Madrid launches Madrid Beats campaign targeting 287 million impacts ahead of Formula 1 race

Global campaign rollout

The Community of Madrid, the Madrid City Council, and the Ifema exhibition consortium presented a new global promotional initiative on 2 September 2026 at the Teatro Magno. Named Madrid Beats, the initiative will deploy promotional waves through December 2027 across 13 target countries and 30 international cities, including Miami, Los Angeles, New York, Toronto, Mexico City, Buenos Aires, São Paulo, Dubai, Tokyo, Seoul, Beijing, Singapore, and Berlin. Regional authorities project that the campaign will generate more than 287 million audience impacts across North America, Latin America, the Middle East, and Asia. Promotional materials will be translated and dubbed into seven languages: Spanish, English, Portuguese, Arabic, Chinese, Japanese, and Korean. The initiative aims to draw high-value long-haul travelers, extend average visitor stays, and distribute tourism across regional municipalities outside the capital.

Narrative and cultural focus

The creative concept frames the character of Madrid around everyday life and culture rather than a single architectural landmark. A two-minute promotional film narrated by American actor Walton Goggins references historical figures associated with the region, including Ernest Hemingway, Ava Gardner, Francisco de Goya, and Diego Velázquez. Visual materials feature central landmarks such as the Prado Museum, Puerta de Alcalá, Plaza Mayor, Puerta del Sol, and the Temple of Debod alongside regional heritage sites, including San Lorenzo de El Escorial, Alcalá de Henares, Aranjuez, Chinchón, and Colmenar de Oreja. The content incorporates local gastronomy, flamenco, and regional nightlife into its promotional pitch. During the presentation, regional president Isabel Díaz Ayuso framed the strategy around the local lifestyle.

The most important thing about Madrid is not an image, it is the way of living that we have given ourselves together here.

Synergy with Formula 1

The promotional campaign connects directly with the Formula 1 Spanish Grand Prix, which will take place between 11 September and 13 September 2026 at the Madring circuit around the Ifema complex. The racing project involves a public investment of 18.8 million euros and is projected by organizers to generate an economic return exceeding 460 million euros. Executive Committee President of Ifema José Vicente de los Mozos estimated that the race will draw more than 40,000 international visitors and 35,000 domestic tourists from other regions of Spain, reaching a broadcast audience of more than 70 million viewers worldwide. Mayor José Luis Martínez-Almeida noted that the city intends to integrate visiting spectators into the urban environment during the race week.

We want to offer the best experience and this is achieved by being one of us, living in a city that welcomes you from the first moment and offers closeness.

Economic impact of regional tourism

Tourism currently generates approximately 9% of the gross domestic product of the Madrid region, supporting hospitality, retail, culture, and transport services. In 2025, the region recorded over 16 million tourist arrivals, while total expenditure by international travelers reached nearly 18,000 million euros. Following the campaign launch at Teatro Magno, the Madrid City Council scheduled the formal presentation of its race-week mobility plan at the Palacio de Cibeles. Authorities intend to use the combined momentum of the advertising campaign and the motorsport event to solidify Madrid's position in long-haul tourism markets over the next decade.