José Luis Martínez-Almeida brought this event, organised by the Department of Tourism, to a close on 3 June with an overview of tourism figures for the first half of 2026
Almeida highlights Madrid’s transformation as a destination to deliver greater value at the City Council’s 4th Tourism Forum
- Between January and April this year, Madrid recorded total international tourism expenditure of €5.973 billion and an average daily spend of €314, representing increases of 9.2% and 5.7% respectively compared with the same period last year
- The capital has a new Tourism Intelligence System (SIT), a platform funded by Next Generation funds, which offers a comprehensive analysis of the city’s tourism activity, with data on tourist mobility and visitor behaviour
- Maíllo presented the Madrid Tourism Yearbook 2025, with data supporting the shift towards a quality tourism model
- The forum also examined the city’s new business tourism strategy, which focuses on attracting events from Madrid’s economic sectors and seeking to create a positive legacy for the capital
- The event was attended by the Secretary-General of UNWTO, Shaikha Al Nuwais
Madrid City Council held the fourth edition of its City of Madrid Tourism Forum on 3 June at the Meliá Castilla Hotel, under the slogan ‘Towards a smart destination: management, experiences and identity in urban tourism’. The Mayor of Madrid, José Luis Martínez-Almeida, closed this annual event organised by the Department of Tourism, which examined the transformation undergone by the capital to become an urban destination that offers greater value to both Madrileños and visitors, thanks to its high-quality tourism model driven by business tourism, long-haul connectivity, decentralisation and the deseasonalisation of its events calendar.
Almeida revealed that, in the first four months of the year, Madrid recorded international tourism expenditure of €5.973 billion, representing a 9.2% increase compared to the same period last year. Average daily expenditure stood at €314, 5.7% higher than in 2025.
It is forecast that, in the first half of 2026, international tourism will continue to be a standout, accounting for 56% of total visitors (5.6 million) and 64% of total overnight stays (11.9 million) received by the capital during this period.
New Tourism Intelligence System
The Councillor for Tourism, Almudena Maíllo, opened the forum and presented one of the major new initiatives launched by the City Council this year: the new Tourism Intelligence System (SIT). This platform offers a comprehensive overview of tourism activity in the city, integrating nine modules with information on visitor numbers, profiles and behaviour, accommodation, air connectivity, spending, tourist flows and sustainability, as well as a comparative analysis that assesses the capital’s standing against other European cities.
Among the new features provided by this tool, the analysis of tourist mobility stands out, using data from mobile communication networks to accurately track visitors’ movements within the destination.
The Tourism Intelligence System allows for the simple, real-time monitoring of all these key indicators, providing the City Council and Madrid’s tourism sector with strategic information for decision-making and the smart management of the destination. The project has been funded by European Next Generation funds, through the Destination Tourism Sustainability Plan (PSTD), and developed by Telefónica Tech and Mabrian.
Madrid Tourism Yearbook 2025
Maíllo also presented the Madrid Tourism Yearbook 2025, a publication that outlines the sector’s development in the capital over the past year, featuring data on key indicators and visitor perceptions, information on the outstanding experiences Madrid offers its visitors, and industry trends and forecasts.
The yearbook reflects the consolidation of the capital’s new tourism model, which prioritises judicious management, quality and excellence in the visitor experience, as well as a balance between tourism and city life, preserving Madrid’s identity and the quality of life of its residents.
According to the publication, international tourism expenditure in 2025 reached €17.896 billion, 11% more than the previous year, and average expenditure per visitor rose to €1,964. Furthermore, 100% of visitors recommend Madrid and give it an average satisfaction rating of 9 out of 10. These figures confirm the progress towards this model of greater added value, which has helped position Madrid as the world’s second most attractive city destination (Euromonitor) and Europe’s best destination for 2026 (European Best Destinations), and has reinforced the capital’s status as a global hub for governance in the sector by hosting the headquarters of UNWTO and the World Travel & Tourism Council (WTTC).
New strategy for business tourism
Business tourism was another key focus of the event, with the panel discussion ‘The Future of MICE in Madrid’ featuring Héctor Coronel, Director of Tourism at Madrid City Council; David Noack, Director of the Madrid Convention Bureau; and Borja Torres, Public Sector Consulting Manager at Deloitte.
During the presentation, it was explained how the capital, which has a very strong position in this sector and is recognised as the world’s leading destination for conference and meetings tourism, is adapting its strategy to become more competitive and respond to the current tourism landscape and changing demands from organisers.
Madrid is focusing its strategy on identifying and attracting events from strategic economic sectors, such as big data and cybersecurity, prioritising the positive social and environmental impact of events alongside the economic benefits, in order to further enhance Madrid’s reputation as a venue for major professional gatherings.
Presentations by professionals and experts
The forum featured contributions from other professionals, experts and officials in various presentations and panel discussions covering current issues and the latest trends in the sector. The event was attended by the Secretary-General of UNWTO, Shaikha Al Nuwais, who emphasised that “Madrid continues to grow as a world-class tourist destination in terms of both scale and influence. The city’s strong public-private partnership is key to ensuring that tourism growth remains sustainable and balanced for both visitors and residents.”
Artificial intelligence took centre stage at the start of the forum with the presentation ‘AI: the evolution of travel’, delivered by the president of Foro IA and CEO of Good Rebels, Fernando Polo. The founder and president of ACHM Hotels by Marriott, Antonio Catalán; the general coordinator of Pope Leo XIV’s visit to Spain and president of the Villanueva Foundation, Yago de la Cierva; and the managing director of Live Nation Creative, Javier Tomás, took part in the panel discussion ‘The Traveller Who Chooses’, moderated by the founder of the ‘Los Buenos días’ project, Elena León.
The Deputy Minister for Tourism of the Community of Madrid, Luis Martín, highlighted the region’s attractions in his presentation ‘Madrid, beyond the capital’, whilst the co-founder and CEO of Saffron, Jacob Benbunan, gave a talk on the most memorable destination brands. Finally, the President of Exceltur, Juan Orti Ochoa de Ocáriz, and the President of Ecorail, Julio Gómez-Pomar, moderated by Forbes’ Head of Economics, Beatriz Triguero, discussed the legacy of tourism in urban destinations.
As in the previous edition, blood donation was promoted among those attending the event through the ‘Share Knowledge, Share Life’ campaign, an initiative launched by the Madrid Convention Bureau in collaboration with the Red Cross.
