Madrid Emerges as a Top International Destination Through Strong Foreign Footfall
Madrid is increasingly recognized as a major international magnet, with foreign entry figures confirming a sustained rise. In the first half of the year, the Community of Madrid welcomed a substantial number of visitors, totaling 3.7 million international tourists. Even more notable was the growth in expenditure, reaching 6,252.91 million euros, up 48% compared with the first half of 2022.
The momentum persists month after month, with luxury tourism playing a pivotal role. After restrictive periods, travelers from Asia are returning, and Madrid is actively courting the high-spending traveler who travels with money in hand and spends generously. The city aims to secure this premium traveler by participating in Las Vegas Virtuoso Travel Week, a premier luxury travel forum that brings together more than 6,000 agents and suppliers. This event serves as a strategic platform to showcase Madrid’s upscale offerings.
Chinese visitors remain among the top international spenders, particularly within the premium travel segment. American travelers are increasingly influential in Madrid and across Spain, seeking access to renowned brands, top-tier gastronomy, and comprehensive leisure experiences. Data from Turespaña, based on INE figures, show that the number of Chinese tourists visiting Spain rose by 420% in the first half of the year versus the same period the previous year, while their expenditure surged by 592%. Meanwhile, American arrivals increased by 55% in those six months, with spending rising by 60% (data sources: INE and Turespaña) [Citation: INE; Turespaña].
1% of Top Spenders
Within Madrid, interest and resources directed toward these visitors are expanding, as the premium segment helps keep the tourism industry active beyond peak seasons. The Madrid City Council Tourism Delegation spoke ahead of the Las Vegas forum, noting that this segment represents about 1% of all tourists. The European High Impact Tourism report by Círculo Fortuny indicates the economic footprint of this segment is substantial, contributing at least 18% of sales in the city. Premium travelers spend up to four times more on hotels and dining, three times more on transport, and six times more on entertainment, averaging around 860 euros per day compared with the typical visitor average near 400 euros (costs and impact cited by city and industry reports) [Citations: Círculo Fortuny; Madrid City Council].
The concept of premium tourism benefits both ends of the spectrum: travelers drawn by luxury experiences such as high-end shopping and curated services, and business travelers whose expenses are often covered by their employers, potentially returning later for leisure. The strategic aim of the Las Vegas showcase is to highlight international luxury hotel brands that have not yet established a presence in Madrid, while leveraging cultural and leisure credentials, as explained by the City Council. Notable inclusions in Madrid’s luxury appeal include access to celebrated cultural institutions like the Royal Collections Gallery.
Asia and America
Spain continues to attract a substantial share of international visitors through Adolfo Suárez Madrid-Barajas Airport, though the capital is not the sole hub in a country with extensive coastlines. In June, Madrid ranked sixth in visit order but remained a leader in spend, underscoring the focus of the City Council and the Community of Madrid to sustain high expenditure levels. According to INE data, foreign tourists spend an average of 285 euros per day in May, higher than the national average of 188 euros and slightly below Catalonia, where visitors spent 239 euros daily on average. These numbers reflect Madrid’s growing appeal to upscale travelers from Asia and North America [Citations: INE; regional tourism reports].
The emphasis on first-class visitors from Asian and American markets is further evidenced by policy decisions taken this summer by the Community of Madrid. A plan approved by the regional administration includes a million-euro advertising campaign aimed at direct flights between Madrid and major cities such as Chicago, Los Angeles, and Washington, as well as campaigns to promote shopping tourism in China. The goal is to position Madrid as a premier gateway for luxury travel and to attract high-value visitors who blend business and leisure, and who may return for personal enjoyment after initial professional engagements [Citations: Community of Madrid board resolutions; regional tourism strategy].