Madrid activates its sustainable tourism model with two key strategies
4 June, 2025Madrid has launched two strategies aimed at strengthening a more sustainable and diversified tourism model, focusing on the territorial redistribution of visitors and more efficient urban mobility. These measures respond to the sustained growth of tourism in the capital, which closed 2024 with over 11.2 million visitors, 23.3 million overnight stays and an international expenditure of 16.117 billion euros.
The new Tourism Decentralisation Plan incorporates in its first phase 22 areas with their own identity, such as Carabanchel, Usera, Salamanca and Lavapiés, to which nine more will be added in later stages. With the slogan “You're missing streets”, the aim is to broaden the visitor experience beyond the traditional circuits, promoting activity throughout the year and distributing its benefits beyond the historic centre. The initiative will be supported by a distinct visual identity for each area.
At the same time, the Tourism Mobility Strategy proposes accessible and sustainable transport alternatives, introducing tourist bus routes with zero-emission vehicles, pedestrian routes connected by QR codes and improvements in signage and infrastructure. Vehicles such as 'tuk tuks' will also be regulated and greater transparency will be demanded from tour operators. Both strategies aim at more orderly, inclusive and beneficial tourism for the whole city.