The Community of Madrid will incorporate this year the Philippines, Canada, and Panama into its international campaign "Madrid destination 7 stars, the best store in the world," with which it is already promoting its commercial offer in more than twenty foreign markets and aims to attract more shopping tourism to the region.
As detailed by the regional Executive in a statement, this strategy seeks to increase the arrival of international visitors and spread the Madrid offer both in the countries of origin and in the community itself, also relying on various digital channels.
These three new markets are added to those already participating in the action plan, which the regional Government develops together with the Official Chamber of Commerce, Industry, and Services of Madrid and the Secretary of State for Commerce. Among them are Germany and Poland in Europe; the United States, Mexico, Brazil, Argentina, and Colombia in America; and China in Asia.
Among the measures planned in the sending countries are training actions for travel agencies and tour operators, work agendas with prescribers, meetings with specialized media, and presentations aimed at local authorities and Spanish representatives in each destination.
Additionally, the Community of Madrid will organize a press trip next autumn with professionals from Germany. In parallel, the shopping guides and the tourist-commercial maps of the campaign will be sent to more than 220 hotels in the capital, in order to facilitate tourists' access to the Madrid commercial offer.
PROMOTION OF SHOPPING TOURISM
Since 2014, the regional Executive has carried out 87 presentations of this project before the main agents and tour operators from sending markets such as China, India, the West Coast of the United States, Brazil, Mexico, Colombia, Argentina, South Korea, the Middle East, and various European countries. In addition to these actions, a new format of collaboration with content creators has been added.
The regional Government emphasizes that the campaign is supported by the positive evolution of international tourism in the community, which closed the first half of the year with an average hotel occupancy rate above 70% in the capital, the highest record in its historical series, while overnight stays by foreign travelers increased by 7.4%.
The contents of the campaign and the planned actions for 2026 can be consulted on the institutional portal of the Community of Madrid and in the applications Madrid Shops & Tax Free and MSE & Tax Free, available on Apple Store and Google Play.