A New Approach to Urban Tourism
In an effort to redefine tourism management in large cities, seven Spanish municipalities have signed a collaboration protocol aimed at establishing the Network of Urban Tourist Destinations. This ambitious project, led by Madrid, aims to coordinate strategies that promote sustainability and the preservation of cultural heritage.
The network is composed of Madrid, Valencia, Barcelona, Málaga, San Sebastián, Sevilla, and Zaragoza, which together represent over 8 million inhabitants and attract nearly 29 million tourists a year, accounting for 25% of the national total. This group seeks to create a collaborative framework where best practices can be shared and criteria defined for incorporating new tourist destinations.
As urban tourism continues to grow — with 75% of global tourism concentrated in cities — the challenges are evident. The network will focus on crucial aspects such as managing tourist flows, the pressure on cultural heritage, and digital transformation. Regular meetings among members will allow these challenges to be addressed with a shared vision.
Madrid not only leads this initiative but also contributes its experience as an international tourist destination. By 2025, the city is expected to generate international tourist spending of approximately €17.896 billion, welcoming around 11.2 million visitors. With an average spend per visitor estimated at €1,960, Madrid positions itself as one of the most attractive destinations in the world.
Through the Delegated Area of Tourism, the Madrid City Council has implemented various initiatives to improve tourism quality without compromising local quality of life. Programs like ‘Te faltan calles’ aim to decentralize tourism offerings towards lesser-known but equally valuable areas.
It is no coincidence that Madrid has been awarded the Best Destination in Europe 2026. Its commitment to responsible tourism management has earned it repeated recognition from international entities such as the World Travel Awards. These achievements reinforce its position not only within the country but also on a global scale.
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