This initiative is part of the Tourism Strategy 2023/26, which aims to consolidate Madrid as a top tourist destination and improve the sector's competitiveness. The US and Latin American markets are key sources of visitors, attracted by the region's cultural, gastronomic, commercial, and leisure offerings.
According to FRONTUR data, in 2025 Madrid received 9,111,879 international tourists, a 3.3% increase from the previous year. The United States led arrivals with 1,148,486 visitors (12.6%), followed by the rest of the Americas with 2,663,141 (29.2%).
The total spending by international tourists in Madrid in 2025 amounted to 17,895 million euros. Visitors from the U.S. contributed 3,332.4 million (18.6%), while those from the Americas spent 6,930.5 million euros (38.7%).
The agreement with Iberia will allow the Community's advertising presence on various airline platforms, as well as the organization of 'roadshows' and promotional actions. The airline is considered a strategic partner due to its extensive network of direct connections and its reach in attracting high-spending visitors.
The airline boasts a website visited by over 9 million travelers monthly and social media channels with more than 3.3 million followers, making it a relevant channel for promoting Madrid.
