This ambition was the central theme of the dialogue panel “Madrid, global capital of major events: from Formula 1 to the Pope's visit: the tourist impact of mega-events,” organized as part of Madridiario's II Tourism Conference. During the meeting, various experts highlighted the city's potential to attract visitors and generate significant economic impact.
“"The impact on tourism meant that from 2010 to 2011, the number of tourists increased from 2.3 million to 3 million."
A representative from the Archdiocese of Madrid emphasized the tourist and media reach that the upcoming visit of Pope Leo XIV to the capital will have. He recalled how previous religious events have demonstrated a direct impact on visitor numbers and the international projection of host cities. He stressed the importance of audiovisual and symbolic repercussions, noting that Madrid's image will be broadcast on televisions worldwide.
Emphasis was also placed on the chosen venues for the papal events, such as the Santiago Bernabéu Stadium and the Madrid City Council, which will serve as iconic images of the city. It was announced that on the night before one of the central events, churches and cultural spaces in central Madrid will open their doors to offer special activities, creating a “great white cultural night.” The emotional connection of Pope Leo XIV with the city was also mentioned.
Formula 1 was presented as a symbol of Madrid's commitment to international sports and entertainment. A director from the Circuito de Madrid Jarama-RACE advocated for coordination between administrations and private entities in the city. He highlighted the evolution of the circuit, which since 2015 has been officially named Circuito de Madrid Jarama-RACE, aiming for a stronger link with the capital's international image. The goal is to maintain sustainable activity throughout the year, transforming the circuit into a convention center in addition to a sports facility.
“"This type of tourism is appealing because it attracts visitors with high spending power."
Meanwhile, a representative from IFEMA Madrid underscored the economic and social impact of fairs, conferences, and major international events. He stressed the importance of attracting quality tourism, with visitors who spend more and extend their stay in the city, significantly contributing to the Madrilenian economy. These events, he added, also foster employment and urban development.
From the perspective of tourism marketing, an executive from Civitatis explained how major international events are reshaping tourist motivations, with travelers increasingly seeking cultural, gastronomic, and local experiences. He identified the Latin American market as a key growth area for Madrid, due to cultural affinity and growing interest in premium experiences linked to major events.
