The Madrid City Council’s Delegate for Culture, Tourism, and Sports, Marta Rivera de la Cruz, unveiled the campaign Refúgiate en la Cultura, a fresh initiative aimed at giving residents and visitors a cultural shelter from scorching summer heat through engaging cultural activities and special discounts. The program begins this Monday and runs throughout July and August, featuring flamenco performances, stand-up monologues, free guided tours, and cinema discounts.
The proposal, backed by the Madrid City Council, is delivered in partnership with the National Prado Museum, the Reina Sofía, the Thyssen-Bornemisza, the Gallery of the Royal Collections, the Circulo de Bellas Artes, the Spanish Film Federation (FECE), and the Madrid Hotelier Association (AEHM). Sponsorship is provided by SO-LA-NA Entertainment.
“We are presenting a novel lineup that fulfills us deeply,” Rivera de la Cruz noted, emphasizing that the goal is for culture, long a place of spiritual shelter, to become a physical refuge as well.
Throughout July and August, between 3:00 p.m. and 5:00 p.m., there will be 46 flamenco performances staged at iconic sites such as the Prado, the Reina Sofía, the Thyssen-Bornemisza, the Gallery of the Royal Collections, and the Madrid History Museum. The flamenco cycle, designed by SO-LA-NA Entertainment, will feature renowned artists including the dancer Eduardo Guerrero, who opens the program on July 1 at the Reina Sofía. Other prominent performers include guitarist Daniel Casares, dancer Miguel Fernández “El Yiyo,” and dancers Raquel Valencia and Nazaret Reyes, among others.
The Madrid History Museum and municipal libraries, including Iván de Vargas, Benito Pérez Galdós in Conde Duque, and Mario Vargas Llosa, will host monologues performed by humorist Sergio Pazos. Additionally, the Circulo de Bellas Artes will transform its Dance Hall into a climate-controlled refuge hosting various activities.
Discounts
FECE-affiliated cinemas will offer reduced afternoon rates before 5:00 p.m. during the campaign. These cinemas are spread across the city, expanding cultural options beyond the downtown core.
Municipal museums will remain free and other municipal cultural spaces like libraries and district council centers will stay open with special activities. The Madrid Hotelier Association (AEHM) will support campaign outreach with bilingual Spanish and English brochures featuring a map and a QR code for more information.
Madrid is renowned for its rich heritage and arts. The city drew record numbers in summer last year, reaching 764,374 visitors according to the National Institute of Statistics tourism occupancy survey. Refúgiate en la Cultura aims to reinforce this trend by offering a refreshing cultural alternative for the hottest days of the year.
For more information on activities and discounts, interested parties can visit the Refúgiate en la Cultura campaign webpage or check the June issue of eme21mag, which spotlights the campaign on its cover.