The campaign, supported by 80 public and private entities, promotes a tourism model focused on the positive impact of visitors, beyond mere numbers. Almeida emphasized the importance of preserving Madrid's identity and personality, stating that 'losing our roots means losing our wealth'.
Madrid was chosen as the launch location due to its track record in good public tourism management. The city balances high economic impact with coexistence between visitors and residents, evidenced by a ratio of 3.17 visitors per inhabitant, the second lowest among major European cities.
The City Council is implementing initiatives aligned with the manifesto's pillars, such as preserving cultural identity, reducing the environmental footprint, and promoting public-private governance. The communication campaign ‘Aquí se vive’ (Here We Live) was also launched to encourage responsible visitor behavior.
The RESIDE Plan has regulated tourist housing, reducing it by 40% in the capital compared to 15% nationally. The ‘Te faltan calles’ (You're Missing Streets) campaign has redistributed tourist flows to 22 areas outside the center, and the IBI property tax has been subsidized up to 95% for 170 centennial establishments.
In May, international tourism spending in Madrid reached €2.174.02 million (+22.22%), with the year-to-date total at €8.147 million (+12.42%). The city received 1,050,835 travelers in May (+5.7%), with the United States as the leading source market.
From January to May, Madrid recorded 4,609,578 travelers and 9,844,299 overnight stays, confirming sustained growth. The average spending per international visitor was €1,964 in 2025, and the accommodation sector employs 14,375 workers.
