Madrid has kicked off 2025 with a tourism surge, welcoming 758,096 visitors in January, a 6.5% increase compared to the same period last year.
The city’s growing appeal is evident, with international arrivals rising by 8.2%, outpacing the 4.7% growth in domestic tourism. This momentum has placed Madrid ahead of the national trend, where visitor numbers across Spain increased by only 2%.
The demand for hotel stays in Madrid has soared as well. The capital recorded 1,557,615 overnight stays in January, up 7.8% year-over-year, significantly exceeding the national average growth rate of 2.5%. Notably, international travelers accounted for a 10.9% increase in overnight stays, reinforcing Madrid’s status as a global tourism powerhouse.
Madrid’s International Appeal: U.S. and China Lead the Way
Foreign visitors made up 51.2% of all arrivals, with 388,136 international tourists choosing Madrid as their destination in January. The United States remains the city’s top overseas market, sending 51,108 travelers, a 13.4% increase from the previous year. Italy followed with 34,043 visitors (17.6% growth), while France (22,663 visitors) and Mexico (20,254 visitors) also contributed significantly.
Madrid is also seeing a remarkable rise in Asian tourism, with China leading the charge. Chinese visitors surged by 53.8%, with 16,763 arrivals in January. Japan also showed strong growth, sending 5,664 tourists, a 18.9% increase.
In terms of overnight stays, U.S. travelers dominated once again, booking 129,386 hotel nights, a 12.9% increase. Italy followed with 87,100 overnight stays, marking a 20.6% growth, while China showed the most dramatic rise, jumping 63.2% to 32,710 hotel nights.
“The results show that Madrid’s tourism strategy is working, especially in key long-haul markets like the U.S. and China,” said Almudena Maíllo, Madrid’s Tourism Delegate.
Madrid’s Hotels Adjusting to Demand
Despite the surge in visitors, 841 hotels operated in Madrid during January—66 fewer than the previous year. However, the overall number of hotel beds available increased slightly by 0.5%, reaching 92,587 beds.
Other key hotel industry indicators saw an upward trend:
- Average stay per visitor: 2.01 nights
- Domestic tourists averaged 1.67 nights
- International visitors stayed an average of 2.28 nights
- Hotel occupancy rates:
- Room occupancy: 64.4%, up 1.6 percentage points
- Overall bed occupancy: 53.7%, a 3.6-point increase
The hotel industry is also fueling job growth, with 14,227 people employed in Madrid’s hospitality sector—a 10.1% increase from the previous year.
What’s Behind Madrid’s Growing Popularity?
Madrid’s tourism success can be attributed to several key factors:
- Cultural and Gastronomic Appeal – Madrid’s rich cultural heritage, world-renowned museums, and Michelin-starred restaurants continue to attract high-spending visitors.
- Long-Haul Travel Growth – With Madrid positioning itself as a major long-haul destination, its connectivity with markets like the U.S. and China is proving essential.
- Strategic Tourism Planning – The city’s Tourism Strategic Plan aims to decentralize tourism, spreading visitors beyond the historic center and promoting year-round travel to avoid seasonal dips.
- Strong Hotel and Infrastructure Investments – Madrid continues to invest in luxury hotels, improved airport connectivity, and unique experiences, further solidifying its position as a top global destination.
Madrid’s Outlook for 2025
With international markets growing at a record pace and hotel demand rising steadily, Madrid is poised for another strong year in tourism. The city’s focus on expanding flight connections, luxury hospitality, and unique travel experiences is expected to drive continued growth, making Madrid one of Europe’s most sought-after destinations in 2025.
