Madrid is attracting the attention of international capital. According to the “European Investor Intentions Survey 2024” prepared by CBRE, the Spanish capital occupies third place in the ranking of European cities with the greatest prospects for real estate investment. From your perspective, in what other dimensions, apart from that of real estate investment, is Madrid standing out as a city?

Precisely from Madrid Futuro we have recently published a “Diagnosis on the state of the city”, a benchmarking report with other cities in the world, which reflects the good moment that Madrid is going through in terms of economic dynamism. Indeed, we are leaders in real estate investment, but we also occupy 7th place globally in business and investment activity and we are among the top 10 cities in the world in attracting foreign direct investment (FDI). Another dimension in which we stand out is in Habitability and Affordability, occupying 6th place globally: compared to other cities, Madrid continues to have more affordable housing, a longer life expectancy and is a safe city. Similarly, we stand out in Transport and Digitalisation, occupying 3rd place worldwide in urban transport systems and 5th city with the highest fixed internet speed in Europe. We are also in 9th place worldwide in Experience and Dynamism, thanks to the cultural, gastronomic, leisure and shoppingg offer, as well as the conviviality of the city due to the quality of the urban space, the green spaces and the ability to be explored on foot.

What is the city's competitive advantage over other European cities? And where should it focus to remain attractive and attract capital?

Madrid is Europe's gateway to Latin America, and it is this bridging role that is generating a unique economic and social ecosystem. Furthermore, from the point of view of expatriates, Madrid is the 2nd most valued destination after Dubai, which translates into Madrid's ability to attract international companies. However, the report shows us that there is a significant gap between perception and performance of Madrid, which means that we do things better than we explain to the world. Those who know us rate us as the 3rd best city and yet those who do not know us only rank us in 16th place, so we are missing out on great opportunities among new investors. This shows us the need to build the narrative of momentum from Madrid, to tell the world what is happening in Madrid. This is one of our new lines of work, which we will do together with the Forum for Madrid and our partners from various environments.

As general director of the Princess of Girona Foundation, you have been very involved in supporting young people in their development and in promoting talent. Is Madrid a city that attracts talent?

At the Princess of Girona Foundation I understood that there is something very important for young talent, which is role models. Role models who are better off also being young and from all possible fields. If we manage to get those who can act as role models in different fields (research, business initiative, cinema, literature, theatre, social innovation...) and are developing their activity in Madrid to value positively the environment in which they find themselves, we will have a lot to gain. I have always thought, since my years dedicated to international university cooperation, that talent must move; and it moves where things are happening in its own right, where the economy is alive, where creative industries flourish. Obviously, if we talk about young talent, there are other parameters that also condition it, such as the accessibility of housing, educational institutions or leisure and cultural options.

What aspects should Madrid improve to position itself as the world capital of talent?

Madrid appears in the report as the 2nd best city in Europe with respect to business and postgraduate schools, as well as being in the top 5% of cities worldwide with the highest number of international students, which is a great opportunity to retain the talent that comes to the city. And this, despite the fact that we do not have any Madrid university among the 200 best universities in the world in the Shanghai ranking. The good news - very good, I would say - is that when talent arrives, it doesn't want to leave: Madrid is the 2nd city preferred by international talent out of 38 evaluated in the Madrid Futuro report. From the point of view of attracting talent, Madrid's weak points continue to be aspects related to productivity and competitiveness of salaries.

What concerns do Madrid Futuro partners share?

Madrid Futuro is made up of a representation of Madrid's civil society that includes companies, startups, public and private universities, business schools, cultural institutions, NGOs and foundations, as well as individuals who want to contribute individually to the development and projection of our city. The diversity of partners allows for the promotion of initiatives in various areas, as well as collaboration between actors who do not usually collaborate.

In general, our members value the possibility of participating in the conversation about Madrid that we promote from our association and in collaboration with the public, as well as the identification of the areas of improvement that the city has in order to focus on them with a medium and long-term perspective (something that is not always easy with a very demanding reality) and influence them. Ours is a relatively young association compared to equivalents in London, New York or Singapore, but we aspire to gradually build an institution with the capacity to promote initiatives that consolidate this great moment that Madrid is experiencing.

For CBRE, sustainability is a fundamental element for the buildings of the future. What are, according to Madrid Futuro, the most urgent challenges for a sustainable future?

As is well known, in 2050 the world population will be mainly urban, since 7 out of 10 inhabitants will live in cities. If we work on sustainable city models, we will have a greater impact in reversing phenomena such as climate change and air pollution on a global level. We are talking about a dense and concentrated city model that favours a sustainable mobility system based on public transport, the use of bicycles and walking; a city that multiplies green spaces to improve air quality and the health of its citizens, that favours the circular economy and that invests in renewable energies, but also in equitable and fair cities, where we manage to reduce the differences between the north and the south. I think it is important not to confuse sustainability with the environmental, since what we are talking about is achieving a balance between the environmental, the social and the economic.