The World Business Forum, organized by WOBI, will return to Madrid on November 17–18, bringing senior executives and internationally recognized experts to the Palacio Municipal de IFEMA MADRID. The Spanish capital will be one of six destinations included in the forum’s 2026 international program, which will also visit five other major cities, including New York, reinforcing Madrid’s position within the global circuit of major business and leadership events.
Held under the theme “Transcend,” the Madrid edition will examine how companies can move beyond resilience and build organizations prepared for long-term growth and transformation. Its speaker lineup includes several prominent figures from the U.S. business, technology, and leadership landscape, including Zack Kass, global AI advisor and former Head of Go-To-Market at OpenAI, which recently announced plans to open an office in Madrid; Rita McGrath, professor at Columbia Business School and an authority on growth strategy; Daniel Goleman, known internationally for his work on emotional intelligence; and ten-time Olympic medalist Carl Lewis.
Madrid’s ability to attract international forums of this scale is supported by a mature and expanding business-events ecosystem. In 2025, IFEMA MADRID hosted a program comprising 75 professional trade shows, 14 congresses, 46 major leisure events, and 566 conventions and other gatherings. Its activities brought together 27,670 exhibiting companies, with international exhibitors representing more than 22% of the total. The venue has also hosted major corporate events such as the AWS Summit Madrid, attended by approximately 9,000 participants.
North American visitors accounted for 9% of IFEMA MADRID’s international attendance, highlighting the venue’s reach among U.S. and Canadian business audiences. This international profile strengthens Madrid’s value as a meeting point for companies seeking to connect with decision-makers from Europe, North America, and Latin America through a single business destination.
This capacity to attract international audiences is also generating opportunities across the wider events value chain, from production and experiential marketing to sports, entertainment, and corporate communications. In March 2026, U.S. experiential marketing agency Jack Morton Worldwide launched its Iberian operation from Madrid, covering Spain and Portugal. The move followed the opening of a new Madrid office by Wasserman in 2025, strengthening the company’s presence in the Spanish market.
These corporate expansions illustrate the broader economic impact of Madrid’s international events sector. Its connectivity, modern venues, corporate base, skilled professionals, and ability to attract global audiences are creating opportunities not only for event organizers, but also for the companies that design, produce, market, and support international business experiences.