Under the MADRURAL brand, the event aims to establish the Sierra Norte of Madrid as the epicenter of regional tourism, inviting visitors to discover an authentic, sustainable, and traditional Madrid. Admission is free, and the program offers diverse activities for all ages.

Attendees can explore the four main rural destinations of the community: Sierra Norte, Sierra Oeste, Sierra de Guadarrama, and Las Vegas & La Alcarria. The festival will feature a local market with direct sales of regional products, live music from young rural talents, family-friendly activities, and cultural and gastronomic experiences.

This initiative, funded by European Next Generation EU funds as part of the Recovery, Transformation, and Resilience Plan, seeks to showcase the agri-food, artisanal, and ecological wealth of Madrid's rural regions, promoting sustainable tourism and local consumption.

The project is part of the 'Rural Tourism' Destination Cohesion Action and is financed through the Mancomunidad de Servicios Valle Norte del Lozoya. The Sierra Norte of Madrid is presented as a close, natural, and surprising destination committed to a responsible tourism model.