MANIFIESTO
It has long been said that, unlike other great destinations, Madrid lacks some great iconic, universally distinctive symbol. However, Madrid has something that makes it truly unique; something special, something unseen, but which is felt in every corner: its life and contagious energy.
From its innermost depths, an invisible pulse beats in the streets, neighborhoods, and landscapes, radiating a vitality that infuses everything. This unmistakable pulse, this constant vibration, is the true symbol of Madrid.
The “Madrid Beats” campaign was created to present this invisible heart to the world. This pride has already crossed borders, attracting people from around the world who spent more than 33 million nights in the destination in 2025. Madrid is recognized as the “Best European destination,” “Second best urban destination in the world,” and “Best food destination in Europe.” It has also been the world’s leading destination for congresses and meetings for seven consecutive years. Such growth translated into an economic impact of €17.938 billion in international tourism spending and more than 320,000 jobs in 2025.
This success is the result of a shared effort: the strategic alliance of Madrid Turismo, formed by the Community of Madrid Regional Government, the Madrid City Council, and IFEMA MADRID, in collaboration with the tourism industry.
The goal is to promote sustainable, balanced, profitable tourism, attracting high-value travelers who, among all the destinations in the world, choose to feel the unique rhythm of Madrid. “Madrid Beats” is the next step, an invitation for the entire world to feel the energy and discover a city that beats in a different way. To this end, an imposing heart built with stones from the region becomes the emblem of the campaign, the star of our ad directed by Nono Ayuso, and the material symbol that we hope will become a permanent part of the city’s popular culture.
The pulse of Madrid is ready to beat around the planet. “Madrid Beats” is a comprehensive campaign with an ambitious global reach, designed to awaken the desire of high-value travelers to discover a city that lives and vibrates like no other.
Our strategy will be deployed in 13 countries and 4 key strategic regions: the USA and Canada, Asia, the Middle East, and Latin America. To this end, we have planned a smart investment program through 9 carefully selected communication channels. From initial impact to the moment the traveler decides to pack a suitcase, we will connect with the audience through:
Branded Content
Print Media
Influencers
Out-of-home
(more than 1,000 placements)
Digital ads
Social Media
Connected TV
Video online
Cinemas
(with +376,000 estimated viewers)
Multilingual webpage
(traducida a 7 idiomas)
This strategic investment has a clear goal: to generate more than 287 million estimated impressions through December 2027. Every medium and every format responds to the conviction that the heartbeat of Madrid, which infuses its bars, neighborhoods, and dances, will travel the world and attract thousands of people to experience it firsthand. Because when they arrive, they will feed even more energy into this life.