Los Lopez de Toledo. In the very centre of the medieval Toledo is located this imposing restaurant, in a building of the most pure Toledanian style of the 16th century.  Previously belonging to the well-known family of the Lopez de Toledo, all rooms are built around a patio. No other restaurant in Toledo combines ambience and cuisine so well. A vaulted foyer leads to a patio with marble statues, a fountain and abstract religious paintings; and in the dining room, delicately carved wood abounds, and everything gleams with polished detail. After lunch, free time to walk around or transfer back to Madrid.

Tonight, we're off for our Gala Dinner, suggested at Pedro Larumbe. This restaurant is integrated in a 19th century palatial mansion and is the former headquarters of the monarchical newspaper ABC. A historical-artistic monument which celebrated its hundredth birthday on September 21st 1996, it comprises the Salon Pompeyano (in Art Nouveau style), the salon Fundador and the Patio Andaluz.  The three areas have a combined seating capacity for 150 pax and feature Franco-Basque cuisine with a Mediterranean flair from one of the top chefs in Spain.

Day 4
Morning departure from the hotel for the last chance of shopping in Madrid: a visit to the Fleamarket! The “RASTRO” is the Madrilenian flea market and is open on Sundays and bank holidays. Located in the old part of the city, it occupies more than 20 streets and offers anyhting from craft ware, to a second hand car. In this area you will  find Puerta de Toledo Market - a commercial centre where you will discover the most well known Spanish fashion designers and most renowned antique shops in Madrid.

Afterwards, enjoy lunch in Las Cuevas de Luis Candelas. This is the  former city jail of Madrid in XVI century and is located in the wines cellar of the former Kings of Spain Palace in Plaza Mayor.

After lunch, depart from the restaurant directly to the airport for departure flight.


Suggested Sightseeing

Madrid City sightseeing (half day)
This tour comprises the most famous places to visit in Spain's capital city. The Prado Museum is a beautiful example of 18th Century neo-classical architecture and home of some of the most important museums in the world.

It holds an impressive collection of Spanish paintings, plus significant collections of Italian and Flemish art, as well as German and English paintings and some classical sculptures.

The Royal Palace, former residence of Spanish Royalty is an immense 18th Century structure forming one of the most beautiful palatial complexes in Europe. Inside one can admire examples of beautiful and elegant furniture, porcelain, tapestries, armour and paintings.

Escorial & Valley of the Fallen (full day)
The monastery at El Escorial is one of the most important architectural works in Spain. You will see the Pantheon of the Spanish Kings and an extensive library. Nearby is the valley of the Fallen - a moving memorial to those who died in the Spanish Civil War. Lunch is provided en route during the full day tour.

Segovia and Avila (full day)
Drive to Avila, known as the City of Stone and Saints and see the remarkable Cathedral St. Teresa's Convent, the Basilica of St. Vincent and St. Thoma's Convent. After lunch continue to Segovia with its Roman Aqueduct and Alcazar. Drive to La Granja to admire its Royal Palace, fountains and gardens.

Toledo (half or full day)
Drive along the highway south of Madrid to the Imperial City of Toledo. Toledo is such a beautiful and perfectly preserved medieval city that the entire area has been declared a national monument. Described as a Museum City and situated on a high hill, surrounded on three sides by the Tagus River, this ancient city remains much the same as it was centuries ago, with its narrow, winding streets and small squares from different periods. You will visit the Gothic Cathedral, Zocodover Square, the ancient gates to the city, the reconstructed home of the painter El Greco, the Alcazar (fortress), the 13th Century Santa Maria la Blanca Synagogue and Santo Tome Church, which houses El Greco's masterpiece. After a visit to see how damasquinado jewellery is made, lunch is taken in an old Palace.


Theme Party Ideas For Incentives

Capea and dinner 
A Capea is a bloodless bull fight, where audience participation is invited. Tapas (Spanish Hors d'oeuvres) and sangria are served whilst a Tuna band entertains. Dinner is served in the 200 year old wine cellars.

Castillian Dinner in Palacio de Negralejo 
Castillian Hacienda decorated in the XVIIIth Century style, old carriages set up in the house courtyard and staff dressed in themed costumes, with Castillian music and cocktails. Afterward a Castillian dinner is offered in a room converted from the original stables. We suggest a Spanish Classical Ballet as entertainment.

Verbena Evening 
A Verbena was a local fair celebrated in Madrid in olden times. Today a Verbena can be staged in a number of hotels. The ballroom is decorated with streamers, special lights and stalls. Guitarists and Tuna musicians entertain, guests enjoy a spectacular traditional buffet, folklore and dancing competitions.

Toledo excursion by steam train 
Activities onboard, such as a rural Spanish countryside family travelling with guests and creating funny situations, a Tuna Band will perform typical Spanish music and drinks are offered.


Convention Centres


Space – 10.000 m²
No of Rooms - 20 
People capacity – 1.100 pax


Space – 4000 m²
No of Rooms - 11 
People capacity – 1.909 pax


Space – 30.000 m²
No of Rooms - 28
People capacity – 1.900 pax


A Few Extra Touches

Tapas Tour
The authentic one: discover Madrid the only way that will make your stomach happy, by visiting the most famous tapas places around Plaza Mayor, and tasting a little something in each of then

Private visit of El Prado
Feel like the King of Spain in an evening experience with the masterpieces of the Spanish art only for your eyes

Authentic means unique
Visit the most famous tailoring for Bullfighters and Flamenco dresses. Learn how they’re made and try yourself some of the designs


Welcome Gifts


Specialist Groups

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