“There are few places in the world where so many contrasts can be enjoyed within such a small area — a space that brings together heritage, culture, freedom and trends,” said Díaz Ayuso, adding that few regions are “as open, welcoming and friendly as Madrid.”
As Díaz Ayuso explained, these events already generated €550 million for Madrid last year, and by 2026 — especially with the arrival of Formula 1 — revenues are expected to exceed €1 billion. The latter, to be held in September, will be the largest economic impact event ever hosted in the Madrid Region, with an estimated attendance of more than 120,000 people, many of them international visitors, particularly from the United States, Mexico and the United Kingdom. In addition, hotel occupancy is expected to be close to 100%, with more than 300,000 overnight stays, benefiting neighboring provinces as well.
The economic return from Formula 1 will surpass that of other major global sporting events recently hosted, such as the NFL, which generated €70 million in business during one of the best weekends of the year for the hotel and hospitality sectors.
This milestone adds to other well-established events, such as the Mutua Madrid Open tennis tournament, with an impact of nearly €100 million; the Madrid Marathon, which generates around €70 million; and the Formula E World Championship, which will be held for the first time on March 21.
Madrid, setting for the next Woody Allen film
In addition, as President Díaz Ayuso emphasized, the Madrid Region will strengthen its position as a cultural destination and place itself on the global cinematic map with the filming of a major Woody Allen production. The film’s title will include the name Madrid and will be shot entirely in the region, in iconic locations, “showing the world its unique character and beauty.”
Meanwhile, as part of its commitment to municipalities and rural areas, the initiative Historias con Vida (Stories with Life) stands out. The project captures the essence of those who live in Madrid’s towns, gathering their testimonies and highlighting their traditions, roots and ways of life. Represented at the event by Juan Bautista, a resident of Valdilecha, the initiative reinforces the regional government’s commitment to sustainable, territory-based tourism.
Another key milestone is the establishment of the headquarters of the World Travel & Tourism Council in Madrid, backed by the regional government and providing a boost to the international visibility of the region.
Tourism, one of the strengths of the Madrid region
“Tourism has become one of the strengths of Madrid’s economy,” stressed the regional president, who celebrated the excellent results achieved in the region. In 2025, Madrid welcomed 16.5 million visitors, more than 9 million of them international, accounting for 55% of the total. The main source markets were the United States, France, Italy and Mexico. Tourism’s economic impact reached €28.569 billion, representing 8.7% of regional GDP, a 7% increase compared with 2024, and supports more than 300,000 jobs.
The boost in the international segment has been driven by improved air connectivity, with the opening of new strategic routes to the Americas and Asia, adding four countries since 2019 and increasing seat capacity by 16%. This has strengthened the arrival of high-value visitors, whose average spending now reaches €2,000 — the highest in Spain — standing 44% above the national average.
Another indicator of the strong performance of the tourism model is the extension of the average length of stay to 6.5 days, the result of the strategy presented in 2023 and developed in collaboration with the sector.
The Madrid Region is taking part until Sunday in FITUR 2026, the 46th edition of the tourism fair, under the slogan Madrid Marca, which reflects the mark the region leaves on its visitors and the unique experiences it offers — inviting them to return — as well as its tourism reputation.