Two events with very different profiles, sport and music, are overlapping in Madrid this year, creating a window of strong tourist demand. According to Amadeus Travel Intelligence data as of 14 August, combined domestic and international air bookings to the Spanish capital are up 5% year-on-year between 9 September and 4 October 2026, a period covering both the Spanish Formula 1 Grand Prix and Shakira’s Madrid residency.
This momentum comes on top of an already dense hotel development pipeline, exemplified by the planned arrival of The Hoxton Madrid, the lifestyle brand’s first Madrid address for Ennismore.
Shakira’s Tour Draws a Domestic Audience
As Madrid is the only Spanish stop on the Las Mujeres Ya No Lloran tour, the event is drawing visitors from across the country. Over the 18 September to 4 October window, covering the first nine nights of the residency, domestic bookings are up 35% year-on-year, compared with 5% for international bookings.
Barcelona stands out as the leading domestic source market for Madrid, up 128% and accounting for 12% of national bookings. The data also shows a 30% rise in bookings for groups of six or more, which now represent 7% of total bookings over this period.
The Spanish Grand Prix Attracts a Diverse International Audience
Over Grand Prix week, from 9 to 13 September, the source markets showing the strongest booking growth to Madrid since 2025 are the United Kingdom (+46%), South Korea (+45%), France (+32%) and Uruguay (+31%).
Argentina remains the top international market with 15% of bookings, a performance Amadeus partly attributes to Argentine driver Franco Colapinto’s presence on the grid. Mexico recorded the strongest growth among already-established markets, up 16%, taking it to 11% of inbound bookings.
| Rank | Source Market | Booking Growth |
|---|---|---|
| 1 | Japan | +80% |
| 2 | Canada | +31% |
| 3 | Mexico | +25% |
| 4 | Netherlands | +25% |
| 5 | Ecuador | +23% |
Source markets showing the strongest growth in air bookings to Madrid between 9 September and 4 October 2026, Amadeus data as of 14 August.
Occupancy and Average Rates: Indicators Trending Sharply Upward
On the hotel side, Demand360 reports occupancy of 48% across the full period from the week of 6 September to the week of 27 September. Average daily rate (ADR) is up 25% year-on-year, reaching around €356. The week of 13 September, when the Grand Prix overlaps with the start of Shakira’s residency, delivers the strongest performance, with occupancy of 52% and an ADR of around €355.
This confirms a trend seen in recent months, with Madrid already ranking among the drivers of Spanish hotel performance, alongside the Balearic Islands.
Shorter Stays, a Conversion Opportunity for Hoteliers
Air data shows a 10% rise in short stays of five nights or fewer, which now account for 37% of bookings over the period. Around Grand Prix week, stays of six to thirteen nights are also increasing, reaching close to 39% of bookings, with a significant number of travellers from the Americas appearing to build the race into a longer stay.
For hoteliers, this pattern creates room to manoeuvre on digital campaigns, packaged offers and distribution partnerships targeting high-growth markets. Javier Campo, Amadeus Hospitality’s Head of Europe, Middle East and Africa, is reported to have said that these peak periods give hoteliers the chance to go beyond simply filling rooms, by building offers around event dates and anticipating booking behaviour across different customer segments. He is reported to have added that properties and destinations able to make use of this data could turn a packed events calendar into a genuine commercial opportunity.
At a glance by The Hospitality Tribune
Madrid’s September calendar drives a hotel demand surge
Air bookings to Madrid up 5% YoY (Sept 9 – Oct 4, 2026), combining the F1 Spanish Grand Prix and Shakira’s world tour
Domestic Spanish bookings up 35% YoY during Shakira’s residency; Barcelona leads inbound demand with +128% growth
Hotel occupancy at 48% (Sept 6-27); ADR up 25% YoY to $413 (approx. €356)
Peak week (Sept 13, event overlap): 52% occupancy, $411 ADR (approx. €355)
Japan leads international growth (+80%), followed by Canada (+31%), the Netherlands and Mexico (+25%)
Short stays (≤5 nights) up 10% YoY, now representing 37% of total bookings
