Alessandra Alonso
Founder. Women in Travel CIC.

Suzanna Chiu
Head of Amadeus Ventures. Amadeus IT Group

Héctor Coronel
General Manager. Madrid Tourism

Quentin Desurmont
President. Traveller Made

José Carlos Díez
Partner. LUAFund

Borja Escalada
CEO. RHL Properties

Linda Fox
Senior Reporter Phocuswire

Juan Galiardo
Head of Spain, Uber.

Philippe Gombert
President. Relais & Chateaux

Raul González
CEO. Barceló Hotels & Resorts

Issam Kazim
CEO. Dubai Corporation for Tourism

Tracy Lanza
Head of Global Branding and Marketing, The Red Sea Development Company and AMAALA

Christina Lawford
Founder & Managing Director at DiamondAir International & Evolvecar

Joan Lladó
Co Founder &CEO, Stay App

Celia Muñoz Espin
Sales Strategy and Europe, Middle East, USA & Asia Sales Director Iberia

Javier Marín
CCO, Renfe

Luis Martín
General Manager, Tourism Community of Madrid

José Carlos Martínez
CEO. Consultia Travel

Carlos Matallana
Commercial Development Director. Gestair

Carlos Mateo
Senior Digital Transformación Specialist, UNWTO

Emilio Mora
Managing Director, Travel. Minsait

Víctor Navarro
Founder & CEO. Different Roads

Andreas Nüssel
Managing Director, Europe. Silversea Cruises

Nick Pilbeam
Founder & Managing Director, Reficere Consulting International.

José Antonio Pinilla
President. Asseco Spain Group

Chris Pomeroy
CEO, ITG Spain.

Zain Richardson
CMO. Aero

Juan Rodero
CEO. Starclass

Enrique Ruiz de Lera
Director Partnerships & Destination Marketing. Value Retail

Miguel Sanz
General Director, Turespaña

Aaron Simpson
Cofounder, Quintessentially

Petra Stušek
President, European Cities Marketing

Stephen Winter
Director of International Sales. Ponant Cruises


Forward_MAD is avant-garde. And being part of this event means riding on top of this wave of avant-garde by entering a community with a vocation for putting commitments into practice with high quality tourism of high added value, for exploring new business opportunities and expanding your marketing and commercialization channels.

For further information about partnerships opportunities please send a mail to

Topics On The Table

13-15 october, 2021. Madrid
Wednesday, (pre-event)
20:30 pm
Welcome cocktail
Thursday, day one
09:00 am
09:30 am
Wake Up Call
09:40 am
Opening Ceremony
Ion Vilcu, Director Affiliate Members Department. UNWTO
Almudena Maillo, Concejal de Turismo. Ayuntamiento de Madrid.
Luis Martín, General Director of Tourism Comunidad de Madrid
10:00 am
Keynote: Chasing the Uniquecorn: finding the neoluxury traveler
Chris Pomeroy, CEO, ITG Spain
10:20 am
What is actually a premium destination, challenges and opportunities
MOD: Yolanda Serra, Global Director, International Executive Programs. IESE
Miguel Sanz, General Director. Turespaña
Tracy Lanza, Head of Global Branding and Marketing,
The Red Sea Development Company and AMAALA
Issam Kazim. CEO, Dubai Tourism.
11:00 am
The Playground (Networking Break)
11:45 am
Up in the air: Elevating flight experience
MOD: Emilio Mora, Director Travel. Minsait.
Celia Muñoz Espin, Sales Strategy and EU, ME, USA & Asia Sales Director. Iberia
Carlos Matallana, Commercial Development
Director. Gestair
12:45 pm
The Playground (Networking Lunch)
14:30 pm
In the spotlight: an interview with hoteliers
MOD: Vicky Vilches,
Philippe Gombert. President. Relais & Châteaux.
Raul González, CEO. Barceló Hotel Group
15:00 pm
How is it made? Roadmap to success
Adapting mobility to the new luxury traveller: Juan Galiardo, Head of Spain, Uber.
Transforming Destinations. Luis Martín, Gen Dir. Tourism Comunidad de Madrid
From Data to Profit: José Antonio Pinilla, President. Asseco Spain Group
Designing Luxury train journeys. Javier Marín, CCO, RENFE
16:00 pm
In the spotlight: an interview with Luxury Cruises Execs
MOD: Juan Rodero. CEO. Starclass
Andreas Nüssel, Managing Director Europe. Silversea Cruises
Stephen Winter, Director of International Sales. Ponant Cruises
16:30 pm
The Playground (Networking Break + Showroom)
17:15 pm
Tech4Travel: How to make travel sustainable
Fran Beneditto, CEO. ClimateTrade
17:40 pm
The Wine confessions by Abadia Retuerta: Reinventing Travel
MOD: Enrique Ruiz, Director Partnerships & Destination Marketing. Value Retail
Nick Pilbeam, Founder & Managing Director. Reficere Consulting International
Christina Lawford, Founder & CEO. Diamond Air International
Zain Richardson, CMO. Aero
18:30 pm
19:30 pm
A different Gala Dinner
Friday, day two
09:00 am
Check-in Morning Coffee
09:30 am
Wake Up Call
09:35 am
Keynote: The imperative of inclusion
Alessandra Alonso, Founder. Women in Travel CIC.
10:00 am
Startups Shark Tank
Linda Fox, Senior Reporter, Phocuswire.
José Carlos Díez, Partner. LUAFund
Suzanna Chiu . Head of Amadeus Ventures.
Carlos Mateo, Senior Digital Transformación Specialist, UNWTO
11:30 am
Reshaping the new era of travel. A roadmap to elevate travel
Héctor Coronel, Managing Director, Madrid Tourism
11:45 am
The Playground (Networking Break)
12:30 pm
L’aperitivo by Abadia Retuerta: Defining neoluxury
Aaron Simpson, Co-Founder. Quintessentially
Quentin Desurmont, President. Traveller Made
Borja Escalada, CEO. RHL Properties
13:30 pm
Closing ceremony
Fernando Valdés Verelst, Secretary of State of Tourism
13:45 pm
End of Forward_MAD


  • Abadia Retuerta LeDomain
  • AEHM
  • Aero
  • Alma de AOVE
  • Amadeus Ventures
  • Andalucía Lab
  • Barceló Hotels & Resorts
  • Bless Hotel Madrid
  • B The Travel Brand
  • .
  • Casa Loewe
  • Cagide Consulting
  • Caprichos del Paladar
  • CEOE
  • Círculo Fortuny
  • Clé de Peau beauté
  • Colliers
  • Condé Nast Top Travel
  • Consultia Travel
  • Coolrooms Hotels
  • Copco Travel
  • .
  • Derby Hoteles
  • DiamondAir International
  • Different Roads
  • Distrito 41
  • Dubai Corporation for Tourism
  • .
  • eMascaró
  • Estadio Santiago Bernabeu
  • EuroBound
  • European Cities Marketing
  • Exclusive Spain Tours
  • Expedia Group
  • .
  • Far and Away Travel
  • FIS Global
  • Focus on Women
  • Friendly Planet
  • Frosch
  • .
  • Galería Canalejas
  • Gestair
  • Gran Hotel Inglés
  • GSAR Marketing
  • GTT International
  • .
  • Hanjin Travel
  • Hilton Hotels
  • Hipódromo de la Zarzuela
  • Hotel Emperador
  • Hotel Heritage
  • Hotel Intercontinental Madrid
  • Hotel Orfila
  • Hotel Palacio del Retiro
  • Hotel Santo Mauro
  • Hotel Urban
  • Hotel Urso
  • Hotel Villarreal
  • Hotusa Group
  • Hyatt Regency Hesperia Madrid
  • .
  • Iberia
  • IESE
  • Imagina Travel
  • Isolee
  • ITL World Travel & Tourism Co
  • .
  • JTB
  • Kamapeque Tours & Travel
  • Kanoo Travel LLC – AMEX-Dubai
  • Kuoni Tumlare
  • LUAFund
  • Luxury Rentals Madrid
  • Luxury Spain
  • .
  • Made for Spain and Portugal
  • Madrid Destino
  • Mandarin Oriental Ritz Madrid
  • Marriott Int – Autograph Hotels
  • Melia Hotels Int
  • Miracolo Tours Inc.
  • Museo del Prado
  • Museo Thyssen-Bornemisza
  • .
  • NH Hotels
  • Nirvana Over The World
  • Ocean Drive Madrid
  • OPC Spain
  • .
  • Palladium Hotel Group
  • Paradores
  • Patrimonio Nacional
  • Patrimonio Comunal Olivarero
  • Phocuswire
  • Platea
  • Ponant Cruises
  • .
  • Quintessentially
  • Quirón Salud
  • .
  • Radisson Hotel Group
  • Ratio Events & Travel
  • Reficere Consulting International
  • Regency Travel and Tours
  • Relais & Chateaux
  • RHL Properties
  • Rubicon Advisors
  • .
  • Savills Aguirre Newman
  • Serawa Hotels
  • Six Senses Ibiza
  • Shiseido
  • Silversea Cruises
  • Sociedad Geográfica de las Indias
  • Sotheby’s
  • Spain Collection
  • Spain Top
  • Starclass
  • Stay App
  • .
  • Tailor Made Concierge
  • Tailored Spain
  • Tumlare/Kuoni
  • The Prestige Collection
  • The Sphere Boutique Corporate Agency
  • The Red Sea Delopment Company
  • Thomas Cook India
  • Traveller Made
  • Travellife DMC
  • Turespaña
  • Turismo de la Comunidad Madrid
  • Turismo del Ayuntamiento de Madrid
  • .
  • Uber
  • Único  Hoteles
  • .
  • Value Retail
  • VP Hoteles
  • Women in Travel CIC

Sponsors & Exhibitors




Madrid will host, in October 2021, the second edition of this global travel industry event: Forward_MAD. The Spanish capital is a symbol of the transforming power of quality tourism, is an urban destination acknowledged around the world thanks to its history, its cultural heritage, its gastronomy, its endless opportunities for leisure and its commitment to adopt a sustainable model for the city.

> Program and Activities
Each Forward_ edition will have four areas that will be interpreted according to the local nuances and features of each host country. These are the movable parts:

· FORWARD_MINDS: The brightest and most innovative local minds in travel and related sectors will lead a Think Tank aimed at addressing tourism challenges and designing traceable roadmaps to raise global tourism offerings and host destinations.

· FORWARD_STAGE: Inspiration is the engine of the central stage of Forward_MAD, that will host talks, keynotes and executives interviews before the eyes of professionals from various sectors and investment capital. This will be the bridge that will help to transform ideas into business opportunities.

· THE PLAYGROUND: This space will be devoted to open innovation, by fostering organic, spontaneous and direct conversations among attendees to encourage them to discover products and services, explore new businesses and tools, as well as potential partners and suppliers.

· EXPLORE THE CITY: The host destination will design, along with the organization, unique and personalized activities, so that attendees will be able to discover what makes the city that hosts Forward_ special and unique.

Forward_MAD will feature its own unique and particular view, with a series of keynotes, activities and areas that will amaze, surprise and encourage conversation, discovery and fun.


Forward_MAD is the event you have always wanted to attend: practical, thorough, significant, fun, surprising… And not only for its new formats, but also for the opportunities to find common interests among professionals from different places in the world, in a casual setting yet with the objective of facilitating a personal connection, and by extension, a close connection with your business.

Understand how luxury has changed as a concept, as a product and as the starting point to recreate travel experiences – from inspiration to planning, in destination activities and the return home. At Forward_MAD we will see, from the experience of C-Level professionals and experts from different segments, how luxury has become a statement about individuality, and how all brands and destinations explore the most effective paths to lining up their proposal of value with travelers’ aspirations and needs.

Forward_MAD will recreate a common vision about exclusive and high quality travel and will lay on the groundwork to turn ideas into business opportunities, instilling professional and business synergies, open innovation and cooperation. More ideas, more revenue and more growth.

We want you to stop looking at what’s happening onstage and that you start looking around you, at whomever is seated next to you. Each section of Forward_MAD will be designed to accomplish it. You will not have a calendar full of meetings but, instead, full of open and relaxed spaces that spur conversation in a natural and spontaneous way, as well as ideas and inspirations.



Forward_ had designed different alternatives of cooperation and sponsorships, conceived to move, arouse curiosity and leave an indelible mark in the public and the travel community. Our team of Partnerships will advise you, will adapt each formula to your needs and will analyze unconventional proposals that may fit the spirit of the event.

All sponsors will feature, as a trade-off, their logo on all pages of the event website, except for the Home Page and on the partnerships section of the App and Web. Also, you will have free access invitations for members of your company and registration invitations for those companies or partners that you may deem should be part of the community.


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