Skål Madrid Celebrates Excellence at the 2025 Distinctions of Honour
On a crisp December evening, the elegant rooms of Espacio Madrazo filled with the familiar sounds of Madrid’s tourism community—greetings between old friends, the quiet anticipation that accompanies meaningful recognition, and the unmistakable energy of a city whose cultural heartbeat resonates far beyond its borders.
It was here, on 11 December, that Skål International Madrid hosted the 2025 Distinctions of Honour, a ceremony now in its third edition. Each year, the event shines a spotlight on institutions whose work enriches the identity of Madrid and enhances its reputation worldwide. This year, the celebration took a distinctly cultural tone: three of Spain’s most emblematic museums were honoured for their extraordinary contributions to the city’s global prestige.
The Reina Sofía: Where Modern Art Speaks to Today
The first award of the evening went to the Museo Nacional Centro de Arte Reina Sofía, a vibrant testament to Spain’s creative spirit. Known internationally as the home of Picasso’s Guernica, the museum is far more than a gallery—it’s a living forum where modernity, memory, and social reflection converge.
Representing the institution, Carlos Urroz, Director of the Institutional Office, received the distinction, symbolising the museum’s vital role in positioning Madrid as a leading hub for contemporary art and cultural dialogue.
The Prado: A Timeless Guardian of Europe’s Artistic Soul
No celebration of Madrid’s cultural landscape is complete without acknowledging the Museo Nacional del Prado, one of the world’s most revered art museums. With its majestic halls filled with masterpieces by Velázquez, Goya, Titian, Bosch, and Rubens, the Prado is both an artistic sanctuary and an international ambassador for Spain’s cultural legacy.
The award was accepted by Carlos Chaguaceda, Director of Communications, who highlighted the museum’s ongoing mission: to preserve Europe’s artistic soul while welcoming visitors from every corner of the world.
The Thyssen-Bornemisza: A Bridge Across Centuries
Completing the trio of honorees was the Museo Nacional Thyssen-Bornemisza, the luminous thread that connects Madrid’s “Golden Triangle of Art.” Few museums offer such an immersive journey through time—moving effortlessly from medieval altarpieces to impressionist grace, from pop art boldness to the quiet modernity of the 20th century.
Its director, Evelio Acevedo, accepted the award, a tribute to the museum’s unique capacity to harmonise European heritage with global artistic dialogues.
A Special Tribute: 25 Years of Tourism Journalism
The evening also included a heartfelt Special Mention to Eugenio de Quesada, President of Grupo NEXO, marking the 25th anniversary of Nexotur.com. Over a quarter century, Nexotur has become a reference point for tourism journalism in Spain—informing, connecting, and elevating an industry that thrives on knowledge and visibility.
A Gathering That Reflects the Spirit of Madrid
The ceremony drew a remarkable assembly of leaders: presidents of tourism associations, secretaries-general, directors, and senior professionals from across the industry—many of them members of Skål International, one of the world’s oldest travel and tourism organisations, founded in 1932 and now comprising more than 300 clubs worldwide.
Supported by the General Directorate of Tourism of the Community of Madrid, with the presence of Carolina Toledo, Deputy Director-General of Tourism Promotion, the event felt both celebratory and symbolic. In a season filled with commitments, this gathering managed to bring together the people who shape Madrid’s tourism landscape—united for an evening under the banner of culture, collaboration, and shared pride.
As the ceremony concluded and conversations flowed into a festive cocktail reception, one sentiment filled the air:
Madrid thrives because its culture speaks to the world—and the world listens.
