This initiative is part of the 2023/26 Tourism Strategy and seeks to strengthen the Madrid brand internationally, enhancing the sector's competitiveness. American markets are considered a priority due to the high spending profile of their travelers, who are attracted by the region's cultural, commercial, and gastronomic offerings.
According to official data, Madrid closed 2025 with a record 9.1 million international tourists. Visitors from the United States accounted for 12.6% of the total, generating 3,332 million euros in spending. The rest of the American continent contributed 29.2% of arrivals and nearly 39% of the total tourism expenditure, amounting to 6,930 million euros.
The collaboration with Iberia will include significant advertising presence on the aircraft, in-flight magazines, and the airline's digital channels. Additionally, the airline will act as a strategic partner in promotional 'roadshows' and events in American capitals.
“"The Madrid Executive highlights the Spanish airline's enormous commercial reach, registering over 9 million monthly website visits and exceeding 3.3 million followers on social media platforms like Facebook, Instagram, and TikTok, making it a highly relevant showcase to attract potential high-net-worth clients."
