- Madrid has launched the Madrid Beats international tourism campaign
- The campaign targets 13 long-haul markets with over 287m impressions expected
- Materials are published in seven languages for maximum global reach
- Target regions include Asia, North America, Latin America and Europe
- Expanded flight connectivity supports the strategy
Madrid has launched its new Madrid Beats international tourism campaign, targeting long-haul markets across 13 countries with a goal to generate over 287m impressions through 2027. The city uses a 360-degree promotional approach with large-format outdoor displays, with materials published in seven distinct languages to maximise global reach. The strategy aims to strengthen Madrid’s international profile particularly in long-haul markets, attracting high-value visitors who will extend their stays and contribute more significantly to the regional economy.
Target regions include Asia and the Middle East with hubs like Dubai, Tokyo and Seoul, North America with cities such as Miami, Los Angeles and Toronto, Latin America with Mexico City and São Paulo, and Europe with strategic promotion within Berlin. Expanded long-haul flight options support the new initiative, including recent airline network additions by carriers like Singapore Airlines and Riyadh Air. Direct flights reduce layovers and make it easier for high-impact travellers to visit the capital.
The strategy supports hotels, attractions and connectivity efforts aimed at year-round growth, with officials highlighting opportunities to convert demand into higher value stays across the capital. Madrid’s tourism sector has identified long-haul markets as a key growth area, with visitors from distant source markets tending to spend more and stay longer than short-haul travellers. The campaign builds on Madrid’s existing tourism infrastructure and cultural attractions.
Madrid tourism official shared “The primary goal is to strengthen Madrid’s international profile and attract high-value visitors who will extend their stays. Our 360-degree promotional approach ensures Madrid reaches travellers across all key long-haul markets.”
