Madrid, Spain – Mayor José Luis Martínez-Almeida has officially signed a protocol in Valencia to establish the Spanish Urban Tourist Destinations Network, a groundbreaking initiative uniting seven major Spanish tourist cities. This collaborative effort seeks to enhance strategic cooperation and collectively tackle the challenges and opportunities within urban tourism.
Seven Cities Unite for Sustainable Tourism
The founding cities of this network include Madrid, Valencia, Barcelona, Malaga, San Sebastian, Seville, and Zaragoza. Together, these seven urban centers boast a combined population of 8.3 million residents, representing 17% of Spain’s total population. They collectively attract 29 million tourists annually, accounting for 25% of the national total.
The network’s primary objective is to establish institutional cooperation mechanisms rooted in sustainability, innovation, quality, and shared governance. It will address common challenges such as balancing visitor numbers with resident quality of life, preserving cultural heritage, managing tourist flows, digital transformation, and ensuring economic, environmental, and social sustainability.
In addition to Madrid’s mayor, the protocol was signed by María José Catalá, Mayor of Valencia; José Antonio Donaire, Commissioner for Sustainable Tourism Management of Barcelona; Jacobo Florido, Deputy Mayor and Delegate for Tourism and Promotion of Malaga; Isabel Aguirrezabala, General Director of San Sebastian Turismo; Angie Moreno, Deputy Mayor and Delegate for Tourism and Culture of Seville; and Sara Fernández, Councilor for Culture, Education, and Tourism of Zaragoza.
A Framework for Collaborative Best Practices
The provisional cooperation framework outlined in the protocol facilitates coordinated progress in defining the network’s governance, participation bodies, criteria for new city adherence, and potential funding avenues. Member cities will engage in working sessions, regular meetings, and share relevant experiences in areas such as tourist flow management, tourist pressure, heritage preservation, and the economic, social, and environmental sustainability of tourism.
Urban tourism has emerged as one of the most dynamic segments of the Spanish tourism sector over the past decade. Globally, 75% of tourism is concentrated in urban destinations, with 50% of international trips targeting major cities. In Spain, urban tourism now contributes nearly 25% of the sector’s revenue, with projections indicating a global market value of 9.4 trillion euros by 2032. Despite this, a national framework for knowledge exchange and cooperation among urban destinations has been lacking until now.
Madrid: A Leader in Quality Urban Tourism
Madrid joins this network as one of Spain’s most internationally prominent urban destinations. In 2025, the capital recorded international tourist spending of 17.896 billion euros, an 11% increase from 2024. The city welcomed 11.2 million visitors, resulting in nearly 23.8 million overnight stays. The average expenditure per visitor reached 1,960 euros, with a daily average of 314.5 euros, indicating a shift towards higher-value tourism.
Madrid’s leadership has been recently reaffirmed by its selection as the Best European Destination 2026 by European Best Destinations. The capital has also maintained its position as the second most attractive urban destination globally, according to Euromonitor, and has been recognized as the world’s best destination for congresses and meetings by the World Travel Awards for the seventh consecutive year.
Through its Delegate Area of Tourism, the Madrid City Council contributes its expertise in managing a destination that successfully balances tourism growth with a high quality of life for its residents. This includes initiatives such as the ‘Te faltan calles’ campaign, which promotes tourism offerings in 22 different areas of the city, encouraging decentralization of tourist activity.
