BRAZIL , MADRID AND TURESPAÑA 2025
The President of the Community of Madrid, Isabel Díaz Ayuso, and the Mayor of the capital, José Luis Martínez-Almeida, take part in the Madrid Day event at FITUR 2025
FITUR, the International Tourism Trade Fair organised by IFEMA MADRID, was visited today by the President of the Community of Madrid, Isabel Díaz Ayuso, and the Mayor of the capital, José Luis Martínez-Almeida, together with the main representatives and professionals from the regional tourism sector, who took part in the Madrid Day at FITUR 2025 event.
Díaz Ayuso assured that the region is experiencing ‘the best tourism moment in its history’, with a contribution of 25,000 million euros to Madrid's GDP, which translates into 8.6% of the total, and has generated 280,000 jobs and 8,500 million euros in tax revenue. Likewise, forecasts indicate that the year 2024 will close with 9 million international tourist arrivals, compared to 7.8 million in 2023. In total, the figure of 16.5 million visitors, including domestic visitors, is expected to be reached. To this must be added a 7% growth in average spending, which today stands at 1,800 euros.
According to the President, the Madrid Turismo by IFEMA initiative has ensured that long-haul travellers represent 67% of the total, as well as achieving the reopening of the direct connection to Tokyo and the launch of Only in Madrid, a measure that focuses on the new markets of America (with the United States as the main issuing country, with more than one million citizens of this nationality in 2024), Asia and the Middle East.
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Regional tourism strategy
Díaz Ayuso has also advanced the new phase of the regional tourism strategy focused on Argentina, Brazil and Uruguay ‘as new protagonists’. In the case of Brazil, he announced that travel strategies will be presented this year in Sao Paulo, Salvador de Bahía and Río de Janeiro, together with the city council of the capital and Turespaña.
Díaz Ayuso also stressed that 2025 will be the Year of Rural Tourism and Wine Tourism, an action that coincides with the 35th anniversary of the Protected Designation of Origin (PDO) Wines of Madrid and the 10th anniversary of the creation of the Madrid Wine Routes Association. It will also promote its UNESCO World Heritage destinations, with the aim of consolidating the municipalities of Alcalá de Henares, Aranjuez and San Lorenzo de El Escorial as must-see destinations for national and international visitors, favouring the distribution and balance of tourist flows. To this end, it will create a new line of aid endowed with 300,000 euros.
Likewise, the regional government's strategy is to continue to consolidate the region as a venue for the organisation of major cultural and sporting events, such as the Platinum Awards, the Laureus Awards and Formula 1, which will be present at the Madrid stand with a replica of a single-seater car to promote the Spanish Grand Prix of 2026.
Madrid: a city with international projection
For his part, the Mayor of Madrid, José Luis Martínez-Almeida, emphasised ‘the strength of a city that looks to the future with optimism and hope’. Almeida highlighted the role of tourism for Madrid thanks to the city's quality tourism model and advanced one of the next objectives that the capital has set itself: ‘Madrid has the vocation to be a city with international projection; the capital has climbed 43 places in six years to become the second most attractive urban destination in the world’. In terms of business tourism, for the sixth consecutive year, it is the leading destination for trade fairs and congresses.
Activities for the public during the weekend
During Saturday and Sunday, the public can continue to discover Madrid as a destination at FITUR and enjoy activities at the Madrid stand, such as a pastry workshop by ASEMPAS to make marzipan figures, a flamenco class offered by the Association of Tablaos Flamencos de Madrid, a magic show by the magician José Ruiz, a hug therapy workshop by the Museo de la Felicidad and a presentation of El Camino de Santiago in Madrid.
