Madrid launches 18.8 million euro tourism campaign

The Community of Madrid and the City of Madrid have launched ‘Madrid Beats’, a long-term tourism promotion roadmap backed by an 18.8 million euro investment. Managed by Ifema Madrid, the campaign aims to strengthen the region's international positioning and attract high-value visitors.

The campaign will roll out from September 2024 through December 2027, targeting 13 countries and over 30 cities across North America, Asia, Latin America, and the Middle East. Key markets include the United States, Canada, Mexico, Brazil, the United Arab Emirates, Saudi Arabia, China, Japan, South Korea, and Singapore. To ensure global reach, the campaign material will be produced in seven languages: English, Spanish, Portuguese, Arabic, Chinese, Japanese, and Korean.

Developed by Havas Creative, the campaign focuses on the unique energy and lifestyle of the city. The creative concept uses historical figures such as Ernest Hemingway and Francisco de Goya to illustrate the city's enduring spirit. The initiative also includes a large-scale sculpture inspired by local rock types to serve as a permanent brand asset.