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Madrid tourism and economic growth

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2026-08-23 02:11 UTC → 2026-09-04 03:51 UTC · added ~~removed~~

Madrid has experienced significant economic growth driven by tourism in 2026. During the first half of the year, international visitor spending reached €10.007 billion, an 11.4% increase from the previous year. The city welcomed 5.66 million tourists between January and June, with the United States emerging as the primary source market. Specific large-scale events also contributed to record consumption. The Madrid Pride festival, held from June 26 to July 5, generated €1.124 billion in total spending, up from €876.6 million in 2025. International visitors accounted for 44% of the festival's expenditure, with travelers from Ireland and the United States being the highest spenders. To build on this momentum, the Community of Madrid and the City of Madrid have launched ‘Madrid Beats’, a long-term tourism promotion roadmap supported by an 18.8 million euro investment. Managed by Ifema Madrid, the campaign is designed to strengthen the region's international positioning and attract high-value visitors. Running through December 2027, the campaign targets 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. Developed by Havas Creative, the initiative uses historical figures like Ernest Hemingway and Francisco de Goya to illustrate the city’s spirit, with promotional materials produced in seven languages.

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