Madrid, May 20, 2026 – The city of Madrid’s Local Tourism Council held its inaugural session of the year today, presided over by Almudena Maíllo, Delegate Councilor for Tourism and Vice President of the Council. The meeting served as a platform to analyze tourism trends in the first quarter of 2026, present the new municipal strategic plan ‘Sueña Madrid’ and the innovative Tourism Intelligence System (SIT Madrid) to the sector. Discussions also touched upon the implications of the Strait of Hormuz blockade, the Pope’s visit, and the return of Formula 1 to the city.
Significant Growth in Visitors and International Spending
Between January and March 2026, Madrid welcomed 2,572,645 visitors, marking a 3.19% increase compared to the same period in 2025. Overnight stays also rose by 3.7%, reaching 5,448,589. International tourism accounted for 56.31% of visitors and 63.98% of overnight stays, highlighting Madrid’s growing global appeal.
This surge in visitors translated into a total international spending of 4.143 billion euros in the first quarter, a substantial 7.1% increase from 2025. The average expenditure per tourist was 1,902 euros (+1.9%), and the average daily spending reached 317 euros, up 9.3% year-on-year. These figures underscore Madrid’s commitment to quality tourism.
The United States remained the leading source market with 514,808 visitors (+6.64%), followed by Italy (278,462, +4.05%), the United Kingdom (192,713, +12.94%), France (182,559, +0.31%), and Mexico (146,789, +9.42%).
Almudena Maíllo emphasized that “the first-quarter data confirm sustained and quality growth that reflects the solidity of Madrid’s tourism model” and “translates into more opportunities for the Madrilenian economy and the city as a whole.” She further noted the City Council’s ongoing efforts to ensure this growth benefits all districts, supported by public-private collaboration and data-driven planning.
Introducing the Tourism Intelligence System and ‘Sueña Madrid’ Plan
The session also featured the presentation of the new Tourism Intelligence System (SIT Madrid). This public, data-based platform, funded by European Next Generation funds through the Sustainable Tourism Plan in Destination, offers a comprehensive and up-to-date analysis system. SIT Madrid integrates information on visitor behavior, tourist mobility flows, accommodation, air connectivity, spending, sustainability, and benchmarking against leading European competitors.
This wealth of information is presented through interactive visualization and consultation tools accessible via a web portal, enabling continuous monitoring of key tourism indicators. Maíllo stated that “SIT Madrid allows for improved planning and strategic decision-making, anticipating trends and deepening the visitor experience.”
Furthermore, the ‘Sueña Madrid’ Municipal Strategic Plan was introduced to the tourism sector. This new urban planning instrument will replace the 1997 General Urban Planning Plan. Structured around three pillars – housing, sustainability, and urban transformation – the plan incorporates a strategic city simulator with 190 urban indicators from 37 official sources. This tool can evaluate the impact of public policies before implementation and identify territorial imbalances.
The presentation of ‘Sueña Madrid’ to the Local Tourism Council reflects the Delegate Area of Tourism’s commitment to integrating the tourism perspective into the city’s future design, ensuring that sector growth is coordinated with urban development, mobility, and the quality of life for Madrid residents.
Culture and Sports: Key Drivers of Madrid’s Tourism
Marta Rivera de la Cruz, Delegate for Culture, Tourism and Sport, highlighted culture’s role as “one of the great driving industries of tourism in Madrid.” She asserted that the capital now holds “a leadership position in culture in Spain and among Europe’s major cultural cities.” Rivera de la Cruz underscored that Madrid’s cultural strength lies not only in its prominent institutions but also in “a decentralized, top-tier program that reaches all 21 districts,” through initiatives like Matadero Madrid’s programming and the 21 Districts program. New cultural projects, such as the opening of the Palacio del Capricho, are expected to further enhance Madrid’s international appeal as a cultural destination and boost tourism-related stays and spending.
The Council also discussed preparations for upcoming major events, including Pope Leo XIV’s pastoral visit to Madrid from June 6-9, Bad Bunny’s concert at the Metropolitano stadium with over 600,000 tickets sold, the NFL game between the Atlanta Falcons and Cincinnati Bengals on November 8, and the return of Formula 1 to Madrid from September 11-13.
Sonia Cea, Delegate Councilor for Sports, affirmed that “Madrid is experiencing one of the most important moments in its sporting history.” She proudly stated that the city has solidified its position as a global sports capital and a leading international reference for sports tourism. “Madrid no longer just hosts major events; Madrid generates global experiences that project our image to the world and turn every competition into an economic, tourist, and social opportunity.”
Cea emphasized that Madrid possesses all the necessary ingredients to lead this industry: “first-class infrastructure, organizational capacity, international connectivity, security, cultural and hotel offerings, and above all, a citizenry passionate about sports.” She concluded that “sports tourism is now one of Madrid’s major growth engines and one of the sectors with the greatest capacity to generate employment and economic activity.”
Air Connectivity and Sector Monitoring
Air connectivity remains a strong asset for Madrid. Adolfo Suárez Madrid-Barajas Airport currently operates 418 direct routes with 108 airlines, handling 22 million passengers between January and April 2026.
The Local Tourism Council also addressed the repercussions of the Strait of Hormuz blockade. The Delegate Area of Tourism informed the sector that it is actively monitoring the situation in coordination with air operators and relevant institutions to anticipate any impact on tourist flows and route planning to Madrid.
Source: madrid.es
