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26 January 2024

Díaz Ayuso affirms at FITUR that Madrid will achieve a new record in 2023 with 14 million visitors and 25 million overnight stays

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The President and the Mayor of Madrid took part in the celebration of the "Day of Madrid" at the International Tourism Trade Fair.

Martínez-Almeida points out that the capital broke all records by registering more than 10.5 million visitors in 2023 and is the third most attractive destination in the world for tourism.

This morning at FITUR the President of the Community of Madrid, Isabel Díaz Ayuso, stressed that the region had achieved a new record number of tourists in 2023, with 14 million people and 25 million overnight stays, and an average expenditure of €283 by international travellers. The President and the Mayor of Madrid, José Luis Martínez-Almeida, together with the main representatives of the tourism sector, took part in the "Day of Madrid", held within the International Tourism Fair, which is being held at IFEMA MADRID from 24 to 28 January.

She invited people to get to know the region that is "open, free, fashionable all over the world and at the service of Spain", which is talked about "everywhere" because "everyone wants to come and get to know us, to be another Madrileño and to enjoy life filled with joy and intensity". Furthermore, Díaz Ayuso underlined that "Madrid is the best cultural scenario that anyone can imagine in its 179 municipalities".

She also highlighted the recent announcement of the Spanish Formula 1 Grand Prix to be held in Madrid from 2026, which will run for 10 years on a semi-urban circuit in the capital. "We have set out to make it the best of all, which it already is, as others cannot offer both a circuit next to an airport and a public hospital, and with connections to the city centre in just a few minutes," she remarked.

For his part, José Luis Martínez-Almeida stressed that "the capital broke all records by registering more than 10.5 million annual visitors in 2023 and has positioned itself as the third most attractive tourist destination in the world".

Madrid Turismo by IFEMA

Díaz Ayuso explained that Madrid Turismo by IFEMA, the regional government's project running in collaboration with the City Council and IFEMA, which was created in 2022, allocated €20 million last year to carry out actions such as the development of ambitious campaigns in markets like the United States, Latin America and Asia, and co-marketing agreements and actions with different agents and organisations in the source markets.

In this area, there has also been an improvement in Madrid's air connectivity with distant markets. For example, as a result of this plan, a direct flight to Doha (Qatar) was inaugurated last December, which will improve connectivity to more than 40 Asian destinations. During the first year of operation of this route, an economic impact of €55 million is expected in the Community of Madrid. And in 2024, the direct connection between Adolfo Suárez Madrid Barajas International Airport and Tokyo, the capital of Japan, will be restored.

The head of the regional government also referred to projects that will soon be a reality, such as the new Atlético de Madrid sports city and the new Santiago Bernabéu stadium, "both of which are eagerly awaited by the public from all over the world", without forgetting Madrid, which "feels good in autumn" with Hispanidad, the spring of processions and the festivities of 2 May, San Isidro and the bullfights in the "the world's top bullring": Las Ventas.

Third best tourist destination in the world

For his part, the Mayor of Madrid has opted to"consolidate all the good things that are happening in Madrid", among which he recalled that the city has been named the "third best tourist destination in the world", only behind Paris and Dubai, "we have nothing to envy of other big cities" and pointed out that "it is other big cities that have to take note of what is happening in Madrid". He also expressed his pride at the nomination of the capital, for the fifth consecutive year, as the best tourist destination in the world for trade fairs and conferences. He highlighted the recovery of visitors, reaching the pre-pandemic level, but with a "huge increase" in spending by tourists, which reached €3.5 billion.

For all these reasons, "Madrid is experiencing the best moment in its history. It is one of the places in the world where now is a great time to be there", said Almeida, while pointing to "Madrid's society" as being responsible for this success and sending it a message of "deep gratitude" for being the "most open, dynamic, prosperous, free, creative and talented" society; a society that "sleeps and wakes up every day thinking about conquering the dreams and goals that it has set for itself and has in its life".

Looking to the future, the mayor said that he would continue to strive for the "decentralisation" of tourism with projects such as the "Chinatown of Usera", as well as for "deseasonalisation so that every month and every day of the year anyone can come and enjoy this city and our virtues". 

During the “Day of Madrid” held within the context of FITUR, the President and Mayor were also accompanied by Alberto Núñez Fijóo, President of the Partido Popular.

Interactive Tour at FITUR

As a new feature, visitors can take an interactive exhibition tour in real time through nine large format screens that will show the region's tourist resources. Several reporters will give live explanations to each tourist on unique places like the Puerta del Sol, the Gran Vía or the Royal Collections Gallery. They will also offer information on emblematic places such as Alcalá de Henares and Aranjuez.

Through a modern, open, double-height design, the stand shared by the Community of Madrid and the capital’s City Council is made of 100% recycled material and evokes the hospitable character of the region, which is evolving towards an increasingly responsible and quality tourism model of international and national reference. The mobile ceiling is made up of luminaires that allow the atmosphere to be adapted to the different activitie