During this presentation, the main short-term challenges facing the Madrid destination and its hotel sector will be addressed. Highlighting the support measures that will be necessary to guarantee the survival of the sector, the opportunities that should be given maximum performance to reactivate demand and how the recovery and reinforcement of Madrid’s competitive position in the national tourism market should be carried out. as international in its main segments (MICE, cultural, …) taking into account the differentiating value proposition compared to the main competitive destinations, the destination management from the point of view of public-private collaboration and the new tourism model for the future facing the industry.