The Madrid City Council reinforces the positioning of the capital as one of the reference destinations for the Ibero-American market with the implementation of three promotional actions aimed at the high-impact segment. The Delegated Tourism Area continues its commitment to promoting the city in international long-haul markets and attracting travelers to consolidate its quality tourism model.
According to the Councilor for Tourism, Almudena Maíllo, «Madrid is a very attractive destination for the Ibero-American market due to our cultural proximity and the tourist offer and lifestyle of the capital,» highlighting that «the excellent performance in 2025 of markets such as Brazil or Argentina consolidates the quality tourism model we want for Madrid.»
Madrid will promote its tourist offer in Mexico City, Lima, Rio de Janeiro, and Sao Paulo between May 27th and June 4th in a traveling presentation organized by Marketing Collection, a leading company in representing luxury travel brands in Ibero-America. Its participation in this event, which will connect over 300 travel experts in this segment with brands and destinations, will showcase the most exclusive proposals of the capital, its excellent cultural or shopping offer, one of the main motivations for visitors from this area of the American continent.
Furthermore, the Delegated Tourism Area has also recently participated in a prominent professional event in the international tourism sector, the International Luxury Travel Market Latin America 2025 (ILTM Latin America), held from May 5th to 8th in the Brazilian city of Sao Paulo. This event, focused on the commercialization of high-impact tourism products, has been a great platform to showcase the assets and novelties of the capital and to continue developing new contacts and alliances. This record edition of the fair, which featured the participation of 470 exhibitors from 56 countries and 470 selected buyers, saw the Madrid City Council accompanied by five companies from the Madrid tourism sector: the agencies NUBA and Platinum Travel, the hotels Hospes Puerta de Alcalá and Wellington Hotel & Spa Madrid, and the transport company Grand Class.
The promotion of Madrid as a destination in the Ibero-American market will continue next June at the traveling event ‘Unique Spain,’ organized by Turespaña, which will showcase the tourist attractions of the capital to specialized operators in the high-end segment from Argentina, Chile, and Uruguay.
Additionally, within the framework of the tourism promotion agreement that Madrid maintains with Seville, a promotional trip is planned to showcase the attractions of both Spanish cities in the Mexican market. Before the end of 2025, through the Madrid Convention Bureau (MCB), the capital will be promoted as a venue for professional meetings with a presentation in Mexico City aimed at agencies specialized in meeting tourism and international event organizers. A comprehensive promotional plan for the destination of Madrid in the Ibero-American market that reaches both the most established countries and others with great development potential.
Leading in Daily Average Spending in Madrid
According to the Tourist Expenditure Survey (EGATUR), Chile, Mexico, Brazil, and Argentina led the daily average spending in the city of Madrid last year, exceeding 400 euros. A figure much higher than the daily average spending of all markets, which stands at 305 euros, demonstrating the relevance of the Ibero-American market for tourism in the capital.
Ibero-America is a priority market for Madrid with great growth potential. Of the five long-haul markets that the capital has in its top ten international tourism emitters, three are Ibero-American: Mexico, Brazil, and Argentina, ranked fifth, ninth, and tenth, respectively, representing 9.6% of the total international travelers in the city of Madrid in 2024. On the other hand, countries like Chile and Uruguay are also emerging markets of great interest for the capital, due to the constant increase in travelers and their high purchasing power.
Madrid, a Hub between Ibero-America and Europe
Maíllo emphasized «the consolidation of Madrid as a hub of air connectivity between Latin America and Europe as one of the great advantages for attracting visitors from this market.» The capital has 66 routes connecting it to 32 Latin American destinations and continues to increase frequencies and add new air connections thanks to the support of the Madrid City Council, which establishes connectivity as a fundamental pillar of its tourism strategy.
In this regard, the airline Iberia plans to launch new direct connections to two key destinations in northeastern Brazil for the winter season 2025-2026. The first city is Recife, where operations will begin in December with three weekly frequencies that will increase to five starting in February 2026. The second route, to the city of Fortaleza, will start in January 2026 with three weekly flights, increasing to four from February, offering around 284,000 seats between Spain and Brazil throughout the season.
Starting this summer, LATAM Airlines will increase its frequencies to Europe by 43%, with Madrid as one of its priority destinations. Its Sao Paulo-Madrid route will increase from 11 to 14 weekly flights. Finally, the Brazilian airline Azul is increasing its frequencies and strengthening its network from its main hub in the city of Campinas. /
