Madrid launches plan to increase visitors by almost a third
Madrid has launched a new tourism organisation to dramatically increase both the number of visitors to the city, which has ambitions to become one of the most visited capitals in Europe.
The new public-private partnership will launch promotional campaigns in 18 Spanish cities and 30 foreign cities, including some in the UK.
Asociacion Turismo de Madrid has drawn up a five year plan to increase the number of tourists by 30% and tourist spend by 50%.
Madrid’s mayor Ana Botella said the new plan was ‘a definitive step towards relaunching the Mardid brand and attracting tourist to the city’.
It will focus on selling six key attractions of Madrid: its historical and cultural heritage, the surrounding area, cuisine, international events, top-level football matches and local traditions.
Asociacion Turismo de Madrid is 49% owned by the public sector and 51% owned by private companies.
It has a Board of Directors with a maximum of 20 members: two representatives from the Madrid City Hall, two from the regional government, one from the Chamber of Commerce and up to 15 from private sector affiliates, which currently include Alsa, Value Retail, El Corte Inglés, Iberia, NH, Meli, Real Madrid, Atlético de Madrid, AC Hoteles, Hoteles Barceló, Mahou, Ifema and Madrid Network.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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