The 'Madrid Beats' initiative, driven by Ifema Madrid, the Community of Madrid, and the City Council, will commence in September and run until December 2027. Its objective is to showcase Madrid's identity beyond a single symbol, highlighting its energy, hospitality, and a lifestyle that blends heritage, gastronomy, nature, sports, tradition, and innovation.
The campaign will be rolled out in seven languages, employing a 360-degree advertising strategy that includes large-format outdoor advertising. It is projected to generate over 287 million impacts in strategic markets across the United States, Canada, Hispanic America, the Middle East, and Asia, reaching cities such as Miami, Los Angeles, Toronto, Mexico City, São Paulo, Dubai, Tokyo, Seoul, and Berlin.
The primary goal is to strengthen Madrid's international profile, particularly in long-haul markets, and attract high-value visitors who will extend their stays, diversify their spending, and contribute more significantly to the region's economy.
Unlike other cities identified by specific landmarks, Madrid is defined by an 'invisible heart' beating through its many facets: from the Palacio de Cibeles and the Plaza Mayor to municipalities like San Lorenzo de El Escorial, Alcalá de Henares, Aranjuez, or Chinchón. The campaign seeks to capture this richness and diversity.
During the presentation, a three-meter-high sculpture, crafted from stones sourced from various parts of the Community, was unveiled, symbolizing a unique heart formed by the diversity of its 179 municipalities.
“"Madrid's most important aspect is not an image, but the way of life we have all created here."
President Isabel Díaz Ayuso emphasized that the campaign will showcase the region's quality of life and comprehensive offerings. She noted that tourism accounts for nearly 9% of the regional economy, supporting over 320,000 jobs, and stressed the importance of attracting quality over quantity in tourism.
“"All cities want to offer the best experience, but not all want to be the same city."
Mayor José Luis Martínez-Almeida described 'Madrid Beats' as the most significant joint tourism effort by the City Council and the Community, highlighting Madrid's seven consecutive years as the world's best destination for meetings and congresses. He underscored that Madrid's unique way of life remains its key differentiator.
The Spanish Grand Prix of Formula 1, scheduled for September 11-13 at the Madring circuit and secured for the next ten years, will be a crucial platform for the campaign's international promotion. It is expected to draw over 40,000 international tourists and 35,000 domestic visitors, with an anticipated economic impact exceeding 460 million euros.
José Vicente de los Mozos, president of Ifema Madrid, stated that 'Madrid Beats' represents a shared vision for the region's future, highlighting the Community's dynamic and entrepreneurial momentum. He advocated for attracting sustainable, respectful, and value-generating tourism.
