Laura Martínez: Madrid will showcase itself as a diverse, innovative and high-quality destination at FITUR
“At FITUR 2027, we will showcase Madrid as a diverse, innovative and high-quality destination, capable of combining a rich cultural and urban offering with unique experiences across the entire region.” This is revealed by Laura Martínez Cerro, Director General of Tourism and Hospitality for the Community of Madrid, who also explains the latest indicators for the industry and the key factors for its development.
What are the latest tourism figures for the Community of Madrid?
Tourism is one of the main economic and social drivers of the Community of Madrid. In 2025, it generated 28.569 billion euros, 7% more than the previous year, and accounted for 8.7% of regional GDP. Furthermore, it supports more than 300,000 jobs, reflecting its ability to create career opportunities and boost numerous related industries, such as hospitality, retail, culture and transport.
Its impact is increasingly felt across the entire region: 156 of the 179 municipalities in the Community of Madrid now offer tourist accommodation. We are therefore talking about an industry that not only generates wealth and employment, but also helps to shape the region, boost local economies and strengthen Madrid’s international profile.
What are the key factors currently driving the industry’s development?
I would like to highlight the extraordinary period the Community of Madrid is currently experiencing from a tourism perspective. We are developing a model based on public-private partnership, the continuous improvement of the visitor experience and the creation of value for residents, businesses and destinations. The challenge is no longer simply to grow, but to do so in a balanced way, boosting the industry’s competitiveness, creating quality jobs and ensuring that the benefits of tourism are felt across the whole region.
Which segments do you plan to focus on most?
Our strategy is to attract high-quality tourists who appreciate the diversity of experiences offered by the Community of Madrid and who contribute positively to the economic and social development of our destinations. We will continue to strengthen sectors in which Madrid is already a leading destination, such as cultural, food and shopping tourism, while promoting other areas with significant growth potential, such as rural and nature tourism, and experiences linked to agritourism, like wine tourism and olive oil tourism.
What is the relationship between technology and the competitiveness of destinations?
Technology has become an essential factor in improving the competitiveness of tourist destinations. It enables a better understanding of travellers’ needs, allows experiences to be personalised, optimises available resources and facilitates data-driven decision-making. It provides facilities for visitors at every stage of their journey. For businesses and destinations, it represents an opportunity to improve efficiency, enhance marketing, anticipate trends and adapt more quickly to changes in the market.
What other directions is the market moving towards?
We are identifying two trends that offer different yet complementary opportunities for the Community of Madrid. On the one hand, live event tourism – linked to concerts, sporting competitions and major events – is on the rise. Madrid has demonstrated its ability to organise high profile events (Formula 1, the NFL, residencies by international artists such as Bad Bunny, etc.) and ranks amongst Europe’s leading destinations in this field, with an increasingly impressive international calendar.
On the other hand, there is a growing desire to connect more authentically with destinations and discover lesser-known places. This second trend presents a particularly significant opportunity for local authorities in the region outside the capital, as it enables them to showcase their heritage, natural environment, cuisine and way of life, generate local economic activity and spread the benefits of tourism throughout the region.
What are you planning for the Community of Madrid’s stand at FITUR 2027?
FITUR is Spain’s leading international tourism showcase and one of the world’s most important trade events. For the Community of Madrid, it is a vital platform for strengthening our international standing, showcasing new tourism products, bolstering collaboration with the industry and generating business opportunities for Madrid-based companies.
Looking ahead to FITUR 2027, we want to continue promoting Madrid as a diverse, innovative and high-quality destination, capable of combining a rich cultural and urban offering with unique experiences across the whole of the region.