Madrid. Photo: Shutterstock September is expected to be one of the busiest months of the year for Madrid's tourism industry. The Spanish capital will soon host two major international events: the Spanish Formula 1 Grand Prix and Shakira's Las Mujeres Ya No Lloran tour, both expected to attract tens of thousands of visitors.
According to Amadeus data, flight bookings to Madrid for the period from September 9, 2026 to October 4, 2026 show a 5% increase compared to the same period last year. Domestic bookings increased by 28%, while international bookings recorded an increase of 4%.
Among the source markets, Japan stands out, with an 80% jump in flight bookings to Madrid. It is followed by Canada with a 31% increase, Mexico and the Netherlands with 25% each, and Ecuador with a 23% increase.
The hotel market is benefiting from the growing demand. Amadeus data shows 48% hotel occupancy during the weeks of September 6-27, with the average daily rate (ADR) up 25% year-on-year to $413. The week in which the two events take place is expected to be the busiest, with 52% occupancy and an average rate of $411 per night.
Shakira, whose only Spanish performance will be in Madrid as part of her current tour, is also drawing large crowds from across the country. Barcelona residents lead the list of source cities with a 128% jump in hotel room bookings.
Formula 1 also contributes significantly to international demand, particularly from the UK, South Korea, France and Uruguay. Argentina remains Madrid's largest source market during the race, partly thanks to the support of Argentine racing driver Franco Colpinto.