Madrid is set to experience from September 11 to 13 one of the most vibrant weekends on the calendar with the return of the Spanish Grand Prix of Formula 1 to the capital, 45 years after its last event.
The urban circuit of Madring, located in the IFEMA area, will be the main focus of attention in world motorsport and will activate an unprecedented deployment in the tourism, hotel, gastronomy, and leisure sectors, which have quickly taken "pole position" to cater to the massive arrival of local fans and high-income international visitors.
Madrid consolidates as a destination for sports tourism
Sector estimates point to a strong economic impact that will establish the city as a reference for international sports tourism. According to the latest data from the hotel commerce platform SiteMinder, the average daily rate in the capital has increased by 69.6% during these dates, reaching 485 euros compared to 286 euros the previous year. This increase is due to the solid demand from a high-income audience, in a scenario where tickets to witness the F1, F2, and F3 races range between 300 and 1,300 euros.
This pull has changed the planning habits of travelers, who have advanced their bookings to an average of 130 days in advance (+44.8%), extending their stay to 2.15 days and raising the proportion of international tourists by 19%.
According to data from Booking.com, searches for accommodation in the capital have grown by 41% compared to the same period in 2025, with hotel rates averaging 273 euros per night.
In the same vein, companies like ACHM Hotels by Marriott expect an occupancy rate above 90% in the city center for their 1,491 rooms and estimate a spectacular increase of 175% in revenue per available room (RevPAR).
Enthusiasm is also reflected in air transport. Amadeus Travel Intelligence detects a 28% increase in flight bookings in the national market and a 4% increase in the international market, with a particular focus on short getaways.
Although Spain concentrates 37% of the total searches, the interest in traveling to Madrid has skyrocketed outside our borders. Argentina leads with 15% of foreign-origin flight bookings, followed by significant growth in markets such as the United Kingdom, South Korea, France, Italy, the United States, and Brazil.
High gastronomy in the circuit itself
To meet the audience's level of demand, the circuit will feature a powerful culinary proposal led by Match Hospitality.
On the main straight, the exclusive Club 91 will offer live cooking by chefs awarded Michelin stars and Repsol Suns such as Quique Dacosta, Iván Cerdeño, Coco Montes, Rodrigo de la Calle, Lucía Freitas, and Paco Pérez.
At the same time, Paco Roncero will lead the Podium Stand space, inspired by traditional markets, while the four-story complex La Azotea will bring together figures such as Mario Sandoval, Hugo Muñoz, Roberto Ruiz, or the pastry chefs Jordi Roca and Oriol Balaguer, in an exclusive pairing with Bodega Numanthia and Heineken.
High hospitality takes Formula 1 beyond the track
The high hospitality of the rest of the city has also redesigned its offer to extend the motor experience beyond the circuit.
Zuma Madrid has partnered with Mercedes-AMG Petronas F1 Team as its "Official Lifestyle & Dining Curator," showcasing a W17 single-seater in its restaurant and extending its hours until dawn.
In the Salamanca neighborhood, the restaurant ABYA will broadcast the Sunday race on a giant screen inside the historic Palacio de Saldaña with a special menu of 80 euros, adding live music and contemporary art to the day.
Exclusive packages in luxury hotels
The luxury hotels in the capital have designed tailored experiential packages for the event, relying on direct agreements with some of the main teams on the grid.
The Bless Madrid hotel launches under its "Race Weekend Madrid 2026" program an ambitious lifestyle proposal. In its Pinzelada Lounge, the special activation alongside Glenfiddich x Aston Martin Team will offer from September 10 to 12 signature cocktails and themed gastronomy to immerse in the atmosphere of the races.
In addition, the hotel markets the Race Hospitality Experience, a VIP package that combines accommodation in a Studio Suite Velázquez with privileged access during the three days to a private box located on the same finish line of the circuit, including terrace, exclusive catering, transfers, and themed amenities in the room.
In parallel, VP Plaza España Design fuses art and high competition by incorporating the work of artist Manu Campa into its VIP packages. The hotel lobby will showcase exclusive pieces and the life-size sculpture Sound of Speed, a customized F1 single-seater that buyers or VIP guests can take home as a souvenir.
In the city center, Hard Rock Hotel Madrid partners with Oracle Red Bull Racing and transforms its lobby with an exhibition of helmets, official suits, and a Scalextric track for customers. Its proposal for Race Week includes a themed cocktail menu with Red Bull, exclusive Funkos gifts, and a special event on Sunday in its restaurant Sessions for 35 euros per person.
For its part, Hyatt Regency joins the motor atmosphere through a special alliance with Porsche. Throughout the Grand Prix week, hotel guests will be able to rent a vehicle from the German brand directly at the reception for one day, with delivery, pickup, and direct charging point services within its own parking.
In this same vein, Only YOU Boutique Hotel Madrid and Red Bull Curates have created "The Guest House," an open meeting point in the Las Salesas neighborhood that will turn an old 19th-century palace into an epicenter of urban culture, gaming, and entertainment. Open to locals and travelers without needing to be guests, it will offer from September 11 to 13 driving simulators and arcade machines in its gaming area, as well as the Watch Party Tribune on its terrace to broadcast the races live, complemented free of charge (with prior reservation) with the gastronomic proposal of Hundred Burgers.
At the same time, on Gran Vía, the hotel Brach Madrid combines Mediterranean cuisine from chef Adam Bentalha with an exclusive "biohacking" and oxygenation treatment in its spa to recover from the adrenaline of the weekend.
As the official travel partner of Mercedes-AMG PETRONAS, Marriott Bonvoy invites you to explore the relationship between engine and strategy with the opening of "Toto's Chess Club," a pop-up space at the JW Marriott Hotel Madrid from September 11 to 13. The proposal brings together chess initiation, exhibitions of collectible material, and night tournaments.
The thematization of the Grand Prix has also reached the major chains and the nightlife of Madrid. The six establishments of Vincci Hotels will welcome their guests with the concept "Madrid, in pole position," adapting their offer with "The pilots' breakfast" and proposing a walking route of 5.4 kilometers that replicates the exact length of the Madring circuit, in addition to a thematic atmosphere in their breakfasts.
As a final touch to the event, Beso Beach and Aurea Hospitality, after hosting fans in their boxes located in front of the teams' garages, will move the celebration on Sunday afternoon to Florida Park with the grand official post-race party "BESO, A TODO GAS."