—Deputy Mayor Robert Steel and Deputy Mayor of Madrid Miguel Ángel Villanueva hold International News Conference at Crossroads of the World —

New York City (October 13, 2010) — New York City Deputy Mayor Robert Steel and Madrid Deputy Mayor Miguel Ángel Villanueva today joined NYC & Company CEO George Fertitta, and CEO of Promoción Madrid Pablo Bautista, to announce a media and marketing exchange agreement designed to increase travel between the two cities in 2011. In addition, Broadway was temporarily renamed “Gran Vía”, known throughout Europe as the “Spanish Broadway”, in celebration of Madrid’s historic avenue’s 100th anniversary. New York City and Madrid officials gathered on Broadway and 46th Street, in the heart of Times Square, to make the announcement.

“The City of New York is proud to host this great event in celebration of the centennial of Madrid’s Gran Vía and show its commitment to Spain’s capital by signing a new marketing agreement,” Steel said. “It’s vital that we collaborate with other destination locations like Madrid, as our economies depend on visitors. The travel and tourism industry remains New York’s fifth-largest industry, supporting more than 300,000 jobs from the nearly $30 billion raised in direct visitor spending across the City’s five boroughs”.

“The Gran Vía is one of the most iconic visitor attractions, serving as a magnet for cultural and leisure activity in Madrid,” said Villanueva. “It is an honor for our city to be able to showcase the best of Madrid on Broadway in Times Square in joint celebration of our greatest symbol’s 100th anniversary.”

New York City is the number-one US destination for Spanish travelers. In 2009, New York City welcomed approximately 357,000 visitors from Spain—a 60 percent market share of all travel from Spain to the United States. The US is one of the top international tourism markets for Madrid. In 2009, approximately 405,000 American tourists traveled to Madrid, about 27 percent of the total visitors to Spain from the US.

“We are pleased to renew our partnership with the city of Madrid for one more year,” said Fertitta. “Both Madrid and New York City represent history, culture and modernity—this moment in time encapsulates our cities’ similarities and reinforces our ties. We are important destination locations for one another, as we share comparable interests, energies and passions in life.”

After the signing of the agreement and the unveiling of the street sign, the ceremony concluded with the world premiere viewing of Madrid’s newest promotional video, celebrating Gran Vía’s centennial. The video was produced exclusively to debut on the Toshiba Vision screens in Times Square.

NYC & Company and Promoción Madrid have worked together since 2007 to promote travel between the two cities through the exchange of outdoor media and assistance with in-market promotional events. In 2009, Madrid’s street furniture promoted New York City campaigns, including NYC: The Real Deal, which offered discounts at hotels, attractions, tours and more, and Rainbow Pilgrimage, a yearlong celebration of the gay rights movement’s 40th anniversary in New York City. Fulfilling the 2010 agreement, NYC & Company has dedicated its efforts to assisting Madrid with promoting the 100th anniversary of its Gran Vía in New York City, while Madrid tourism officials will help promote New York City’s cultural vibrancy through various marketing activities, exhibitions, special presentations and more.

For high resolution images from today’s event, please visit and click on Today’s News.

About NYC & Company: NYC & Company is the official marketing, tourism and partnership organization for the City of New York, dedicated to maximizing travel and tourism opportunities throughout the five boroughs, building economic prosperity and spreading the positive image of New York City worldwide. For more information, visit

About Promoción Madrid: Promoción Madrid is a company 100% owned by the Madrid City Council and is registered in the Government Area of Economy, Employment and Public Participation. Its purpose is to provide all kinds of services related to tourist promotion in Madrid through new technology, its image and international and national projection.

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