More than €1 billion in economic impact is expected from major sporting events next year, while the region is already recording high levels of visitor numbers and tourism revenue. For European operators – particularly German investors and hospitality groups – these figures provide further evidence of a market evolving toward a value-driven model focused on higher per-visitor spending.
In September 2026, Madrid will officially join the global Formula 1 calendar. According to data presented by the Madrid Region at FITUR, major sporting events scheduled for 2026 could generate over €1 billion in economic impact, compared with approximately €550 million the previous year. The Grand Prix alone is expected to attract around 120,000 international visitors and generate more than 300,000 hotel overnight stays.
A growth trajectory already underway
These projections build on measurable momentum. In 2025, the region welcomed 16.5 million visitors, including more than 9 million international travelers, generating nearly €29 billion in tourism revenue, equivalent to approximately 9% of regional GDP. The average length of stay reached 6.5 days, while average expenditure approached €2,000 per international visitor. Taken together, these indicators reflect simultaneous growth in both volumes and revenue, with increasing value generated per stay. For industry professionals, this combination represents a key factor in assessing market profitability.
High-potential segments
The structure of international demand — particularly from long-haul markets — continues to support the development of premium tourism, business travel and the MICE segment. Connectivity via Adolfo Suárez Madrid-Barajas Airport reinforces the region’s international positioning. The arrival of Formula 1 fits within this broader dynamic. It enhances Madrid’s global visibility while concentrating, over a short period, a significant volume of high-spending visitors. For hotel groups, investors and European operators – especially German stakeholders – several parameters warrant attention:
- Sustained growth in tourism revenue.
- High average visitor spending.
- Increasing geographic diversification of international flows.
- An expanding year-round events calendar.
The Grand Prix projections therefore complement the 2025 performance data. Together, they provide additional benchmarks for investors evaluating development opportunities in Southern European urban markets, where growth increasingly depends not only on visitor volumes but on value generated per stay.