"Fifteen years ago, no one would have thought of going on vacation to Madrid. Now, the city is making up for lost time and claiming its place as one of the great capitals of the world."
These words come from Pau Guardans, president of the Spanish luxury boutique collection Único Hotels, with two five-star establishments in the capital, highlighting how Madrid is climbing the ranks in international tourism.
In fact, last Wednesday, the capital was recognized as the "most desired city in Europe" at the 23rd edition of the Wanderlust Reader Travel Awards - the awards given by the prestigious British travel magazine Wanderlust - ahead of Istanbul, Lisbon, or Copenhagen.
So, what has happened for a city that had always gone unnoticed and was overshadowed by Barcelona, Paris, or London to become the trendy city and the place to be for premium tourists?
As an example, here are some figures: this summer, the capital welcomed 3,044,436 international tourists, not only recovering pre-pandemic numbers, but also receiving 20% more visitors than in 2019. This data breaks all records, especially during the summer when the city used to empty of travelers due to the intense heat.
Shift in visitor profile
The significant change that has occurred is mainly due to a major shift in the visitor profile: while before the tourist traveling to Madrid was from the provinces or from nearby European countries, now the majority of travelers come from distant destinations such as the United States, Mexico, or Colombia.
In fact, these three countries have become Madrid's main tourism markets in terms of spending volume during the first nine months of the year: United States (1,904 million euros), Mexico (1,443 million euros), and Colombia (949 million euros), according to data from the Ministry of Culture, Tourism, and Sports.
In terms of arrivals, Americans continue to be the most numerous tourists (786,792), followed by Mexicans (539,322) and the classic French and Italians (485,045 and 461,943, respectively).
Therefore, tourists from America require longer stays and have a high purchasing power, demanding exclusive hotels, quality services, and unique cultural and gastronomic experiences, as explained to GRAN MADRID by the Deputy Minister of Culture, Tourism, and Sports, Luis Martín Izquierdo.
This type of traveler is the most sought after by any destination because they are the ones who spend the most money. Hence, the average tourist spending in Madrid exceeded 2,000 euros in the month of May, surpassing all figures and well ahead of other autonomous communities such as Andalusia, with 1,345 euros, or Catalonia, where it is around 1,200 euros.
This type of tourist began to take notice of Madrid during the pandemic, when the city began to take off. The strategy of the Madrid president, Isabel Díaz Ayuso, to keep bars and restaurants open with much more flexible hours than in other places in the world, attracted many people eager to enjoy themselves during Covid.
"Madrid became an appealing place and the destination has been established. Previously, international luxury travelers only knew Barcelona, and now new markets are landing in the capital," argues Ana Alonso, CEO of Spain is Excellence, a tourism excellence club.
The major international chains
The arrival in 2020 and 2021 of three hotel brands with a great international reputation - Four Seasons, Rosewood Villa Magna, and Mandarin Oriental Ritz - placed the Spanish capital on the map for a premium clientele that previously overlooked the city.
The first breakthrough was the Four Seasons hotel in Plaza de Canalejas, which was a turning point for tourism. This Canadian chain is highly appreciated among the exclusive North American public, who plan their trips based on the presence of a Four Seasons at the destination.
The establishment opened at the worst possible time - right in September 2020 - and, despite the city being in the midst of a pandemic, it was very well received by the people of Madrid, who, unable to travel, decided to stay at this five-star hotel.
In addition to the Four Seasons, in the last four years, eight luxury hotels from major international chains such as Marriott, Hilton, or Hyatt have landed in Madrid. These exclusive brands did not choose locations on Paseo de la Castellana or in the Salamanca neighborhood but settled in the heart of the city, revitalizing the previously degraded center.
Plaza de Canalejas - transformed into the hotel golden mile - is another clear example of the transformation the city is undergoing. In the coming years, four luxury hotels will be established in this area, just a few meters from each other. Following the Four Seasons, the JW Marriott arrived - the first with the JW Marriott brand in Spain - another exclusive establishment, which debuted in 2023 on Calle Sevilla.
At Alcalá, 17, next to the Casino, the founders of Prosegur will open another luxury hotel with 60 rooms. And, a short distance away, Pescaderías Coruñesas alongside the record company UMusic will inaugurate another five-star hotel that will unite three historic buildings: the Reina Victoria Theater, the Meneses Building, and the Casa Allende.
And the list goes on because new openings are also expected on Gran Vía Street, another focal point of the Madrid hotel fever. At the end of this year, the Brach Madrid hotel will open from the French chain Evok Collection with 57 rooms and suites. Restored by the prestigious designer Philippe Starck, the seven-story building pays homage to the aesthetics of the 1920s and 1930s, combining modernity and nostalgia in equal parts.
A short distance away, the Paraguas group is preparing an ambitious project in the iconic Metrópolis Building, where they will build a boutique hotel, a spa, a private club, and several restaurants.
And a bit further, in the Salesas neighborhood, Soho House will also land, one of the most exclusive clubs in the world where mobile phones and ties are not allowed.
All these new openings have been accompanied by a profound renovation of traditional Madrid hotels such as the Rosewood Villa Magna, the Palace, or the Mandarin Oriental Ritz.
The facade of the Hotel Palace, completely renovated.
The iconic Palace hotel is undergoing a massive renovation that began in June 2023 under the direction of the Ruiz Larrea Arquitectura studio. The facade restoration has already been completed, restoring the original colors, ornamental details, and structures of the hotel as it was inaugurated in 1912.
A team of 35 experts analyzed the layers of paint on the building, which were taken to a laboratory to identify the pigments and achieve the recovery of the original beige color of the Palace. The restoration now continues with the dome and the hotel's ground floor.
The latest to be modernized is the Hotel Único, located in a 19th-century mansion in the heart of the Salamanca neighborhood, which has completely renovated its 44 rooms and suites under the guidance of one of the most sought-after architects of the moment, María Santos.
As Friedrich Von Schönburg, general manager of the Rosewood Villa Magna, explains, this new type of guest arriving in Madrid is increasingly looking for a hotel experience that also reflects the history and culture of the destination, which is why the concierge and butler services at these premium establishments are becoming increasingly important.
The tourism boom has come about after intensive promotion by both the City Council and the Community of Madrid in the countries of origin.
According to the Deputy Minister of Culture, Tourism, and Sport, the strategy followed since 2021 has three pillars: improving flight connectivity; launching digital marketing campaigns with influencers and influencers; and, finally, strengthening tourism fairs to promote Madrid as a destination among tour operators.
The Danger of Dying of Success
The expansion of flights is a key factor, as has been demonstrated by the Mexican population, which has skyrocketed since direct flights from Monterrey and Guadalajara to Madrid were launched. Many Mexicans who previously vacationed in Las Vegas or Miami are now moving to the capital.
One of the dangers the city now faces is dying of success. Hotel room prices are skyrocketing, and there are increasingly more lines and crowds to visit the city center.
Therefore, Pau Guardans, president of Único Hotels, advocates for Madrid to manage tourism to make it sustainable and for residents to be able to interact with travelers normally: "Madrid arrived late and has a magnificent opportunity to learn from the mistakes of other cities like Amsterdam, Miami, or New York. This won't fix itself. It must be managed," he concludes.