Madrid Beats Campaign
Madrid Beats is Madrid’s new international campaign transforming the destination’s unique energy into its defining symbol: an invisible heartbeat that pulses through its streets, neighbourhoods and culture, brought to life through an iconic heart sculpture made from stone sourced from the region. Driven by the partnership between Madrid Regional Government, Madrid City Council and IFEMA MADRID, the initiative aims to strengthen Madrid’s global positioning and attract high-value tourism from long-aul markets.
With a 360-degree amplification strategy, the campaign will reach 13 countries and 4 strategic regions through branded content, print media, outdoor advertising, digital media, influencers, social media, Connected TV, online video, cinema and a multilingual landing page in seven languages. The goal is to generate more than 287 million impressions by December 2027 and further establish Madrid as an international destination distinguished by its vitality, authenticity and ability to create memorable experiences.
For further details of the campaign, click here.
MADRID TURISMO by IFEMA MADRID
A public-private project aiming to strengthen Madrid´s positioning.
MADRID TURISMO by IFEMA MADRID is a public-private project created by the Regional Government of Madrid, the Madrid City Council and IFEMA MADRID to improve the destination's positioning within the long-haul inbound markets in collaboration with the private sector. Its main goal is to promote Madrid internationally through an efficient collaboration between the public and private sectors. This enables effective coordination, strategic alliances, the optimal use of public resources and a comprehensive, sustainable management of Madrid.
Implemented by IFEMA MADRID
IFEMA MADRID is the organisation responsible for implementing the initiative. It has an annual budget of 12,800,000 euros, contributed by the three parties in the proportions set out in the Collaboration Agreement governing this project, which was first signed by the parties for the first time on 20 October 2022 and renewed in June 2025. This agreement sets out the terms of the collaboration between the Community of Madrid, Madrid City Council and IFEMA MADRID. Thus, the Community of Madrid contributes 10,000,000 euros annually through the Regional Ministry of Culture, Tourism and Sport; Madrid City Council contributes 2,000,000 euros annually through Madrid Destino; and IFEMA MADRID contributes 800,000 euros annually.
Goals
Positioning
To improve the tourism profile of the Community of Madrid and the city of Madrid in long-haul markets (the USA and Canada, Latin America, Asia and the Middle East), as well as to strengthen the ‘Madrid’ brand internationally, through the development of joint tourism promotion and marketing initiatives aimed at high-value audiences, which will benefit Madrid’s economy as a whole and its citizens.
Commercialization
Increasing the reach of promotional and commercialization activities while meeting efficiency, quality and sustainability criteria.
Promotion
Aligned planning and development of promotional activities through an efficient public-private collaboration.
Experts in Tourism Panel
The members of the Panel are the main tourism associations of the Region: Association for Hotels in Madrid (AEHM), Madrid Confederation of Employers and Industries (CEIM), Travel Agents Federation of Madrid (FETAVE), ‘Hostelería Madrid’ and the Professional Congress Organization of Madrid (OPC Madrid). These associations have chosen the private companies that will represent them, these being: Acotex, El Corral de la Morería, El Corte Inglés, Iberia, Marriot Auditorium, Meliá, NH Hotels and Rosewood Villa Magna, who are also joined by the representatives of the Regional Government of Madrid, the Madrid City Council and IFEMA MADRID.