Madrid closed 2025 with 10.4 million travellers and 21.4 million overnight stays at record rates — and opened 2026 with the busiest June in its history: 884,881 arrivals, €1.86 billion of spending in one month. The US is the top market; China is the fastest-growing.
Madrid posted 10.4 million travellers and 21.4 million overnight stays in 2025 — leading Spain’s cities on traveller volume — with 73.9% occupancy at €170.4 ADR, both records in real terms. January 2026 opened with 758,096 travellers (+6.5%), internationals +8.2%, and US visitors up 13.4%.
2026 is compounding: the first half delivered ~12 million overnight stays and over €10 billion of international visitor spending — a figure Madrid reached only in December in 2023. June 2026: 884,881 arrivals (+13.9%), an all-time record, with €1.86 billion spent in the month. The accommodation base grew to 920 establishments, 48,600 rooms, 96,000+ beds, employing 15,249 (+5.4%).
The markets: the United States first, then Italy, France, Mexico, the UK, Germany and Portugal; China is the fastest-growing (+74% in 2024, +53.8% in January 2025). International guests average 2.35–2.38 nights; culture, gastronomy and events drive purpose; Taylor Swift’s two Bernabéu nights alone moved €45 million — the “Swift Lift” Madrid now builds its events calendar around.
Madrid’s seasonality is engineered away — use that. The city’s own tourism strategy targets deseasonalisation, and it works: spring peaks on events (May is the biggest month), December peaks on domestic visitors, summer thins as Madrileños leave — July–August is when the Prado, the rooftop pools and the tables at the hard bookings all open up, at hotel rates 25–35% below May. The mix explains the energy: 59% international, the US first at 13%+ growth, China up 53–74%, Mexico and Italy surging — a long-haul, high-spend, gastronomy-and-culture crowd. Book the museum triangle for late afternoon, eat at 14:00 and 21:30 like a local, and let the transatlantic demand carry the flagships.
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