The initiative, which seeks to promote Madrid's commerce in over twenty international destinations, focuses on incentivizing shopping tourism and showcasing the region's offerings in both source markets and through digital channels.
These three new countries join those already part of the action plan, developed in collaboration with the Official Chamber of Commerce, Industry and Services of Madrid and the Secretariat of State for Commerce. These markets include Germany and Poland in Europe; the United States, Mexico, Brazil, Argentina, and Colombia in the Americas; and China in Asia.
Planned activities in visitors' home countries range from training for travel agencies and tour operators, to work agendas with influencers, events with specialized press, and presentations to local and Spanish authorities present in each market. Within the region itself, a press trip with professionals from Germany will be held next autumn, and shopping guides and tourist-commercial maps will be available in over 220 hotels in the capital.
Since 2014, the Community of Madrid has held 87 presentations of this project to key agents and tour operators from markets such as China, India, the West Coast of the United States, Brazil, Mexico, Colombia, Argentina, South Korea, the Middle East, and various European countries, also incorporating a collaboration format with specialized content creators.
This promotion is supported by the performance of international tourism in the region. The first semester concluded with an average hotel occupancy rate exceeding 70% in the capital, the highest in its historical series, and a 7.4% increase in overnight stays by foreign travelers.
