Madrid. Tourism Report 2022

20
22
Madrid.
Tourism
Report“Madrid has faced
this tough crisis
with tenacity,
courage andbravery, but alsowith intelligence.”

Design inspired by
the flagstones ofPlaza de Colónin Madrid.

MADRID 2022 TOURISM REPORT

Tourism is one of Madrid’s main economic drivers. After almost three yearsof disruption due to the Covid-19 pandemic, this industry is back on track
to grow and is close to the historic figures of 2019, a year that marked amilestone for tourism in the city. Since then, we have lived through one of
the worst global health crises in centuries and have witnessed how the lifeof a city shuts down when tourism stops.
Madrid has faced this tough crisis with tenacity, courage and bravery,
but also with intelligence. The sector has understood the needs of anevolving industry and has accepted that a change of model is necessary
and possible. We have embarked on a transformation towards socialand environmental sustainability, accessibility, digitalisation, andprofessionalisation, recovering and enhancing, as never before, one ofMadrid’s great treasures: its life. The vital skyline of this city is made up ofa patchwork of experiences, of the way its inhabitants live and enjoy their
way of life and their unique way of welcoming people.
All of this is supported by its increasingly prestigious craftsmanship andits superb heritage, enhanced, as of July 2021, by the declaration of the
Paseo del Prado and Buen Retiro area as a UNESCO World Heritage Site.
The arrival of major hotel companies, the best restaurants and chefs in theworld and the celebration of the most important sporting, musical, cultural,and audiovisual events complete the list of reasons why Madrid is alreadyamong the top urban destinations.
This 2022 Report is a reflection of the path toward expansion we haveembarked on, but, at the same time, it aims to be a useful tool from whichto draw many and varied conclusions that will help the sector and theAdministrations to work with ambition and far-sightedness in order to make
Madrid the best urban destination in the world.

José Luis Martínez-Almeida,
Mayor of Madrid01

MADRID 2022 TOURISM REPORTMADRID 2022 TOURISM REPORT

Madrid, the transformationof a destination
How did tourism in the city
perform in 2022 and how will
it fare in 2023?
The challenge for 2022 was not a simple
one: the aim was to recover after two years
in which the tourism sector suffered theconsequences of the pandemic like no other.
The results confirm that the objective has
been achieved: the capital received 9.22
million visitors, with more than 20 million
overnight stays.
While these figures do not yet match thoserecorded in 2019, the same is not true ofother indicators that match or exceed prepandemic records. This is the case for the
average length of stay (2.17 nights, the same
figure as in 2019) and especially for the
average daily expenditure (€276 in 2022 vs.
€272 in 2019) and the average expenditure
per person (€1,570 in 2022 vs. €1,369
in 2019).
The international market was once again adetermining factor, with the United States
consolidating its position as the main source
country. However, in 2022 it was Mexico thatstood out as the market with the highest
growth, even surpassing the figures for 2019.
These excellent figures were the result of
the early and decisive reopening to tourism,
which made it the first European city to return
to normality and positioned it as the newleading urban destination.
The drive of certain sectors and areas ofactivity has been crucial in turning Madrid

into the top destination in terms of travelinterest, according to MABRIAN’s report,
entitled “Madrid’s process of transformation
into a tourist destination.” This is the caseof high-end tourism, which, with the arrivalof large 5-star hotel firms, has consolidated
the city as one of the favourite destinations
for travellers with the greatest purchasing
power.
Gastronomy has also become a strategic
sector in the capital. In addition to themajor national and international chefs who
have restaurants in the city, more than
60 prestigious restaurateurs have alreadyannounced that they will open venues in
Madrid by 2023.
Cinema and TV series, for their part, havemade Madrid the setting for some of themost successful productions, drawing themost film-loving tourists, but also industry
professionals, who already consider the city
to be the third most attractive in Europe.
The challenges to be faced in the newyear include those related to reducing theenvironmental impact of tourism, the digitaltransition and the creation of new products.
Challenges that the city is facing with theallocation of Next Generation funds for the
implementation of projects that improve thecompetitiveness of the destination, and alsowith the optimism provided by the results of2022 and which are reflected in this report.

02

Luxury tourism, gastronomy, andthe audiovisual industry were key
strategic areas in Madrid’s tourism
activity in 2022

03

04

02

Madrid City
Council Tourism
Department

LivingMadrid26⟶Introduction
27⟶Visitor profile

01

29⟶What sparked yourinterest in Madrid?
31⟶The new capital ofinternational gastronomy
32⟶Cultural heritage
34⟶Madrid:
let the show begin

Destination Madrid

35⟶Accommodation
8⟶Introduction
9⟶2022 by the numbers

37⟶Madrid, the newEuropean capital ofhigh-end tourism

10⟶Main outbound markets

38⟶Walking around Madrid

12⟶The international market
regains the lead

40⟶A city for telling stories

16⟶Recovery of 2019
figures
18⟶Greater quality in the
hotel offering

70⟶Introduction

03

72⟶Travel Trade& Connectivity
73⟶Visitor Service
74⟶Tourism Marketing
76⟶Madrid Convention
BureauTrends andForecasts

77⟶Madrid Film Office

54⟶Introduction
55⟶World tourism
in figures
56⟶2023 tourism trends

42⟶Shopping in Madrid

60⟶Madrid, committed
to sustainability

46⟶Madrid, a positionof leadership

62⟶Expectationsof the sector

48⟶Learning in Madrid

20⟶Connectivity

49⟶Madrid, capitalof sport

22⟶International tourism
spending

50⟶Photos of Madrid

04

05

01

Destination Madrid2022 has been a goodyear for tourism in
Madrid. The signs ofrecovery are morethan evident, as someindicators have evensurpassed thoseof 2019.

MADRID 2022 TOURISM REPORT

respectively), but they reveal the clear
improvement in tourism activity in the city.
Particularly relevant has been the boost
given by the international market (11.62
million overnight stays in 2022), which isonce again ahead of the domestic market,
a trend already in force in the years prior
to the pandemic. The global average stayindex (2.17 nights) has equalled the figurefor 2019, while the international average
stay slightly exceeds that achieved in 2019(2.50 vs. 2.49).

I

01_DESTINATION MADRID

2022 by the numbers

Consequently, this improvement has
supported the recovery of the RevPAR,
which was already favoured by the increasein demand and which has exceeded €81
in 2022 (+84%, compared to 2021). 5-star
hotels have contributed the most to thisrecovery, and are the only category that
has increased its RevPAR compared to2019 (+4.6%). Everything points to a further
consolidation of this recovery in 2023.

Average stay
In Madrid

Travellers

GLOBAL
INTERNATIONAL

50.40%
4,647,263

Hotel investment in Madrid, according to
the report conducted by the real estate
management company Colliers, has resulted
in a better product mix in 2022, with 4- and5-star hotels now accounting for 66% of thehotel beds available (+2 p.p. over their sharein 2019). This is partly the result of the €803
million earmarked in 2022 for the purchaseof hotels in the region (+72% compared
to 2021) and the €259 million invested in
5-star hotels.

N 2022 the recovery seems to have been
consolidated, especially in the tourism
sector, the most affected by the pandemic.
In Madrid, it is evident. After two years
with drastic drops in tourist activity (whichreached zero during the lockdown period),in 2022 the capital welcomed 9.22 million
visitors, who generated more than 20 million
overnight stays, according to the HotelOccupancy Survey (EOH, in Spanish) andthe Tourist Apartment Occupancy Survey(EOAP) of the National Statistics Institute(INE). These figures are still below thoseof 2019 (when 10.45 million visitors and22.62 million overnight stays were recorded,

Year-on-year

2.17
1.05%

151.54%
DOMESTICDOMESTIC

49.60%
4,573,838
47.15%

1.84
4.68%

INTERNATIONAL

TOTAL

9,221,101
86,06%
86.06%

2.50
5.42%

International
traveller
spending

Overnight stays
INTERNATIONAL

58.03%
11,624,354

11.6 million internationalovernight stays in 2022

137.91%

TOTAL

9,491
€ MILLION

204.93%

NATIONAL

41.97%
8,405,647
40.26%AVERAGE DAILY⟶ 5,982 rooms in the
5-star category

TOTAL

20,030,001
84,12%
84.12%€276
20.72%

Source: Hotel Occupancy Survey (EOH) and Tourist Apartment Occupancy Survey(EOAT) by the National Institute of Statistics (INE).

08

09

MADRID 2022 TOURISM REPORT

01_DESTINATION MADRID

Main Outbound Markets
The United States is the main internationalsource market for Madrid, with a 16% market
share (compared to 14% in 2019).
The North American country has led thisranking since 2009. Among the ten main

⟶ The average spending per person
for travellers from Mexico
in 2022 was €532, 31.68% morethan in 2019

Madrid continues to be a highly attractive
destination for domestic travellers, especiallythose from the Community of Madrid,
Catalonia and Andalusia. The total visitorsfrom these three regions exceeds 50% of thetotal volume of national travellers registered
last year.

issuing markets, four are long distance: Mexico,
Argentina and Brazil, in addition to the US.
Especially noteworthy is the case of Mexico, theonly country among the main markets whose 2022
figures exceed those of 2019: 225,885 Mexican
travellers arrived in Madrid in 2022, compared
to 183,000 in 2019. This country increased thenumber of air routes with two new destinations,
Guadalajara and Monterrey. For its part, China is nolonger on the list of main issuing markets in which
it had been appearing in recent years due to therestrictions imposed in the Asian country.

More than 50% of the visitors to thecapital come from the Community of
Madrid, Catalonia and Andalusia

International markets
Total travellers and % of total international travellers
FRANCEUNITED
KINGDOM

ITALY

337,819

320,072

7.27%

258,612

6.89%

5.56%

In 2022, visitors from the Community of
Madrid exceeded 920,000, a figure that
represents an increase of more than 17%
compared to 2019, which corroborates thetourist interest that the capital arouses
among Madrid residents from other towns.
Meanwhile, in 2022 there were 644,989
visitors from Catalonia, and 602,402 from
Andalusia.

MEXICO

225,885
4.86%

Domestic markets
Total travellers and % of the total
CATALONIA

645,587

BRAZIL15.06%

97,757

ANDALUSIA

602,44214.08%VALENCIANCOMMUNITY

373,040
8.73%

2.10%

USA

741,48115.96%

ARGENTINAGERMANYPORTUGAL

131,795

188,616

195,525

2.84%

4.06%

4.21%

BASQUE COUNTRY

219,764
5.13%

NETHERLANDS

106,426

ASTURIAS(Principality of)

2.29%

121,232
2.83%

Year-on-year variation of international markets

MADRID(Community of)

928,499

ARGENTINA

21.66%

433.99%UNITEDBRAZILKINGDOM
260.70%231.60%MEXICOUSA
220.70%209.12%CASTILEAND LEONGALICIA

206,857

218,298

CANARYISLANDSCASTILLA LA MANCHA

3.82%

3.0%

163,783

4.83%

5.10%

132,736

Year-on-year variation of domestic markets
ITALY
113.34%

GERMANY
112.20%PORTUGAL NETHERLANDS
107.69%101.69% FRANCE
66.25%

Source: Hotel Occupancy Survey (EOH) and Tourist Apartment Occupancy
Survey (EOAT) by the National Institute of Statistics (INE).

10

CANARYISLANDS

VALENCIAN ASTURIASBASQUECOMMUNITY (Principality of) COUNTRY
50.73%
47.74%
47.72%
43.68%

90.23% CATALONIA ANDALUSIA GALICIA
59.93%

55.22%CASTILEAND LEON
42.57%CASTILLA - MADRIDLA MANCHA (Community of)
30.01%
26.65%

Source: Hotel Occupancy Survey (EOH) and Tourist Apartment Occupancy
Survey (EOAT) by the National Institute of Statistics (INE).

11

MADRID 2022 TOURISM REPORT

01_DESTINATION MADRID

The international market
regains leadership
More than 9.22 million travellers visited
Madrid in 2022, an increase of more than 86%
compared to 2021. Our marketing strategies
and repositioning of Madrid in long-haulmarkets and the end of a large part of therestrictions imposed due to the pandemic
allowed the sector to consolidate its recovery
and come close to the figures from 2019,
when the number of travellers exceeded
10.45 million.
Especially relevant is the increase in thenumber of international travellers, which
went from 1.84 million in 2021 to more than
4.65 million in 2022. A figure that exceedsthat of domestic travellers (close to 4.57
million in 2022), although below the 5.72
million international tourists who visited thecity in 2019. The year-on-year rise favours
the recovery of a trend that started in 2016and had been repeated until 2019, a period
in which the annual rate of international
travellers exceeded that of domestic visitors.

October, with close to 900,000 visitors, wasthe month that saw the greatest number oftourists in the capital, especially international
ones (499,349). It should be rememberedthat it was precisely in October 2019 whenthe maximum number of travellers arriving in
Madrid was recorded, with 970,288 visitors.

Monthly evolution of travellers
TOTAL

For its part, December was the month inwhich the most domestic tourists arrived, with
460,964. The data reflects a trend observed,
among others, in reports such as that of theonline travel agency Destinia, according towhich Madrid is the favourite destination fordomestic travellers to spend the Constitution
Day Long Weekend (December 6-8). The
capital also appears as one of the favourite
destinations for domestic travellers to spend
Christmas, along with London and Paris,
according to data from eDreams.

201.6%

317,180
177,817803,068
289.1%

201.6%FEB

MAR

299,762

373,810

402,829 405,741

317,180
177,817JAN

397,327

398,138

851,106
804,576131.8%
85.0% 698,738
65.3%

858,24246.9%

898,214
22.0%

4.3%

845,765 806,317
22.5%
18.4%

499,349

390,398
328,255

230,095

308,340

1,306,001
255.6%

1,085,839
218.6%
491,680

476,321384,658

366,562445,914

398,865 399,851

460,964

MAR

APR

MAY

JUN

384,658

MAY

499,349

390,398
328,255

308,340

JUN

JUL

AUG

845,765 806,317
22.5%
18.4%

366,562

SEP

445,914

398,865 399,851

OCT

345,353

JUL

AUG

SEP

OCT

NOV

DEC

4,668,232
700,912581,033

JAN2017

INTERNATIONALINTERNATIONAL

NOV

460,964

345,353

DEC

Year-on-year variation

10,428,837
10,209,725
1,830,720 1,865,058 1,822,556
2.2%
177.7%
2.7%
305.5%
132.0% 1,748,642
82.1%
1,593,863
242.5%

1,073,234 1,151,707 1,144,347 1,149,540
5,721,002
5,424,969

5,273,049

504,806FEB

APR

DOMESTICDOMESTIC

Year-on-year variation

455,444 466,448

898,21422.0%

Annual evolution of travellers
Monthly evolution of overnight stays

274.9%

477,579

398,138

397,327

491,680

476,321230,095

9,941,281

720,009253.7%
603,905

858,242851,106
804,57646.9%
131.8%
85.0% 698,738
65.3%

455,444 466,448

402,829 405,741

373,810

299,762JAN

INTERNATIONAL

853,582
176.7%

853,582
176.7%

803,068
289.1%

274.9%

477,579

TOTAL
TOTAL
DOMESTIC

720,009253.7%

603,905

The number ofinternational visitors
exceeds that of domestic
Year-on-year
variation
visitors again
in 2022

INTERNATIONALDOMESTIC

Monthly evolution of travellers
TOTAL

4,647,263
vs.
4,573,838

841,353
4,784,756
752,510605,089

FEB

MAR
2018

APR

1,540,878
61.7% 1,176,998 1,258,918

4,955,883
84.7%

2,683,503

4,707,835

757,486

1,822,958 1,996,069
21.9%
1,733,610
43.2%
9,221,101
14.4% 1,683,807
86.1%
15.5%

3,108,348

74.3%

946,416
713,351MAY
2019678,209

737,151
1,565,787
599,102 594,462 645,960
1,847,263
1,117,716

JUN

JUL

2020

AUG

SEP

OCT
2021

4,647,263
957,354869,215
4,573,838
776,256

NOV

814,592

DEC
2022

Source: Hotel Occupancy Survey (EOH) and Tourist Apartment Occupancy
Survey (EOAT) by the National Institute of Statistics (INE).

Annual evolution of overnight stays

Annual evolution of travellers

12

TOTAL

DOMESTIC

INTERNATIONALTOTALDOMESTIC

INTERNATIONAL

13

MADRID 2022 TOURISM REPORT

01_DESTINATION MADRIDMonthly evolution of overnight stays
TOTAL

DOMESTIC

INTERNATIONAL

Year-on-year variation

1,865,058

1,830,720
1,822,556
Monthly evolutionof177.7%
overnight
stays
305.5%
132.0% 1,748,642
82.1%

1,593,863
242.5%DOMESTIC
1,306,001
255.6%TOTAL

INTERNATIONAL

1,822,958 1,996,069
21.9%
1,733,610
43.2%
14.4% 1,683,807
15.5%
Year-on-year variation

1,540,878
1,996,069
1,830,720 1,865,058 1,822,556
61.7% 1,822,958
1,176,998 1,258,918
1,151,707
21.9%
1,733,610
1,144,347
1,149,540
177.7%
1,748,642
1,073,23443.2%
305.5%
132.0%
14.4% 1,683,807
82.1%
1,593,863
15.5%
242.5%
1,306,001
957,354
841,353869,215255.6%
1,540,878
1,085,839 700,912
946,416
61.7% 1,176,998 1,258,918
218.6%
581,033
757,486 1,151,707 1,144,347 1,149,540
776,256 814,592
752,510 1,073,234
737,151
713,351
678,209645,960
599,102 594,462
605,089
504,806
957,354
841,353869,215
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
700,912946,416
581,033
757,486
776,256 814,592
752,510
737,151
713,351
678,209645,960
599,102 594,462
605,089
504,806
1,085,839
218.6%

Annual evolution of overnight stays

JAN

FEB

TOTAL

MAR

DOMESTIC

APR

MAY

JUN

INTERNATIONAL

JUL

AUG

SEP

OCT

NOV

DEC

International overnight stays
are back in the leadOf the 20 million overnight stays registered inregulated hotels and apartments in the city of
Madrid in 2022, more than half (11.6 million)
were made by international travellers.
In 2021, it was domestic travellers who had agreater weight in the increase of more than
76% observed in the number of overnightstays compared to 2020, possibly due to themore open pandemic measures adopted in

Madrid compared to other regions.
Likewise, the lifting of many of the restrictions
related to international tourism in 2022 meant
that, once again, international overnight stays
exceeded domestic ones, as had been thecase since 2017.

Back to normal
The high percentages in the year-on-year
variation of both the number of overnightstays and travellers in 2022 reveal theunusual situation to which the pandemic
subjected the tourism sector in 2020 and ina good part of 2021.

The relaxation of some of the measures
adopted during the pandemic led to thegradual recovery of the sector, which began
to be apparent from the end of 2021 andsaw a return to figures similar to thoseregistered in 2019.

Annual evolution of overnight stays
21,110,962
6.6%
TOTAL

21,110,962
12,748,547
6.6%

21,408,331
1.4%

DOMESTIC

21,408,331
13,005,485
1.4%

22,561.631
5.4%

20,030,001

INTERNATIONAL

84.1%

22,561.631
14,225,210
5.4%

10,878,929
76.6%

20,030,001
11,624,354
84.1%

Monthly variation of travellers and overnight stays
OVERNIGHT STAYSTRAVELLERS

6,154,942

305%

72.2%

8,362,415
12,748,547

8,402,846
13,005,485

8,336,421
14,225,210

3,144,524
6,154,942
3,010,418

5,992,884
10,878,929
76.6%

4,886,045

256%

8,405,647
11,624,354

219%

275%
242%

289%

254%

202%

72.2%

2017

8,362,415

2018

8,402,846

2019

2020

8,336,421

2021

5,992,884

178% 177%132% 132%2022

8,405,647

82% 85%

3,144,524

Source: Hotel Occupancy Survey (EOH) and Tourist Apartment Occupancy
Survey (EOAT) by the National4,886,045
Institute of Statistics (INE).

62% 65%3,010,418
2017

2018

2019

2020

2021

2022

JAN

FEB

MAR

APR

MAY

JUN

JUL

Source: Hotel Occupancy Survey (EOH) and Tourist Apartment Occupancy
Survey (EOAT) by the National Institute of Statistics (INE).

14

AUG

43% 47%SEP

22% 22%

14% 18%

OCT

NOV

15%

22%

DEC

Source: Hotel Occupancy Survey (EOH) and Tourist Apartment Occupancy
Survey (EOAT) by the National Institute of Statistics (INE).

15

MADRID 2022 TOURISM REPORT

01_DESTINATION MADRID

Returnto 2019
figuresMonthly evolution of average stay
TOTAL

In 2022, the average stay in Madrid was at thesame level as in 2019, with 2.17 nights. The
2022 data on both domestic and international
stays was slightly above that registered in 2019.

2.84
2.63

2.65

2.70

2.53

5.6%

January, with 2.84
nights, was themonth with thehighest averageinternational stay

2.28

2.21

2.16

4.2%

5.1%

3.2%

1.94

1.88

1.87

1.87

JAN

FEB

MAR

APR

2.18
0.4%

2.14

1.79

1.76

1.83

MAY

JUN

JUL

TOTAL

TOTAL

2.65

INTERNATIONAL

2.70

5.6%

1.94

JAN

2.16
5.1%

1.88

FEB

2.21
3.2%

2.28
4.2%

2.18
0.4%

2.2%

1.93

AUG

2.52

2.14

2.41
2.17
1.6%

0.1%

1.87

1.87

1.79

1.76

1.83

MAR

APR

MAY

JUN

JUL

2.42
2.21
2.2%

1.93

AUG

2.39
2.12
2.5%

2.39
2.22
0.1%

2.05
3.4%

2.36
2.09
5.7%

2.42
2.12
2.1%

2.40
2.10
1.3%

SEP

1.85

1.74

1.89

OCT

NOV

DEC

1.79

1.76

2017

2018

2.12

2.39
2.22

2.05

2.36
2.09

2.5%

0.1%

1.76

1.85

1.74

1.89

OCT

NOV

DEC

SEP

2.64

2.49
2.29

2.16

6.0%

3.2%

1.92
1.76

2.39

3.4%

5.7%

INTERNATIONAL

2.81

2.53
2.45

2.27

DOMESTIC

2.21

2.17
1.6%

Annual evolution of average stay

2.42

2.41

0.1%

Monthly evolution of average stay

2.63

2.52

2.45
2.27

DOMESTIC

Nights of average stay in
2022

INTERNATIONALDOMESTIC

January, with 2.27 nights, was the month withthe highest overall average stay.

2.84

2.17

2.20
4.1%

2.50
2.17
1.2%

1.94
1.84

1.77

2019

2020

2021

2022

Source: Hotel Occupancy Survey (EOH) and Tourist Apartment Occupancy
Survey (EOAT) by the National Institute of Statistics (INE).

16

17

MADRID 2022 TOURISM REPORT

01_DESTINATION MADRIDGreater quality in the hotel offer
At the end of 2022, Madrid had 809 hotel
establishments, 10% more than in 2021. For its
part, the number of hotel beds available as ofDecember 2022 was 89,365, 2.63% above thefigure for the last year. A quantitative growththat is matched by a qualitative one, sinceclose to 65% of hotel rooms in Madrid are in

4- and 5-star establishments. The number ofhotel beds in these categories was 57,914,
which is 25.6% more than in 2021 and exceeds
the data for 2019. A figure that consolidates
Madrid’s first place in the ranking of Spanish
cities with the highest number of 4- and 5-star
hotel beds.

Hotel infrastructure
TOTAL NUMBER
OF ROOMSTOTAL NUMBER
OF PLACES AVAILABLETOTAL NUMBER
OF STAFF(December 2022)(December 2022)(December 2022)

Hotel infrastructure

45,37689,365TOTAL NUMBER+1.80%OF ROOMS

Year on year variation

Total hotel
rooms (annual average)

1,101

TOTAL NUMBER+2.37%OF PLACES AVAILABLE

45,376€121.33(December 2022)

89,365€81.32+1.80%
33.20%

1,101
62.00%(AVERAGE 2022)+2.37%
84.36%

ADRs (€)€121.33€81.32(AVERAGE 2022)

33.20%

62.00%

84.36%

51.25%

2,745
6.05%

7,340
16.18%

151
HOTELS73
HOTELS

41
HOTELS510
HOSTELS

Distribution
4*GOLDby category

5*GOLD

35
HOTELS

5,982
13.18%

3*GOLD23,255

6,054
13.34%

51.25%

5*GOLD

3*GOLD

4*GOLD

Average occupancy level per room
151
HOTELS

35
HOTELS

64.97%

70.66%

75.52%

76.65%73
HOTELS

64.61%

56.50% occupancy level per room
Average42.43%

64.97%JAN

FEB56.50% MAR

42.43%

70.66%
APR

75.52%
MAY

76.65%
JUN

76.24%

2* y 1*GOLD 2* y 1*GOLD510
HOSTELS

41
HOTELS80.17%

73.95%

55.80%

64.61%
JUL

7,340
16.18%

2,745
6.05%

76.24%
55.80%
AUG

SEP

80.17%
OCT

73.95%
NOV

61.47%DEC

89

ADRs (€)

REVP€121.33€8

33.20%

84(December 2022)(December 2022)

45,376+1.80%

2021

+2

2022

€121.332022

33.20%

Distribution by categor

89,36523,255+2.37%
5,982
13.18%
5*GOLDREVPAR

4*GOLD€81.32

151
HOTELS

35
HOTELS84.36%

6

Year on year var

Average occupancy lev

TOTAL NUMBER
OF PLACES 57,914
AVAILABLETOTAL NUMBER
OF STAFF

45,37689,365

1,101(December
2022)(December 2022)
Distribution
by category
hotel rooms (average)
46,09655,974(December 2022)

ADRs (€)

55,9742019€121.33
33.20%

2019

25.6%

57,914+2.37%
5,982 25.6%
13.18%
46,096
5*GOLD
2021
2022
REVPAR€81.32
35
HOTELS

2021

84.36%

56.50%
16.50%
23,255 42.43%

51.25%

64.97%

4*GOLDAVERAGE OCCUPANCYPER ROOM151
HOTELS(AVERAGE
2022)
JAN
FEB

2022

FEB

MAR

APR

MAY

JUN

18

JUL

AUG

SEP

OCT

Source: Hotel Occupancy Survey (EOH)

NOV

DEC

70.66%

MAR

62.00%

Average occupancy level per room
Distribution by category

APR

Source: Hotel Occupancy Survey (EOH)
by the National Statistics Institute (INE). Date: December 2022.

19
64.97%

1

51.25%

7p.p.

Source: Hotel Occupancy Survey (EOH)
by the National Statistics Institute (INE). Date: December 2022.

JAN

45,376TOTAL NUMBER
4 and 5 star
OF ROOMS+1.80%

61.47%(Dece

TOTAL NUMBER
OF PLACES AVAILABLE

28.1%

4 and
5 star
2019
2021
Hotel
infrastructure
hotel rooms (average)

2* y 1*GOLD 2* y 1*GOLD(December 2022)

TOTAL NUMBER
87,821OF ROOMS

ADRs (€)

7p.p.
6,054
13.34%

23,255

5,982
13.18%

2019

TOTA
OF P

Year on year variation

68,542AVERAGE OCCUPANCY
7p.p.
PER ROOMDistribution by category

Hotel28.1%
infrastructure

87,86516.50%REVPAR

87,821

68,542AVERAGE OCCUPANCYPER ROOMTOTAL NUMBER
OF ROOMS+1.80%

Year on year variation

Total
87,865hotel
rooms (annual average)

TOTAL NUMBER
16.50%OF STAFF(December 2022)
REVPAR

Hotel
Hotel infrastructure
infrastructure

Year on year variation

9 New 5-star hotel brands in 2022
(December 2022)
ADRs
(€)

October, with
80.17%, was themonth with thehighest averageoccupancy per room70.66%

75.52%

76.65%

Source: Hotel Occupancy Survey (EOH)

64.61%

MADRID 2022 TOURISM REPORT

01_DESTINATION MADRID

Connectivity
Adolfo Suárez

The interruption that the pandemic brought
about in all areas of society was especiallyharsh in some sectors. Passenger transport
was one of them. The restrictions that are
still in force in some countries are reflectedin the data, especially when it comes to air
traffic, which, despite the evident recovery
experienced in the last year, has not yet
returned to the figures for 2019. Despite theopening of Asian countries, especially China,
the conflict in Ukraine and traffic restrictions
on Russian airlines are still slowing down therecovery of these markets. For its part, theincrease in the supply of fuel, added to theyears of crisis, is causing airlines to focus onroutes that are more profitable, to recover their
cash flow and improve their competitiveness.

Madrid-Barajas Airport.
Adolfo Suárez
Market share
Madrid-Barajas
Airport.

by geographic regions:Market shareby geographic regions:

EUROPEAN AIRPORTRANKING BY VOLUME
OF PASSENGERSEUROPEAN
AIRPORTRANKING BY VOLUME
OF PASSENGERSEUROPE

44.3 %NORTH AMERICA

5.3 %44.3 %

SPAIN

5.3 %

NORTH AMERICA

In the case of Adolfo Suárez Madrid-Barajas
Airport, the volume of travellers in 2022 was
51 million, well above the 24 million in 2021,
but still below the 62 million in 2019. The
increase in the number of travellers who flew

EUROPEMIDDLE EAST

2.8 %28.4 %

ASIA PACIFIC

MIDDLE EAST

SPAIN

0.1 %

2.8 %

28.4 %

to the Spanish capital in the last year is largely
due to the recovery of domestic travel, which
accounted for 28% of the market share in 2022
(compared to 27% in 2019), as well as flightsfrom Latin America, which represented 16%(compared to 14% in 2019).
Regarding train connectivity, Madrid
reinforced its status as a travel
hub with the liberalisation of
the market and the arrival in
Spain of the operators Ouigo
and iryo, which haveincreased the highspeed connections
between thecapital and otherdestinations in
the country.

ASIA PACIFIC

0.1 %AFRICALATIN AMERICA AFRICA

75
75

AIRLINES

16.5 %LATIN AMERICA

2.6 %Rail-connected
Rail-connected
provincesprovinces

2.6 %16.5 %AIRLINES

27
27

DESTINATIONS201

DESTINATIONS

397
397ROUTESROUTESTOTAL PASSENGERSTOTALINPASSENGERS
2022 (IN MILLIONS)IN 2022 (IN MILLIONS)

50.6
50.6
MM
18%

PASSENGERS (IN MILLIONS)PASSENGERS(IN MILLIONS)ON EUROPEAN
FLIGHTSON EUROPEAN FLIGHTS

18%

PASSENGERS (IN MILLIONS)PASSENGERS (IN MILLIONS)PASSENGERS(IN MILLIONS)PASSENGERS(IN MILLIONS)ON DOMESTIC
FLIGHTSON INTERCONTINENTAL
FLIGHTSON DOMESTIC FLIGHTSON INTERCONTINENTAL FLIGHTS

22.4MM 14.4
14.4
13.8
22.4
MM 13.8
MM
21.2%
21.2%

23
21
23
21

PROVINCES WITHPROVINCES WITHPROVINCES WITHMEDIUM-DISTANCE
LONG-DISTANCE
HIGH-SPEEDPROVINCES WITHPROVINCES WITHPROVINCES WITHCONNECTIONSCONNECTIONSCONNECTIONSMEDIUM-DISTANCE
LONG-DISTANCE
HIGH-SPEED
CONNECTIONSCONNECTIONSCONNECTIONS

201

14.1%14.1%

16.5% 16.5%

year on year variation (2022-19)
year on year variation (2022-19)
Source AENA Source AENA

20

Bus

Source Renfe

Source Renfe

Bus

NO. OF TICKETS WITH ORIGIN ORIGIN OF TRAVELLERSORIGIN OF TRAVELLERS
N . OF TICKETS
WITH ORIGIN/ DESTINATIONMADRID/ DESTINATION MADRID
O

376,603376,603
388,999
388,999

Málaga, Segovia, Almería, Granada,
Málaga, Segovia,Sevilla,
Almería,Barcelona,
Granada, Valencia, Salamanca,
Sevilla, Barcelona,
Valencia,Bilbao.
Salamanca,
Algeciras,
Algeciras, Bilbao.

TOP 3
TOP 3
ROUTES RANKING
ROUTES RANKING
MÁLAGAMÁLAGASEGOVIA SEGOVIAALMERÍA ALMERÍADOMESTICTRAVELLERS

52%

INTERNATIONALTRAVELLERS

48%

DOMESTICTRAVELLERS

52%

INTERNATIONALTRAVELLERS

48%

Source Movelia

21

Source Movelia

MADRID 2022 TOURISM REPORT

01_DESTINATION MADRID€1,570vs.
€1,369Average spending perperson in 2022 washigher than in 2019

International traveller spending
Monthly evolution
AVERAGE SPENDING PER PERSONAVERAGE DAILY SPENDING PER PERSON

1,735
14.28% 1,515
1,540
3.40%
16.23%

244

276

12.01%

JAN

FEB

1,542

306

MAR

APR

14.83%

297

23.62%

13.78%

1,747

17.20%

7.17%

291

12%

1,619

17.09% 1,517
1,436
14.23%
6.22%

310

291

26.77%

JUN

1,667

11.90%

270

21.41%

MAY

1,687

Year on year variation

JUL

303

13.03%

20.69%

AUG

SEP

221

228

17.58%

OCT

20.04%

7.20%

283

24.57%

1,555

1,425

0.62%

14.38%NOVDEC

Annual evolution
TOTAL SPENDING

AVERAGE DAILY SPENDING

10,4548,855
20.92%

9,286

12.58%

9,491
204.93%

4.86%

3,113
2,289

35.96%

International tourism spending
In 2022, the spending by international
visitors in the Community of Madrid showeda very positive evolution, with growth insome of its indicators, placing them at levels
similar to, and even higher than, those of
2019. According to data from the INE Tourist
Spending Survey (Egatur), travellers frominternational markets paid a total of €9,491
million, a figure three times higher than that
registered in 2021, although still below thatof 2019, when it stood at €10,454 million.
For its part, average daily spending hasreached €276, which represents a 20%
increase compared to the previous year andeven exceeds the €272 of 2019. The averagespending per person in 2022 (€1,570) is
also higher than that of the year prior to thepandemic, which was €1,369. June was themonth with the highest average spending
per person (€1,747), while December
experienced the highest year-on-year
variation (more than 20%).
The data referring to tax free sales madein Madrid in 2022 is also very positive, andregistered a recovery rate of 93% compared tothat of 2019, according to the Tax Free Madrid
Sales Report 2022 report by Global Blue.

22

2018

2019

2020

2021

SPENDING PER PERSON

1,318
0.31%

1,299
1.48%

10.45%

8.23%

78.10%

2017

244

221

2022

2017

272
11.56%

229

185
32.01%

2018

2019

2020

1,369

1,361

2021

2022

5.45%

15.30%

27.26%TOTAL

AVERAGE DAILYSPENDING€9,491 M €276

1,070

204.93%20.72%AVERAGE SPENDING PER PERSON€1,57015.30%

2018

20.72%

1,570

21.88%

2017276

23.69%

2019

2020

2021

2022

Tourist Spending Survey by the National Statistics Institute (INE)

23

02

Living Madrid
In 2022 Madrid became alandmark for urban tourism.
And it has done so, to agreat extent, thanks to thethree great “revolutions”
experienced by the capital:
the quality of its hotels, its
gastronomy, and its status
as a setting for the film andTV industry.

MADRID 2022 TOURISM REPORT

02_LIVING MADRID

Visitor Profile
The second revolution is the gastronomic
offer. In addition to the Michelin star
restaurateurs who already have theirmain establishments in Madrid, there are
numerous international restaurant groups
that have shown an interest in having theirown space in the capital.
Madrid is also experiencing its own
cinematographic revolution. In addition to
its traditional role in the Spanish audiovisualindustry, it is now being appreciatedinternationally, becoming the backdrop for
major film and television productions.

I

To all these aspects, Madrid continues
to add its traditional attractions. Amongthem is its valuable historical legacy,sociocultural programme and its leisureand entertainment choices, all of which
encourage visitors to return, according to
the 2022 Tourist Perception Survey.

N 2022 Madrid consolidated its position asa key destination for urban tourism. And it
has achieved this, to a large extent, thanks
to the three great ‘Revolutions’ that the city
is experiencing. The first of them regard its
hotel quality, with 30% of hotel investment
being allocated to 5-star hotels.

When did
you prepare
your trip?

Sex

Age

MALE

18 - 35

30%

FEMALE57%

43%

36 - 55

46%+ than 56

23%

Europe+4monthsbefore

26%

Asian

53%

3%

America43%

Africa1%

Oceania1%

The purpose of the visit?

1%

3%

STUDY
/TRAINING

3%

With whom
are you travelling?
1-2
monthsbeforeCOLLEAGUESBUSINESS⟶ 85% of visitors spent an
average of 3 nights inthe city

10%

Where do you come from?

This same survey shows that hospitality is,
together with safety and cleanliness, thethird most important factor in shaping theimage of Madrid in the minds of tourists.
The first place is occupied by heritage andthe cultural programme, and the second, by
its transport infrastructure.

52% of those surveyed said that
cultural heritage is the main reason
for their visit

-1
month
beforeLEISURE

94%

RELATIVES

11%

CHILDREN

38%

PARTNER

48%

12%

FRIENDS

12%

ALONE

15%

2-4
monthsbefore26%

Source: Tourism Perception Survey of the Tourism Intelligence Centre at the Tourism Department, Madrid City Council

26

27

MADRID 2022 TOURISM REPORT

02_LIVING MADRID

What sparked yourinterest in Madrid?

Where did you look for information?
How long?
How long?
How long?
6.6%
6.6%
6.6%

+1
WEEK
+1
WEEK

DID NOT PREPWhere
did you look for information?
ARE ANYTHING

6%

DID NOT PREPTV/PRESSARE ANYTHING

INTERNET
Where did
you look for information?
6%
6%

34%

TOURIST TV/PRESSOFFICESDID NOT PREP7%
6%
ARE ANYTHINGTRAVEL AGENCIESTOURIST OFFICES
6%

34%

COMMENTSGUIDES+1
WEEK

13%in Madrid?
First time
YES
First time in Madrid?

NO

60%

NO

1
WEEK

18.7%

1
WEEK

18.7%

1
WEEK

22%

60%

NO

YES

60%

40%

Main reason for your visit?
Main reason for your visit?

5 OR MORE TIMES

YES

40%

Getting to know the rich and varied cultural heritage of thecity is the main reason why tourists visit Madrid, according to
the 2022 Tourist Perception Survey, prepared by the Tourist
Intelligence Centre of the Tourism Department of the Madrid
City Council, in which 3,301 people took part. It is followed by
the leisure and entertainment programme and the gastronomy
on offer in the city, which is booming.

34%

9%
7%
TV/PRESSGUIDESTRAVEL AGENCIES
6%
13%
9%
TOURIST OFFICESGUIDES
7%
13%
TRAVEL AGENCIESFirst time9%
in Madrid?

40%

18.7%

Social Media 30%
Travel blogs 26%
Official website of Madrid 19%
Social MediaINTERNET
Forums18% 30%Travelblogs 26%
Onlineagencies
7%
Official website of Madrid 19%
Forums 18%
Social30%
COMMENTSINTERNET
Online Media
agencies
7%
Travel blogs 26%
22%
Official website of Madrid 19%
COMMENTS
Forums 18%
22%
Online agencies 7%

2/4 TIMES

71%

29%

5 OR MORE TIMES

2/4 TIMES

29%

5 OR MORE TIMES

71%

2

2/4 TIMES

3

71%

29%

1

4
5

HERITAGE/MONUMENTSHERITAGE/MONUMENTS

1
VISITING FRIENDS

2
3
4
5

10%
VISITING FRIENDS
10%TOURIST ATTRACTIONS

52%
52%

9%TOURIST ATTRACTIONS
9%PERFORMING ARTS

8%PERFORMING ARTS
8%GASTRONOMY
4%GASTRONOMY
4%OTHER SPORTING EVENTS

54.1%

3/5
DAYS

54.1%

3/5
DAYS

54.1%

3/5
DAYS

19.77%
19.77%
0.73%
19.77%
0.73%

1%
OTHER SPORTING EVENTSFOOTBALL MATCH1%

Is there good promotion ofMadrid in your city/country?

1%
FOOTBALL MATCH
1%

CONVENTION/SUMMIT

1%
CONVENTION/SUMMITTRAINING1%
1%
TRAINING
EVENTS1%

2%
EVENTS
OTHER MATTERS2%

N/A

2%
2/3
DAYS
2/3
DAYS
1
2/3
DAY
DAYS
1
DAY

5%
OTHER MATTERS

Other reasons
Other
for
yourreasons
visit?
for your visit?

5%

IN DISAGREEMENTMUSIC AND FESTIVALS

14%

AGREE

50%

COMPLETELY
AGREE

34%

GASTRONOMY

5%MUSIC AND FESTIVALSVISITING FAMILY/FRIENDS5%GASTRONOMY
23%
HERITAGE/MONUMENTS
23%

6%
7%6%

VISITING FAMILY/FRIENDSNIGHTLIFE

17%
HERITAGE/MONUMENTSPERFORMING
ARTS
17%
11%
PERFORMING ARTSSHOPPING/FASHION
11%10%SHOPPING/FASHION
10%NIGHTLIFE
TOURIST ATTRACTIONS7%

9%
TOURIST ATTRACTIONS
9%Source: Tourism Perception Survey of the Tourism Intelligence Centre at the Tourism Department, Madrid City Council

0.73%

1
DAY

28

29

MADRID 2022 TOURISM REPORT

02_LIVING MADRIDThe new capital ofinternational gastronomy
Madrid is experiencing an unprecedented
gastronomic revolution. The great Spanish
restaurateurs already have their mainestablishments in the capital, with cuisine
proposals for all audiences, from the mostcasual to those who are looking for Michelin
stars. Madrid is also the focus of interest frominternational restaurant groups such as Zuma,
Rebuchon, Nobu and Rosanegra, among
others, who make Madrid the new epicentreof gastronomy.
At the end of March, he chef with themost Michelin stars in the country, Martín
Berasategui, will return to Madrid with Club
Allard. In addition, Dani García, Marcos Granda
and Rafa Zafra, among others, will open otherrestaurants in the capital; and more than
60 new prestigious restaurants have beenannounced for this 2023. Haute cuisine is not
only becoming consolidated in Madrid due tothe arrival of national and international chefs
and restaurant groups, but also thanks to the
22 restaurants that already have at least one
Michelin star, among which stand out the threestar DiverXo, and the two-star Deessa, Coque,
Smoked Room, DSTAgE, Ramón Freixa andPaco Roncero.
But not everything is haute cuisine in Madrid.
The city boasts 12 restaurants that havereached the 100-year milestone, including
Casa Botín, the oldest restaurant in the world,
according to the Guinness Book of Records.
There is also a proliferation of old markets
that have been turned into gastronomic
spaces, following in the steps of the Mercado
de San Miguel. And gastronomic fairs thatare gaining weight every year, such as
Madrid Fusión, Gastrofestival Madrid andSalón Gourmets. And the art of tapas. And
the cocido. And the calamari sandwich. And
Madrid-style tripe. And…

Michelin-starred restaurants 2023

30

3 STARS

2 STARS

1 STAR

DIVERXO
Dabiz Muñoz

DEESSA
Quique Dacosta

RAVIOXO
Dabiz Muñoz

LA TASQUERÍA
Javi EstévezGAYTÁN
Javier Aranda

SMOKED ROOM
Dani García

UGO CHAN
Hugo Muñoz

CLOS
Marcos Granda

A’BARRA
Sergio Manzano

COQUE
Hermanos Sandoval

ZUARA SUSHIDavid Arauz

DSTAGE
Diego Guerrero

QUIMBAYA
Edwin RodríguezCORRAL DE LA
MORERÍADavid García

RICARDO SANZWELLINGTON
Ricardo Sanz

RAMÓN FREIXA
Ramón Freixa

SADDLE
Adolfo Santos

EL INVERNADERO
Rodrigo de la CalleLÚA
Manuel Domínguez

PACO RONCERORESTAURANTE
Paco Roncero

GOFIO
Safe Cruz

31

YUGO THE
BUNKER
Julián MármolMADRID 2022 TOURISM REPORT

Culturalheritage

02_LIVING MADRID

Reina Sofia
National Art
MuseumMadrid is part, since 2021, of the Unesco
World Heritage list, which includes sitesthat boast exceptional universal value. The
Paisaje de la Luz, a space that includes
Paseo del Prado between Cibeles and Plazadel Emperador Carlos V, in Atocha, El Retiro
park and the Jerónimos neighborhood, isan extraordinary urban environment, where
culture, science, and nature have coexisted
since the middle of the 16th century.

Prado National
Museum2022 vs 2019

VISITORS

VISITORS

4,425,699

3,063,092
86%
44%

1,643,108

In Madrid there are more than 1,800
monuments, 200 historical buildings and 70
museums. Important openings are planned for2023, such as the Galería de las Colecciones
Reales, the most important museum projectin Spain in decades. It will be set next to
the Royal Palace and will have more than
40,000sqm to display the richness, excellenceand diversity of the Royal Collections and, atthe same time, serve as a showcase for all theRoyal Sites.

2019

The Paseodel Arte

2021

2,427,71

3,203,417

115.43%24%

1,126,897

2022

2019

2021

Thyssen-bornemisza
National Museum

National ArchaeologicalMuseumVISITORS

VISITORS

1,072,003
1,034,873

Velázquez, Goya, Picasso, Dalí, Rubens, andRembrandt are less than one kilometre away...
in Madrid. The Paseo del Arte brings together
some of the best museums in the world,
among them the Museo del Prado, the Reina
Sofía and the Thyssen-Bornemisza. Last year,
the three museums experienced a significant
increase in visitors compared to the previous
year; and the first two are close to thefigures of 2019, when all three broke visitor
records. The Thyssen, for its part, has alreadysurpassed them.

2019

671,0782021

455,909

59.7%
3.6%

2022

VISITORS

1,092,978429,5462019

2021

499,300

329,714

2019

2021

38.3%
8.7

2022

The Paseo delArte concentrates
some of the bestmuseums in theworld

Royal Palace

1,547,967

2022

154.4%
29.4%

2022
Sources: Museo Nacional del Prado, Museo Nacional Centro de Arte Reina Sofía y Museo Nacional Thyssen-Bornemisza.

32

33

MADRID 2022 TOURISM REPORT

Madrid:let the show begin

Stay

Theatre, musicals, flamenco, dance, zarzuela,
circus, magic, opera, cinema, concerts...
Madrid’s cultural and festive offer is one of
the largest and most varied in the world. For
this reason, among the main reasons to visit
Madrid, its leisure opportunities (9%) and its
performing arts programme (8%) appear inthird and fourth place, according to the 2022
Tourist Perception Survey. For this reason,
it has been chosen as the city with the bestnightlife in the world, ahead of New York,in a survey carried out at Fitur 2023 amongprofessionals in the tourism sector.

of Producers and Theatres of Madrid has
confirmed that in 2022 300 shows were put
on, and 13 of them were musicals.

In 2022, it was worth noting the opening of
new cultural spaces, such as Espacio Delicias,
an 18,400sqm complex divided into threespaces, and the Príncipe Pío performancecentre, located in the Estación del Norte,
which adopts different names depending on
the show being performed.

To this must be added the new entertainment
and leisure offer at the Madrid Fair, which, inan example of diversification, launched IFEMA
Madrid Live, a brand that offers different
spaces and a cultural program with a varietyof artistic styles, which is helping to promotecultural tourism.

Never have so many musicals been
performed at the same time in Madrid. There
are 45 currently on the billboard. The LionKing begins its 12th season breaking its
own records. For its part, the Association

We must also mention the celebration of
professional fairs, among which Fitur, Arco,
Sicur, Fruit Attraction, Gamergy, Aula, Genera
and Construtec stood out.

300 productions
premiered in Madrid in
2022 (APTEM)

02_LIVING MADRID

85% of visitors to Madrid stay for threeor more nights.

Unrestricted music festivals returnedin 2002, such as Noches del Botánico,
Universal Music Festival, Dcode Festival,
JazzMadrid, Madrid Escena and the Festival
Río Babel and Mad Cool, which stood out forgathering 310,000 spectators. And by 2023
it will increase with the arrival of Primavera
Sound, which chooses the capital as a newvenue in addition to Barcelona.

Madrid is thecity with thebest nightlife,
accordingto tourism
professionals

The Lion King:
12 seasons
3,500 performances
5,000,000 viewers

How many nights will
you spend in Madrid?

Where are you staying?
NONE/HIKER

2%

OTHER ACCOMMODATION

HOTEL

61%

3%

WITH FRIENDS

10%

1 NIGHT

2%2 NIGHTS

13%

3 NIGHTS

36%

4 NIGHTS

26%

5 NIGHTS

10%+ 5 NIGHTS 13%

TOURIST HOUSING

11%

HOSTEL/HOSTEL

13%

Source: Tourism Perception Survey of the Tourism Intelligence Centre at the Tourism Department, Madrid City Council

34

35

MADRID 2022 TOURISM REPORT

02_LIVING MADRID

Madrid, the new European
capital of high-end tourism
Madrid was consolidated in 2022 as the most
attractive urban destination for hotel investors,
who allocated €803 million to the purchaseof hotels. This represents 72% more thanin 2021, according to the Hotel Investment
Report in Spain prepared by Colliers, a realestate services and investment managementcompany. This study yields two interesting
facts: 70% of the investment came frominternational investors (€554 million) and 30%of the total invested (€259 million) went to
five-star hotels.
The landing in Madrid of the big luxury hotel
brands began in the midst of a pandemic.
The Four Seasons was the first to arrive in
September 2020 and others soon followed.
The Thompson hotel, of the Hyatt chain, hasbeen one of the five-star establishments torecently open its doors, along with The Madrid
Edition, the most exclusive brand of the
Marriott chain.
To all these, and those that will open in 2023,
we must add the recent renovations of the

Mandarin Oriental Ritz, the Rosewood Villa
Magna and the Hotel Santo Mauro, which goesfrom Autograph to Luxury Collection. In short,there have never been so many luxury suites
in Madrid, which has truly earned its status as
the new capital of luxury.
And the first consequence of this quality
hotel revolution is attracting long-haultravellers, with greater purchasing power,
more focused on urban tourism andconnected to culture, gastronomy, andshopping. In this sense, the traditional
golden mile of shopping in Madrid, theSalamanca district, where the most exclusive
boutiques in the city have been located for
decades, has found a new competitor: thearea between Gran Vía and Calle Alcalá,
where five-star hotels proliferate.
There is also the new icon of luxury in Madrid:
the Galería Canalejas, which brings together
more than 40 fashion, accessories, perfumery
and fine jewellery stores from the mostprestigious brands in the world.

Madrid breaks its own hotel
investment record in 2022
72%

TRANSACTIONS

19

INCREASE

ROOMS

OF NATIONAL HOTEL INVESTMENT 24%

FOREIGN CAPITAL 70%
ALLOCATED TO FIVE-STAR HOTELS 30%

2,547€ MILLION

803

Source: Colliers.

36

37

MADRID 2022 TOURISM REPORT

02_LIVING MADRID

A walk through Madrid

The
most
iconicspotsininMadrid
MadridThe
mosticonicspots

Visitors to Madrid walk mostly through the city centre. Gran Vía
and its adjacent neighbourhoods are the most visited. As for
Madrid’s icons, Puerta del Sol, the Prado Museum and La Cibeles
are the most recognised.

PUERTA DEL SOL
PUERTA DEL SOL

Which neighbourhoods do you visit in Madrid?

18%
18%

PRADO MUSEUM
PRADO MUSEUM

18%
18%

CIBELESCIBELES

13%
13%

CASTELLANA

4%
CONDE DUQUE

2%PRINCESA

3%

MALASAÑA

5%

CHUECA

5%

BARRIODE SALAMANCA

4%

PLAZA MAYOR

PLAZA
9%MAYOR9%

SOL /GRAN VÍA

16%

BARRIODE LASLETRAS

10%

AUSTRIAS

14%

EL RETIRO

EL9%RETIRO

9%

GRAN VÍA

GRAN
6% VÍA

6%

RETIRO

9%PASEO
DEL ARTE

MADRID RÍO

3%11%
LA LATINA

8%

LAVAPIÉS

4%BEAR AND STRAWBERRY TREE

5%

BEAR AND STRAWBERRY TREE

5%BERNABÉU

5%BERNABÉU

5%OTHER MUSEUMS

4%OTHER MUSEUMS

4%

Source: Tourism Perception Survey of the Tourism Intelligence Centre at the Tourism Department, Madrid City Council

38

39

MADRID 2022 TOURISM REPORT

02_LIVING MADRIDThe streets of the city hosted a total of 860
film sets in 2022, among which 66 televisionseries, 47 fiction films and 380 ads stood out,
according to data from the Madrid Film Office,the Madrid City Council’s film and audiovisual
promotion office.
In addition, this office assisted 557 projects
last year, an increase of 194% comparedto the activity of this body in 2019, when it
assisted 287 projects.
Madrid has recently been the scene ofinternationally successful series such as

Valeria, Elite, 30 Coins, Fortune, Riot Police,
Garcia! and Red Queen. Among the films shotin recent years, stand out All the Names ofGod, Terminator: Dark Fate, Champions 2,
Parallel Mothers and The Good Boss.
More proof of the magnitude of this industry
in the capital is that it concentrates 35% offilm production companies in Spain and 31%
of animation and visual effects production
companies. According to a study by the realestate consultancy Savills prepared in 2020,
Madrid ranks 9th in the world and 3rd in
Europe among the most attractive cities forthe audiovisual sector in the world.

In 2022, the streets of the city
hosted a total of 860 film sets,
among which stood out 66
television series, 47 fiction
films and 380 ads

A city to tell stories
Madrid, the best film location
Pedro Almodóvar once said that Madrid
is another actor in his films. And he is notalone: it is easier and easier to see Madrid’s
locations in national and international films
and series.
Madrid has always been the traditional
headquarters of the film and televisionindustry in Spain, but the international
success of projects such as Money Heist,one of the most watched series in the history
of Netflix, has positioned the region as oneof the main centres of content-productionin Europe. Platforms and large international
companies such as Netflix, Amazon, HBO
Max, and Paramount Global have establishedthemselves in Madrid in recent years.
The reason: the region has creators boasting
proven talent; highly qualified professionals;
top-level producers and equipment suppliers;
an unimaginable variety of locations very
close to each other and that have shown
great versatility to recreate other cities andregions of the world; more than 3,200 hours
of sunshine a year; privileged connectivity
and a wide range of accommodation. This
commitment has been reinforced by the main
national channels and producers, such as
RTVE, Movistar Plus+, Atresmedia, Mediaset,the Mediapro Studio and the Grupo Secuoya,
with an increase in activity and presence
in Madrid.

40

Projects assistedby the Madrid Film Office
PROJECTS
557
397
287

2019

266

2020

2021

2022

41

MADRID 2022 TOURISM REPORT

02_LIVING MADRID

30% of international spending isconcentrated in the Centro and Barriode Salamanca districts

Cuota de ventas por categoría

Gasto por países de origen
VOLUMEN GASTOESTADOS UNIDOS

TRANSACCIONESFRANCIA

22%
18%

9%

Moda
y compras

12%

21%

REINO UNIDO

ARGENTINA

6%

5%

4%

4%

7%

4%

MÉXICO

Restauración

Alojamiento

13%

9%

CENTRO17%
BARAJAS

5%
4%

VOLUMEN GASTOBARRIO DE SALAMANCA

30%

INCREMENTO

8%42%

CHAMBERÍ

70%
CHAMARTÍN

4%

ESTADOSUNIDOSFRANCIA

42%

3%

1%

VOLUMEN GASTOPORTUGAL

77%

15%

14%
VOLUME OF12%SPENDING

9%
TRANSACTIONSFRANCEMEXICO

12%

22%
18%

28%

17%

9%

UNITED STATESARGENTINA

29%

12%

Shopping in Madrid

53%

REINO
UNIDO

29%

those who came in 2019, according to a reportobtained, with the collaboration of Visa, oninternational visitor spending in Madrid. In thecase of the number of transactions, the growth
was even greater, more than 50% compared to
2019. Americans were, according to this report,
the tourists who spent the most in Madridin 2022, with an increase of 42%, followed

TICKET MEDIO

94%

47%

41%

25%

UNITED KINGDOM

13%

6%
4%

ARGENTINA

5%

4%

7%

4%

Fuente: Visanet

42

2%

TRANSACCIONES

65%

Spending 1%
by country of origin

Shopping is one of the best leisure plans in
Madrid. Stores, boutiques, markets, workshops,
large renovated spaces and modern shopping
areas that combine traditional craftsmanshipand new trends multiply the options for
shopping tourism in the capital. Foreign tourists
who visited the city in 2022 increased theirspending by more than 30% compared to2%transactions of international tourists in 2022
was observed in the Centro district, standingat 17% and 19%, respectively.

Spending in all districts has grown compared
MÉXICO
to 2019, and Retiro area stands out in therestaurant category, due to the increase in
the gastronomic offer in this area seen inrecent years.

RETIRO

13%

3%

Arte /
Entretenimiento

Salud

Variación interanual(Volumen
gasto/Transacciones/Ticket
medio)of purchases andconcentrationof the volume(volumen gasto 2022 / incremento vs 2019)3%

Transporte

by French visitors, with 29%, and Mexican
visitors, who increased their spending by
65%. China, the 4th country in volume ofspending in 2019, practically disappears
from this study due to the travel restrictions
applied in the country.

2022
vsto the2019
According
Visa report, the highest
Ventas por distritos

Supermercado

Fuente: Visanet

43

MADRID 2022 TOURISM REPORT

02_LIVING MADRID

Sales
by DISTRICT
Sales
share
by category

What do non-EU tourists
buy in Madrid?

Sales shareby category

VOLUME EXPENDITURE
INCREASE

FASHION

Fashion andshopping

Restaurants

21%

Accommodation

13%

Groceries

9%

Transportation

3%

Arts
AND SHOPPING/Entertainment

Health

21%

2%

3%

2%

RESTAURANTS

13%2022 vs 2019Year on year variation

SPENDING VOLUME(Spending volume/Transactions/Average receipt)

CENTRE

17%

13%

30%

94%

3%
42%

CHAMARTÍN

29%

3%

12%

SPENDING VOLUMEHEALTH

53%
28%

17%

77%

ARTS
/ENTERTAINMENT

Traveller's country of origin

13%

SHARE OF TAX FREE
SALES 2022 BY COUNTRY
OF ORIGIN

2%
9%

12%

Year-on-year variation

AVERAGE RECEIPTFOR EACH TAXFREE PURCHASE 2022

RECOVERY RATE
2022 VS 2019

1,213

13%

1,076

Year-on-year variation

MEXICO

65%

762

94%

66%

PORTUGAL77%

FRANCE41%

The progressive liberalization of travel
conditions, as well as the recovery of
connectivity with China, suggest that thismarket will recover in 2023, which in 2019represented 35% of tax-free purchases in
Madrid.

2%

TRANSACTIONSUNITED
STATES

The striking increase in the average receipt
per purchase for various nationalities stands
out compared to 2019. The USA experienced
the greatest growth (+66%), with its average
receipt per tax-free purchase standing at€762.

ARGENTINA

29%

15%

2022 vs. 2019

70%

14%
25%

1%

According to the same source, fashion andaccessories (64%) were the items that non-EU
tourists bought the most last year, followedby jewellery and watches (17%) and electronicequipment (10%). It must be rememberedthat tax free shopping only applies to items
that are going to be exported and it does not
apply to services, which is why catering andaccommodation expenses do not appear in thisranking. Barrio de Salamanca (48%) and Centro
district (33%) concentrate 81% of the tax freepurchases made in Madrid.

TRANSPORTATIONPORTUGAL
3%

UNITED
KINGDOM

47%

41%

CHAMBERÍ

42%

GROCERIES

65% 8%FRANCE

4%1%

9%RETIRO

5%
UNITED
STATES

4%

AVERAGERECEIPTACCOMMODATIONBARRIO DE SALAMANCAMEXICOBARAJAS

42%

TRANSACTIONS

The volume of tax-free purchases made by
non-EU visitors, according to the information
provided by the international VAT refund
supplier, Global Blue, is already practically at
the same level as in 2019. By nationality, theUS occupies the first position by volume ofspending (16%), followed by Mexico (12%) andArgentina (11%). The United Kingdom, postBrexit, enters the top 10 in tax-free purchases,
with the second highest average receipt perpurchase in 2022, €1,076.

53%

UNITED
KINGDOM

47%

29%

17%

7%

218%

335
144%

ARGENTINA

29%

14%

505

28%

16%
USA

12%
MEXICO

24%

116% 181

111%
13%

11%
ARGENTINA

7%
COLOMBIA

13%

93%

4%

4%

VENEZUELAUNITED
KINGDOM

Source: Visanet

42%

111%

4%
BRAZIL

148%

3%

265

21%

96%

152

3%
PERU

ISRAEL

25%

2% 8%
CHINA

Source. Global Blue.

Source: Visanet

44

309

288

45

MADRID 2022 TOURISM REPORT

02_LIVING MADRID

Meeting Types

MEETINGSCONFERENCES

24,481

2,715
6.1%

55%

CONVENTIONS

17,314
38.9%

Origin of participants

TOTAL MEETINGS

44,510

51.3%

13.1%

and Exhibitions) in the capital reached €1,715
million. This is 87% of the amount from 2019,and corroborates the success of this type ofindustry in the city. The average spending ofinternational participants amounted to €1,539,
with an average stay of 4.8 nights, according
to the study carried out by the Braintrust
consultancy.
On the other hand, in 2022 more than 44,500
meetings were held in Madrid, including
congresses, conventions and conferences.
This data represents a recovery of around 82%
compared to the 2019 figures. In this sense, it isimportant to remember that the activity during
the first quarter of 2022 was very limited, duein large part to the effects of the Omicron
variant of COVID-19.

MADRID

34.9%

CONVENTIONSCONFERENCESMEETINGS

3.6%

TOTAL PARTICIPANTS

Assessment

2.06 M

Total economic impact

9

The data supports the importance of themeetings industry in Madrid. In 2022 thissegment accounted for 16.4% of the total
number of visitors that came to the city, with
1,516,060 non-residents attending meetingsin Madrid, including their guests. In 2022, thedirect economic impact of meeting tourism(MICE: Meeting, Incentives, Conferencing

Types of participants

8.7

In 2022, for the fourth consecutive year, Madrid
was once again internationally recognised as
the best meeting and conference destinationin the world (World’s Leading Meeting andConference Destination) at the World TravelAwards. In addition, the latest ranking of
the International Congress & Convention
Association (ICCA) keeps Madrid among the
top destinations in the world as a host city forinternational conferences.

36.4%

28.7%

8.6

Madrid, a leadership
position

DOMESTIC

INTERNATIONAL

VENUE
RATINGASSESSMENT OFORGANIZATION OF
THE MEETINGASSESSMENT
OF THE CITY
OF MADRID

INDIRECT€2,145MILLIONS€3,860 million total economic
impact of meeting tourism
2022 Madrid
46

DIRECTTOTALECONOMIC IMPACT€1,715MILLIONS(direct + indirect)

M € 3,860
47

MADRID 2022 TOURISM REPORT

02_LIVING MADRID

Learn in Madrid
Madrid attracts and develops talent. A total of
32,000 foreign students enrolled in one of the
17 universities in Madrid and its surroundingsin the 2022/2023 academic year, according
to data from the Universities Office of theCommunity of Madrid. Most of these students
come from Latin America and Europe. In
addition, more than 96,000 people fromother Spanish regions are studying at Madrid
universities, of which 70,000 are taking
Bachelor’s degrees and 26,000 Master’s
degrees.
In addition to the wide academic offer ofthe Madrid universities (6 public and 11
private institutions) and the expectations of

employment and professional development,
most students opted for Madrid for its large
cultural and leisure life and its recognised
status as an open city, meeting place andgreat space for coexistence.
For its part, the language tourism sector
continues to grow with the aim of reaching
the 17,936 people who came in 2019 to
Madrid to learn Spanish. According to the
Spanish Federation of Associations of Spanish
Schools for Foreigners (FEDELE), the numberof students grew by 50% in 2022 compared
to last year and reached 13,650 students.
Their average stay was 3.28 weeks.

32,000 foreign
students
in Madrid
universities
2022/2023

People who came to
Madrid to study Spanish
17,936
13,650
9,101
3,700

2019

2020

2021

2022

Madrid, capital of sport
Madrid held the title of World Sports Capitalin 2022, so the number of sporting events
increased compared to previous years.
Among the most attended was the Mutua
Madrileña Tennis Open, a Master 1000
that brought together the elite players of
this sport and that in 2022 extended its
celebration here for another 10 years. The
Spanish Golf Open also brought together
the best in the world last year at the Club deCampo Villa de Madrid.
Madrid is, along with Liverpool, the only
venue in Europe for the Rock & Roll Running
Series, one of the most important street
races in the world, in which more than 30,000
runners take part, representing a direct
impact of more than €27 million. In addition,
Madrid Horse Week has made this city theworld horse-riding capital for 10 years,
bringing together more than 300 horses and45,000 attendees from all over the world.
The Meeting de Atletismo Villa de Madrid,
the San Silvestre Vallecana, the final stage ofthe Vuelta Ciclista a España and the intense
activity generated every weekend by the four

Madrid first division football teams are othernotable sporting events.
In fact, the coliseums and museums ofthese sports institutions are an increasingly
important tourist attraction, especially thatof the Real Madrid, which in number ofvisitors rubs shoulders with the Prado andthe Reina Sofía. In 2019, 1,300,000 people
visited the stadium, making it the third mostvisited museum in Madrid. In addition, the
new Santiago Bernabéu stadium, which after
several years of renovation will have a newimage and an impressive retractable roof,
hopes to increase its attraction for tourists
from all over the world, not only because of
football, but also because of the range of
events that will take place around it.
They say that the journey begins the moment
we begin to plan it. If so, Madrid will receive
the visit of many Merengue fans this year,
since, if we look beyond physical travel, theSantiago Bernabéu Stadium was the mostvisited place in Spain in 2022 on Street View,
the virtual tool on Google Maps that allows
users to visualise its environs.

Fuente: FEDELE

48

49

MADRID 2022 TOURISM REPORT

02_LIVING MADRID

The pictures of Madrid

What do you think about Madrid?

0 totally disagree - 10 totally agree

TRAVELLING
WITH CHILDREN

SAFETY

8.6

8.2
EXTENSIVELEISURE CHOICES

8.9

ENTREPRENEURSHIPAND BUSINESS

8.5

IMPORTANT HERITAGE
AND CULTURAL AGENDA

9.2

GOOD VALUEFOR MONEY

8.3

MAJOR
EVENTS

CLEANLINESS

8.1

8.8
NEXT STOP...

SHOPPING
AND FASHION

8.5

COMMUNICATIONIN ENGLISH

8.1

TRANSPORTINFRASTRUCTURE

8.7

Would you come back to Madrid?

FOOD
QUALITY

GREEN SPACES,PARKS, AND GARDENS

8.9

8.6

DEFINITELY NOT 0%
PROBABLY NOT 0%

12%

38%

50

100%
Yes

I'M NOT SURE

PROBABLY

Would you recommend
visiting Madrid to a friend?

DEFINITELY

50%

51

0%
NO

RID
AD
M

2
02
/2
7
0

03
Trends andforecasts

The expectations for2023 are positive. Tourism
will continue to growthroughout this year, as
well as facing important
challenges, which Madrid
will handle on the basisof its strong commitment
to high-quality andsustainable tourism.

MADRID 2022 TOURISM REPORTEurope, with more than 585 million arrivals
in 2022, has reached 80% of its 2019
levels, remaining the leading region inworld tourism, as had been the case since
before that year. In Spain, the number ofinternational tourists in 2022 (71.56 million)
and their spending (€87.06 million) stillaccount for 86% and 95%, respectively, ofthe figures reached in 2019. The indicatorthat did exceed the 2019 data by more than
10% is the average expenditure per traveller,
which was €1,217 in 2022, according to datafrom the surveys of Tourist Movements at
the Border (Frontur) and Tourist Expenditure(Egatur) of the INE.

M

Madrid, with more than 6 million international
tourists, was the region that experienced thegreatest growth year-on-year in the numberof travellers from other markets, with anincrease that tripled that of 2021.

ORE than 900 million tourists from all over
the world made an international trip in 2022,
according to data from the World Tourism
Organization (UNWTO), showing a recovery
of 63% compared to 2019 levels andrevealing the desire to return to normal after
the pandemic. The lifting and relaxation of
restrictions in a large number of countries
have meant that in 2022 the numberof international travellers doubled that
registered in 2021. Thus, the most optimistic
expectations were exceeded and this gave
rise to positive forecasts for 2023.

Returning to the global situation, forecasts
indicate that by 2023 we could return tobetween 80 and 95% of the figures from2019, especially in Europe and the Middle
East. However, the experts surveyed by
the UNWTO warn that the instability of thecurrent political and economic landscape
could undermine these expectations. This
uncertainty could also be behind other
trends expected for this year, such as
the search for value for money and thepreference for trips to nearby destinations.

According to UNWTO estimates,in 2023 the tourism sector could
recover between 80 and 90% of thedata from 2019

03_TRENDS AND FORECASTS

World tourism in figures
917 million international
tourists in 2022,
representing
a 63%International
touristarrivals,world and regions
recovery compared to 2019.
2019

2020

2021 vs. 2019

2019

WORLD

2020

2022 vs. 2019

4%

4%

WORLD

EUROPE

4%

EUROPE

2021 vs. 2019

ASIA AND PACIFIC

ASIA AND PACIFIC

4%

AMERICA

4%

2%

AFRICA

2%

AFRICAMIDDLE EAST

-35% tourist-35%-35% woInternational
arrivals,

-37%

-17%

-21%
-37%

-68%

-35% 2019

-35%
-59%

-69%
International tourist-72%
arrivals,world and regions
-72%
2019

-68%

-69%

2020

-59%

2021 vs. 2019WORLD

EUROPE

4%

2%

8%

2%

-21%

-63% -84%

2022 vs.
2019
-77%

-84%

-93%

ASIA AND PACIFIC

-35%
2020

2021 vs. 2019

-63%

-77%

WORLD

-73%

ASIA AND PACI

-66%

4%

4%

UNWTO DATA Source: World Tourism Organ
Data as collected
MIDDLE
EAST by UNWTO, January 2023.

AFRICA

Main motivations
fortravelling
4%
2%
2%

UNWTO DATA Source: World Tourism Organization (UNWTO) ©
8%
Data as collected by UNWTO, January 2023. Published: 17/01/2023

4%

-21%

Breakdown
by regions
Main
motivations
for travellingRecovery by region-37%
LOOKING FOR A CHANGE OF SCENERY
49% -17%
compared to 2019-21%
BECAUSE OF THE PHYSICAL
49% -59%LOOKING FOR A CHANGE OF SCENERY49%
AND MENTAL HEALTHBENEFITS
-35%
-35%
-68%
EUROPE -37%
MIDDLE EAST-35%
-69%
64%
83%
BECAUSE OF THE PHYSICAL-72%
MAKING UP FOR LOST TIME
46%
49%
AND MENTAL HEALTH BENEFITSWITHFRIENDS AND FAMILY
AMERICAEUROPE
16%

MAKINGUP FOR LOST TIME
-59%

ASIA/ PACIFIC

WITH FRIENDS AND FAMILY
9% -68%MIDDLE EAST

7%

-72%

-69%

2022 v-73% -72%
EUROPE-93%-73% -72%
4%

AMERICA46%
LIVING NEW
EXPERIENCES-63%
AFRICA

LIVING NEW EXPERIENCES-77%
GETTING OUTOFTHEIR43%
COMFORT ZONEAMERICA-84%

AFRICAGETTING
5%OUT OF THEIR COMFORT ZONE

ASIA/ 22%
PACIFIC
-93%

23%

80%

43%

65%

-73% -72%

22%
65%

-73%

-84%

-66%

Main motivations for travelling

LOOKING FOR A CHANGE OF SCENERY

49%
49%

MAKING UP FOR LOST TIME
WITH FRIENDS AND FAMILY

46%
43%

LIVING NEW EXPERIENCESGETTING OUT OF THEIR COMFORT ZONE

Source: Expedia Traveller Value Index 2023

22%

55

-

-93%

Main motivations for travelling

Source:Data
Expedia
Traveller
Value Index
2023 (UNWTO) © Data as collected by UNWTO, January 2023. Published: 17/01/2023
UNWTO
Source:World Tourism
Organization
UNWTO DATA Source: World Tourism Organization (UNWTO) ©
Source: Expedia Traveller Value Index 2023
Data as collected by UNWTO, January 2023. Published: 17/01/2023

BECAUSE OF THE PHYSICALAND MENTAL HEALTH BENEFITS

54

AMERICA

4%

LOOKING FOR A CHANGE OF SCENERY⟶ The indicator that exceeded the2019 figure by more than 10%
is the average expenditure per
traveller, which was €1,217 in
2022

2022 vs. 2019

International tourist arrivals, world and regions

BECAUSE OF THE PHYSICALAND MENTAL HEALTH BENEFITS
MAKING UP FOR LOST TIME
WITH FRIENDS AND FAMILY
LIVING NEW EXPERIENCESGETTING OUT OF THEIR COMFORT ZONE

Source: Expedia Traveller Value Index 2023

MADRID 2022 TOURISM REPORT

Tourism trends 2023
01. More medium
and long-haultravel, but also
more trips to nearby
destinations.
International tourism will continue to grow in
2023 to reach between 80% and 95% of pre2019 levels, according to UNWTO forecasts.
Medium- and long-haul trips will experiencestrong growth after almost three years of
reduced demand in some markets. This isestimated by, among others, the travel agency
Logitravel, which says that between 40% and
50% of its advance sales for this year are forthis type of getaway. However, the estimatesby the experts consulted by UNWTO alsosuggest that trips to destinations close to theplace of origin will continue to be a trend in
2023 in response to the uncertain economic
and political situation.

03_TRENDS AND FORECASTS

03. The Asianmarket recovers
After three years of strict restrictions, thereopening of the Chinese market, the main
issuer of international tourists, with more than
155 million international travellers in 2019, will
be a great boost for the sector in 2023.

04. Moresustainable travel
The commitment to sustainable tourism
has been consolidated in recent years andhas strengthened after the pandemic, withgreater environmental awareness, both among
companies in the sector and among travellers
themselves. According to a Booking study
carried out in more than 32 countries, 71% oftravellers intend to travel more sustainably
in 2023, an increase of 10% compared to thestudy carried out the previous year.
In this sense, the Pinterest Predicts report,
in which the social network analyses thesearches of more than 400 million users,
reveals a growing interest in train travel, a moresustainable means of transport than flying, andwhich fosters a calmer approach to travel, in
which the journey becomes a fundamental partof the trip.

02. The boomof workations

05. Increased
and improved
choices in cities

Teleworking is one of the solutions adopted
during the pandemic that has become
established in a large part of the business fabriceven after the Covid-19 crisis. This formula
allows greater work flexibility for employees
and has led to the rise of workation, i.e., amix between business and pleasure trips. A
trend that turns workers into digital nomads by
allowing them to extend their stays in holiday
destinations to work from there in a morerelaxed way. The reverse is also true: according
to Expedia’s Traveller Value Index 2023 report,
76% of travellers plan to extend their work trip toenjoy more leisure time.

Large cities will continue to monopolise a largepart of the international tourism market andwill diversify their offer to make it even more
attractive. Film tourism, pop-up hotels, andbetter gastronomy choices are some of thetrends that will continue to grow in 2023.

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57

MADRID 2022 TOURISM REPORT

03_TRENDS AND FORECASTS

06. Tourism 4.0
The commitment to digitisation willcontinue to be key in the sector, bothfrom the planning of the trip itself (74% oftravellers plan their trips online, according
to Google Travel) and in terms of improving
experiences in the destination. In addition
to trying to guarantee the best connectivity
to their clients (70% of travellers look
for technologically advanced hotels andtourist apartments, according to data from
Hosteltur), tourism companies have foundin big data and the Internet of Things (IoT)
the perfect allies for the optimisation ofmany of their tasks, with the subsequent
improvement of services and the experienceof tourists. In addition, technologies suchas virtual, augmented and mixed reality willplay an even more relevant role by enabling
immersive experiences that allow travellers
to stop being passive spectators andbecome true protagonists in their visits tomuseums and other tourist activities.

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MADRID 2022 TOURISM REPORT

03_TRENDS AND FORECASTS

The perception of sustainability in
Madrid boasts 76% positive mentions
among tourists
In recent years, Madrid has expanded its
living space so that both its citizens and its
visitors can enjoy its streets and outdoor
events. The widening of pavements inGran Vía, the pedestrianization of Plazade Canalejas or the restructuring of Plazade España are some of the most recent
renovations that have made it possible
to recover spaces for the enjoyment ofpedestrians.
Furthermore, Madrid is one of the cities in
the world with the most trees on its streets.
More than 55% are wooded, with almost
300,000 specimens of 210 different species.
All these projects have turned the capital into
a city that is easily explored on foot, where
people prevail and in which sustainabletransport options have expanded. In fact,
Madrid is, since December 2022, the firstmajor European city with a 100% sustainablebus fleet.

According to the report “Transformation
process of Madrid as a tourist destination”
by the tourism intelligence services company
MABRIAN, the perception of sustainability
in Madrid boasts 76% positive mentions
among tourists, while other destinations
such as Paris, London and Rome only reach50-60%. A perception that is accreditedwith data, included in the same report, on
the air transport carbon footprint in Madrid(143.30kg of CO2/passenger on incoming
flights to the capital) compared to that ofother large European cities such as Paris andLondon (172.70kg/passenger and 183.60kg/
passenger respectively).
The commitment of the Strategic Tourism
Plan to achieving zero emissions, theinitiatives of the Madrid Convention Bureau’s
legacy program, the diversification of the
proposals on offer and tourist flows to all theneighborhoods in the city are some initiatives
that make Madrid a leading destination interms of good practices.

Madrid, committed
to sustainability
Madrid is increasingly committed tosustainability. This fact is demonstrated,among other ways, through its commercial
fabric, which includes local businesses, aswell as artisans and designers whose knowhow, in many cases, has been passed downfrom generation to generation, and who makemore responsible consumption possible. The
city also boasts a varied offer that allows
visitors to discover the city in slow mode,
calmly enjoying its rich cultural, natural andsocial heritage. And it is worth noting that in
2022 the city complied, for the first time, with
the European directive on air quality.

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MADRID 2022 TOURISM REPORT

03_TRENDS AND FORECASTS

Turnover of the company
in 2022 compared to 2019

STRONG DROP(+ than -5%)

STRONG INCREASE(+ 10%)

16.5%

31.4%

MODERATE DROP
(between -5% and -1%)

14.1%

MODERATE INCREASE(between 1 and 10%)MAINTENANCE

23.1%

14.9%

Sector forecasts for 2023
STRONG INCREASE

MODERATE INCREASE(+ 15%)(Between 1 and 15%)

MAINTENANCE

24.8%

Industry expectations
The Tourist Intelligence Centre of the Tourism
Area of the Madrid City Council has carriedout the third Business Perception Survey
among the main agents of the sector in
the capital with the aim of exploring theirassessment regarding how the year 2022
has gone, as well as their expectations
with a view to 2023. The 122 professionals
surveyed belong to strategic sectors within
the industry, such as accommodation,
restaurants, leisure and culture, transport andintermediation, among others.
Regarding the turnover of their business in
2022, more than half of the interviewees(54.5%) say that it has increased during thepast year. A percentage still far from the
81% reached in the 2019 survey, but which
confirms the recovery of the sector after two
years of limitations caused by the pandemic,
and which gives rise to good expectationsfor 2023. Thus, 80.2% of those surveyed
are confident that during this year there will
be an increase in the volume of their sales,
and close to 25% expect such growth to begreater than 15% compared to 2022. It is in

MODERATE DROP
(Between -5% and -1%)

54,5%

48.8%

14.9%
3.3%
0.8%

2.5%
3.3%

INTERNATIONALTOURISTSDOMESTICTOURISTS

TOTAL(+ than -5%)

26.5%

13.2%
32.2%

55.4%
17.4%
1.7%
0.7%

STRONG DROP

the revenue from international tourists thatthey have placed the highest hopes in thisregard.
Another piece of information that confirms
the optimistic expectations can be observedin the increase in employees compared to theprevious year. 62% of those surveyed believethat their workforce will grow in 2023, while
35.5% believe that it will remain at the levelsof 2022.
When assessing the factors that will mostinfluence the evolution of sales in 2023, thosesurveyed point to the promotion strategiesof the destination as the most decisive (witha 90.1% assessment between positive andvery positive votes), above others such as
the connectivity provided by the new airroutes (83.4%) and tourist spending (82.7%).
This information matches the assessmentof those surveyed regarding the creation of
a Delegate Department of Tourism by the
Madrid City Council: 88.4% consider it to bevery necessary and less than 1% do not see it
as necessary.

62

Your company's forecasted profit for 2023, relative
to the previous year
STRONG DROP(+ than -5%)

0%

MODERATE DROP
(Between -5% and -1%)

STRONG INCREASE(+ 5%)

5.8%

45.5%

MAINTENANCE

23.1%

MODERATE INCREASE(Between 1 and 5%)

31.4%

Source: Business Perception Survey 2022 by the Tourism Intelligence Centre of the Tourism Department, Madrid City Council

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MADRID 2022 TOURISM REPORT

03_TRENDS AND FORECASTS

Tourist assessment of the destination
Infrastructures of the destination
VERY POSITIVELYPOSITIVELYNEGATIVELYVERY NEGATIVELY

64.5%
33.9%
0.8%
0%
0.8%
0%

HOTEL
ACCOMMODATION

10.7%

44.6%

Improvements in the assessmentof the hotel infrastructure and thegastronomic offer
The increase in the hotel offer in thecapital, both in quantity and quality, withthe significant increase in 4- and 5-starestablishments in the last year, is also
reflected in the perception of the participantsin the Business Perception Survey: 98.4%of the responses see hotel infrastructures
positively or very positively. A very close
percentage (97.6%) sees the infrastructureslinked to leisure (museums, cultural centres,
sports…) as good or very good.
As for how the professional sector values
the offer of tourist products and services in
the capital, the assessment achieved by thecultural offer stands out, rated positively orvery positively by 97.5% of those surveyed.
The same percentage sees the gastronomic
offer of the city as good or very good. A
response that consolidates gastronomy as

33.9%
7.4%
1.7%
1.7%

REGULATEDNON-HOTELACCOMMODATIONNEUTRAL
DOESN'T KNOW

98.4% see the hotel
infrastructures ofMadrid positively or very
positively
54%

38.8%
6.0%
0%
0%
0%

TRANSPORTINFRASTRUCTURES(airport, train stations,bus stations…)

64.5%
33.1%
1.6%
0.8%
0%
0%

LEISUREINFRASTRUCTURES(museums, cultural
centers,sports, ...)

one of the great revolutions that the capitalhas been experiencing in recent years.
Another piece of information that confirms
this perception is that products and services
related to gastronomy tourism are among
those with the highest demand, only behindthose linked to cultural and business tourism
and MICE. They are followed by those related
to luxury, mentioned in 60.3% of the answers.
The survey also explored the opinion of theagents of the tourism sector regarding thefactors that most influence the creation of
the offer of tourist products and services
in the Madrid destination. The responses
point to the lack of professionals as the mostlimiting circumstance in this aspect (62.8%),
above the lack of public-private collaboration(61.2%).

64

27.3%

43%

24.8%
9.1%
3.3%
0.8%

8.3%
3.2%
0%
0%

34.7%

PUBLIC SPACES
FOR HIRE OR USE(squares, parks, streets, etc.)

45.5%

MEETINGINFRASTRUCTURES(meeting andconvention spaces)

48.8%
36.4%
9.9%
4.1%
0.8%
0%

EVENTSINFRASTRUCTURES(venues for holding fairs,
festivals, concerts, sports...)

Source: Business Perception Survey 2022 by the Tourism Intelligence Centre of the Tourism Department, Madrid City Council

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MADRID 2022 TOURISM REPORT

Tourism products with the greatest demand
1

03_TRENDS AND FORECASTS

Offer of tourism products and services
VERY POSITIVELYCULTURAL TOURISM

88.4%

POSITIVELYNEGATIVELYNEUTRAL

VERY NEGATIVELY

2

BUSINESS TOURISM

70.2%

74.4%

24.8%

49.6%

27.3%
2.5%
0%
0%
0%

3

MICE

70.2%

4

GASTRONOMIC TOURISM

DOESN'T KNOW

22.3%
2.5%
0.8%
0%

CULTURAL OFFER(theatre, musicals,
opera, dance...)INFORMATION
AND ASSISTANCE
TO VISITORS

47.9%

64.5%

66.9%

44.6%

47.9%
7.5%
0%
0%
0%

SHOPPING(shopping areas,business hours...)5

SHOPPING TOURISM

64.5%

6

LUXURY TOURISM

60.3%

33.0%
1.7%
0.8%
0%
0%

44.6%
5.8%
1.7%
0%
0%

7

MUSICAL TOURISM (FESTIVALS, CONCERTS, ...)

38.8%

8

LEISURE(theme parks,
discos, nightlife...)LGTBIQ+ TOURISM

35.5%

GASTRONOMIC OFFER/ RESTAURANTS

42.1%

52.1%
5.8%
0%
0%
0%

MUSICAL EVENTS(festivals, concerts...)8

FAMILY TOURISM

35.5%

9

39.7%

33.9%

SPORTS TOURISM

53.7%

27.3%

52%
6.6%
1.7%
0%
0%

10.7%
1.7%
0%
0%

10

19.0%

48.8%
25.6%
5.0%
0.8%
0.8%

EDUCATIONAL TOURISM (LANGUAGE, ETC.)

14.9%

LUXURY SERVICES11

SERVICES
FOR BUSINESSESTRAVELLING
WITH CHILDRENFILM TOURISM

8.3%

12

HEALTH TOURISM

5.8%
24.8%

97.5% of those surveyed see thecultural offer of the capital positively
or very positively

33.9%

12.4%

17.4%
2.5%
0.8%
0.8%

41.3%
4.1%
0.8%
1.7%

49.6%

44.6%

LGBTI-FRIENDLY
OFFER

SPORTS EVENTS

22.2%
0%
1.7%
1.7%

39.7%

WELLNESSAND HEALTH

Source: Business Perception Survey 2022 by the Tourism Intelligence Centre of the Tourism Department, Madrid City Council

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04

Madrid City
Council Tourism
Department
Effective and efficientmanagement is vitalfor tourism to continue
to be key to theeconomic developmentof the city

MADRID 2022 TOURISM REPORT

04_MADRID CITY COUNCIL TOURISM DEPARTMENT(such as Mad Cool, Gastrofestival, MADO,
Madrid Fusion, and Madrid Horse Week,
among others) and the 55 online and offline
advertising campaigns, both domestic andinternational, are just a few examples of theevents carried out in the city hosted during
the past year.
The Madrid Destination Tourism Department
at Madrid City Council, through its fivebusiness units (Visitor Services, Travel
Trade and Connectivity, Tourism Marketing,
Madrid Convention Bureau, and Madrid Film
Office), was in charge of managing all these
activities, always with the aim of providing
the best possible experience to visitors.

M

This will continue to be its main purposein 2023, in addition to promoting
communication and marketing actions
that enhance the values of the city toconsolidate it as a leading destination.
All this, with a strategy focused on
enabling sustainability in tourism activity
and consolidating the public-private
collaboration necessary for the developmentof the industry.

ADRID does not stop. Now that the
COVID-19 crisis has been overcome, in
2022 the city recovered its pace in allareas concerning the tourism sector. The
1.75 million people who were served in themunicipal network of Visitor Service Offices,the 8 major events that were held in the city

1.75 million people were served in
the municipal network of Visitor
Service offices last year

⟶ In 2022, 55 domestic andinternational online and offline
advertising campaigns were
produced

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MADRID 2022 TOURISM REPORT

Travel Trade & Connectivity
Department specialised in promoting andsupporting the marketing of products andservices in Madrid. In addition, it works on thedevelopment of air and land connectivity.
Its ultimate objective is to position Madrid
as a key urban destination. To this end, it iscommitted to high-quality, sustainable anddecentralised tourism through the opening,
maintenance and increase of frequencies of
direct routes to the city, and the marketing of
the Madrid tourism sector, together with its
partners in the issuing markets.

2022 in figures
420 agencies, international tour operators and media
attended on fam trips carried out with the Madrid sector
More than 2,300 meetings in promotional actions
Support and development of air connectivity with the
new routes of Guadalajara, Monterrey and Washington
DC; joint promotion campaigns with Iberia, Qatar Airways,
and Aeroméxico. In addition, actions with Movelia, RENFE,
and the AVE city network
82 public-private collaboration actions for international
promotion in strategic markets

Milestone 2022
Public-private collaboration
We increase this type ofcollaboration through international
actions with representatives of the
Madrid sector (ILTM Northamerica,
ILTM Sao Paulo, Emotions...);
trips to Madrid events with a
Madrid delegation (Mexico, New
York, Chicago, Cannes); fam trips
in collaboration with incoming
agencies and hotels, and greater
focus on Premium actions, as well as
medium- and long-distance actions(LATAM, USA, and Middle East).

⟶ LATAM: 21 events⟶ USA: 14 events⟶ Europe/Spain: 31 events⟶ Middle East (GCC and Israel): 9 events⟶ Asia: 7 actions

04_MADRID CITY COUNCIL TOURISM DEPARTMENT

Visitorservice
The strategic objective of this department is
to position Madrid as a leading destination in
the visitor experience. The service is provided
both in person, in the 11 municipal tourist
experience centres distributed throughout
the city, and online and in multi-channel form,
with specific developments aimed at digitising
the services offered to users.
It works on the development of projects
aimed at improving quality, safety andaccessibility in the destination, as well asothers linked to the creation of Official
Tourist Products and the improvement of thedissemination and marketing of local artsand crafts.

2022 in figures
9.58 score of the external audit of
the ISO 14.785 Standard
42 guided tours as part of theAccessible Visits Programme
1,749,394 people served in themunicipal network of Visitor Service
Offices
114,140 visitors to the Faro deMoncloa

Milestone
2022
Pichi
Introducing the first tourist
information robot that offers
personalised plans using
artificial intelligence.

Target 2023

Target 2023
Constitution of the High Impact Product Club, promoting publicprivate collaboration to achieve a greater impact in strategic markets,
including Asia.

72

We will launch the Madrid City Card, a new card that promotes
sustainable tourist mobility, as it includes the tourist transport
pass. In this way, it facilitates access to multiple advantages in themain cultural and leisure attractions of the city.

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MADRID 2022 TOURISM REPORT

Tourism Marketing
This department is in charge of supporting city events anddeveloping domestic and international tourism advertising andpromotion campaigns, aimed at both leisure and business.

04_MADRID CITY COUNCIL TOURISM DEPARTMENT

02. City Marketing and PR
Department responsible for the developmentof actions to revitalise the different segmentsof the offer of tourist products and services,
aimed at improving the visitor experience, as
well as supporting the holding of large events
to consolidate the city brand and promote
decentralisation and deseasonalisation, within asustainable tourism development model.

0.1 Strategic marketing
Department responsible for promoting thevisibility and positioning of the city of Madrid asa tourist destination, with the aim of providing atransversal marketing strategy to the rest of the
Tourism areas.
Among its main roles is the design of thestory and the brand image of the city; its
dissemination through innovative advertising
campaigns and offline and digital marketingand communication actions; it develops public
relations work with foreign media, and manages
and designs the contents of the different
channels of tourism social networks.

2022 in figures
55 online and offline advertising campaigns, both
domestic and international

2022 in figures€2.5M advertising return from press trips

8 major city events (Madcool,
Gastrofestival, MADO, Madrid Fusion,
Madrid Horse Week…)

37 press trips attended. 200 communication
professionals from 30 issuing countries

23 cultural events and/or activities (support
and collaboration)

215M impacts from the viewing of domestic andinternational digital campaigns€115M advertising return for large urban
eventsMilestone 2022

Milestone 2022

Tactical marketing campaigns
Together with Expedia, we promoted a tactical campaign focused on conversion in the
North American market to extend the stay and average spending of these tourists in
Madrid. Thanks to this campaign, in 2022 the average stay stood at 3 nights, comparedto the expected 2.4. And the average spending on accommodation alone was €197 perperson, compared to the €150 shown in our records.
Thus, more than 10,000 reservations were made, with an average stay of 3 nights and agross profit of more than €2M.

Madrid, New European Capital of Luxury
We have reinforced Madrid as the New European Capital of Luxury. To this end, five
training events were organised in collaboration with experts from the luxury tourism
industry: the exclusive presentation of Turismo Alto Impacto in Spain (CIRCULO
FORTUNY); the presentation of the Reports of Les Roches on Excellence Hospitality
and of The Valley on Digitisation of the Sector (TURIUM INSTITUTE); the 2nd Edition of
Forward-Mad (FORWARD) and Madrid Luxury Travel Reboot (ALMONT GROUP).

Target 2023

Target 2023

Create a specific product for the Chinese market in order toencourage longer stays in Madrid, taking advantage of the new
Chinese traveller profile.

Prepare a strategic gastronomy plan that positions Madrid as ahigh-quality gastronomic tourist destination.

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MADRID 2022 TOURISM REPORT

MadridConvention
BureauDepartment specialised in promoting
Madrid as an ideal destination for holding
congresses, conventions, and incentive
trips, as well as in actively attracting
this kind of event. It acts as the soleinterlocutor between companies andorganisations linked to the meetingsindustry in Madrid with other companies
and organisations interested in carryingout a meeting in the city.

2022 in figures
64 promotion and representation
actions carried out
70 candidacies for congresses
submitted
123 congresses supported
490 corporate events attended€3,860M economic impact

04_MADRID CITY COUNCIL TOURISM DEPARTMENT

MadridFilm
OfficeDepartment responsible for promoting thecity as a filming location for audiovisual
productions; assisting companies andprofessionals who choose the city of Madridto carry out their projects; supporting theaudiovisual sector in Madrid and stimulating
investment and local development. In
addition, it values Madrid’s audiovisual
heritage and encourages screen tourism.
Madrid Film Office facilitates the search forlocations, advises on permits and assists thedevelopment of audiovisual projects in thecity of Madrid.

2022 in figures
557 audiovisual projects assisted
during the production work
499 national and 58 international
projects
66 series shot
47 films shot in the city
11 festivals and audiovisual markets
assisted in promotional work

Milestone 2022
Forums and meeting spaces

Madrid, a city of congresses and events
We have maintained the good reputation that the city has built in recent years
as a destination for holding congresses, conventions, and large events.

Madrid Film Office has launched various initiatives aimed
at creating meeting spaces and industry forums that foster
synergies between creators, producers, companies and otheragents involved in the sector, stimulating the exchange ofknowledge, projects and innovations. Notable among them are
the first afterworks Cortamos para… and the first editions of theForo de Diálogo Documenta Madrid and Animario Pro, within theframework of the well-known festivals organised by Cineteca
Matadero.

Target 2023

Target 2023

Strengthen the relationship with local collaborators (NGOs,
associations, etc.) to implement the legacy strategy and positive
impact in the social and environmental sphere.

Filming in 21 Districts, a project aimed at promoting thedecentralisation of filming, promoting a greater involvement ofresidents in the process and taking note of their needs and concerns
for the development of a new film ordinance for the city of Madrid.

Milestone 2022

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77

Research Notes
For the preparation of this report, primarysources from the Tourism Department of the
Madrid City Council and secondary sourcesfrom institutions, organisations, associations
and specialised companies linked to the tourism
sector have been used. The data analysis refers
to 2022. In those cases in which it has not beenpossible to analyse the data for the period
between January and December 2022, thelatest available data has always been chosen.
At all times, priority has been given to sourcesfrom relevant official institutions and bodies
in the tourism sector (AENA, National Instituteof Statistics, Ministry of Industry, Trade andTourism, World Tourism Organisation, etc.).

VISA.
The figures for the analysis ofinternational tourism spending in Madrid
are based on card transaction datafrom the VISA network in 2022 and2019 as a point of comparison. The
transactions considered for the analysis
are those carried out in person with VISA
cards for private and corporate use,
excluding online transactions and ATM
withdrawals. The selection of market
segments analysed has been carried out
according to the preference in tourist
spending, leaving out of the analysis thesegments without weight in this. For the
study, Madrid is understood as the 21
districts that make up the city of Madrid(Centro, Arganzuela, Retiro, Salamanca,
Chamartín, Tetuán, Chamberí, FuencarralEl Pardo, Moncloa-Aravaca, Latina,
Carabanchel, Usera, Puente de Vallecas,
Moratalaz, Ciudad Lineal, Hortaleza,
Villaverde, Villa de Vallecas, Vicálvaro,
San Blas-Canillejas, and Barajas). The
data presented in the report has beenprocessed and reviewed by the VISA
team, ensuring correct representation of
the countries of origin, market segments
and districts analysed.
Globalblue
Tax free sales refer to those madeby Madrid businesses affiliated with
Global Blue in 2019 and 2022 to non-EU
travellers.
Madrid is defined as the Municipality of
Madrid.
Tax free sales are computed by purchasedate.

In the cases in which it has been necessary, theinformation has been completed with reports andstudies from companies, mostly related to thetourism sector (Euromonitor International, Booking,Movelia, Global Blue, Expedia, eDreams, Destinia,
Google Travel, TripAdvisor, Colliers, IFEMA, Spanish
Federation of Associations of Spanish Schools for
Foreigners (FEDELE), Department of Universities of
the Community of Madrid, Association of Producers
and Theatres of Madrid (APTEM), etc.).
Below are some methodological notes on the use ofdifferent sources:

The comparison between 2022 and 2019is not made to a comparable perimetreof stores, but taking into account all thestores affiliated with Global Blue in eachyear considered.
The UK left the EU in 2020; therefore, in2019 travellers from that country were
not eligible for tax free purchases.
Recovery rates are measured on a 100%
basis. That is, a rate of 105% means that2022 exceeded 2019 by 5%, and a rateof 95% means that 2022 was below 2019
by 5%.
Business Perception Survey
Questionnaire designed and directedby the Tourist Intelligence Centre,
at the Delegated Area of Tourism of
the Madrid City Council. It collects
sample information from just over 120
representative professionals of the
tourism sector in the city of Madrid, who
submitted their responses online in March
2023.
Tourist Perception Survey
Questionnaire designed and directed by
the Tourist Intelligence Centre, at the
Tourism Department of the Madrid City
Council. It collects sample informationfrom more than 3,301 visitors who were
helped in person at the official tourist
information centres and points in thecity of Madrid between January andDecember 2022.
National Statistics Institute (INE).
At the time of writing and closing thisreport, the data provided by the INE

79

up to 2021 are final. The data for 2022
are provisional. The data on travellers,
overnight stays and average stay referto the Hotel Occupancy Surveys (EOH)
and Tourist Apartments (EOAT) for thecity of Madrid. The hotel occupancy,
ADR and RevPar data from the INE
refer to EOH. The data from the Tourist
Expenditure Survey (EGATUR) are fromthe Community of Madrid.
Since March 2022, Russia is included in
the “Rest of Europe” aggregate.
From March 14, 2020, the date on which
the state of alarm was declared in Spain,
until June 21, 2020, due to the healthcrisis (COVID-19), tourist activity waspractically nil.
MabrianThe study “Transformation process ofMadrid as a tourist destination”, by the
tourism intelligence services company
MABRIAN, is carried out by selecting
relevant performance indicators, datafrom big data sources and statistics thatcover the complete cycle of the trip andthe comparison with leading European
urban destinations such as Rome,
London, and Paris.
The general data of the city of Madrid(number of monuments, restaurants,
commercial premises, etc.), unlessotherwise indicated, have been provided
directly by the Madrid City Council and its
statistics teams.

Legal deposit: M-10801-2019© of the edition, MADRID DESTINO CULTURA
TURISMO Y NEGOCIO, SA (hereinafter, “MADRIDDESTINO”), Madrid, 2023. All rights reserved
except those licensed under a CC BY-NC 4.0
license.
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dependent on the Area of Culture, Tourism andSports of the Madrid City Council.
CIF. A-84073105 Registered office: c/ Conde
Duque, 9-11 -CP 28015, Madrid. Contact:registro@madrid-destino.com;
The Madrid Tourism Yearbook 2022 is a
publication promoted by the Tourism IntelligenceCentre (CIT) of the MADRID DESTINO Tourism
Department. Address: Plaza Mayor 12, CP 28012.
Contact : turismo@esmadrid.com
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ImagesFront page. Retiro in Madrid ©MADRID DESTINO
Page 07 Dome of the Iglesia Catedral de las Fuerzas Armadas
www.shutterstock.com
Page 08 Monument to Alfonso XII in El Retiro©MADRID DESTINO
Page 13 Sunset on Gran Vía ©MADRID DESTINO
Page 17 Indoor pool of the Four Seasons Hotel Madrid
Page 23 Facade of the Four Seasons Hotel Madrid
Page 25 Night view of Gran Vía ©MADRID DESTINO
Page 26 Equestrian statue of Felipe II in Plaza Mayor
Page 27 Palacio Real ©MADRID DESTINO
Page 30 Paco Roncero Restaurante. Author KlunderBie.
Page 32 Monument to Velázquez in front of the main entrance tothe Prado Museum
Page 35 Mandarin Oriental Ritz, Madrid Deessa-Restaurant.
Page 36 Mandarin Oriental Ritz façade, Madrid©MADRID DESTINO
Page 40 Filming García (c) HBO Max. Author Emilio Pineda
Page 41 Filming The Red Queen (c) Dopamine, Amazon Prime
Page 43 Hermes store façade in the Galeria Canalejas©MADRID DESTINO
Page 44 Aerial view of Madrid Puerta del Sol
Page 46 Madrid Stand
Page 48 Group of friends enjoying a meal in Madrid
Page 49 Aerial view of the Paseo de la Castellana, showing theSantiago Bernabéu Stadium
Page 53 Fuente de Neptuno www.shutterstock.com
Page 54 Aerial night view of the Palacio Real
Page 59 Bridge in Matadero cultural centre
www.shutterstock.com
Page 60 Palacio de Oriente – Jardines Sabatini@MADRID DESTINO
Page 62 Cocktail bar 1 Coque @LuisMartinezRial
Page 64 Mercado de San Miguel @MADRID DESTINO

Page 69 One of the lions of the Fuente de la Cibeles
www.shutterstock.com
Page 70 Sunset at the Palacio ReaI ©MADRID DESTINO
Page 71 Plaza de Cibeles ©MADRID DESTINO
Page 72 Madrid stand at the Fitur Fair
Page 73 Pichi, the first tourist information robot
Page 74 Creativity for a tactical marketing campaign
Page 75 View of the Puerta de Alcalá ©MADRID DESTINO
Page 75 Dabiz Muñoz receiving The Best Chef Awards 2022
award. By Piotr Wyszynski
Page 76 Group photo XV Recognition Night MCB
Page 77 All the names of God (c) Second Gen and TriPictures.
Madrid Film Office
Illustrations
David Sanz González

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